According to new research from Forrester, the most important factor in whether companies will do business with you is trust: do they trust you?  Unsurprisingly, the research also revealed that salespeople are the least trusted group by corporate customers.   Trust is an interesting concept. The way David Haigh sees it, trust is achieved through emotional connections, not persuasion.  “Trust, which is a combination of familiarity and relevance, explains over 80 per cent of the variance in market share versus competitors,” said Haigh, chief executive of Brand Finance, a regulated accountancy firm specialising in brand and intangible asset valuations. When an…

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