Without your customer’s deep and abiding trust, a long-term relationship simply isn’t possible. It builds confidence in your technology’s ability to deliver. It’s trust in you, the people behind your company, that sets the direction and creates the value. That kind of trust exists only between humans. This level of trust can only be earned. It hinges on your customer’s belief in your commitment to their current and future success, especially when times get tough. I was interviewing a senior executive at one of my customers’ key accounts. At the end of our discussion, I asked, “What is the greatest value you get from the company I represent?” The exec replied, “Our salesman. He’s part of our team. He understands what we need and gets it.” If the humans behind your key customer base believe in you, as proven by your word and deed, and trust you with their future, you possess the single greatest competitive advantage and driver of customer lifetime value.…