Trust can’t be measured, so as a result it’s rarely discussed in a performance or account review. There are few numbers we can attach to these questions. Therefore, because these are unquantifiable, they have become some of the most unspoken points within our industry.

When you really think about it, isn’t this what it’s all about?

From retailer/restaurant to wine wholesaler

I trust you’ll bring me new ideas, exceptional wines, and honest pricing.

I trust that you’ll give me a heads up if a bill is about to be overdue.

I trust that you will let me know when wines might be out of stock, and that you’ll come with solutions to the problem.

I trust you will not waste my time.

From wine wholesaler to the retailer/restaurant

I trust you’ll pay your bills on time.

I trust that you will give me an honest answer to my questions.

I trust that you’ll communicate your needs clearly instead of assuming we can read minds.

I trust you’ll treat our sales rep with integrity and respect.

I trust you will fulfill your commitment to products and brands.

Wouldn’t it be great if we could actually measure trust?

… Actually, maybe it’s better that we can’t.