In his book, Elements of Influence, Terry R. Bacon cites from another author’s book. Theodore Levitt’s The Marketing Imagination.  Levitt states, “Customers attach value to products in proportion to the perceived ability of those products to help solve their problems.  Hence a product has meaning only from the viewpoint of the buyer or the ultimate user.  All else is derivative.  Only the buyer or user can assign value, because value can reside only in the benefits he wants or perceives.”  In other words, the buyer makes the choice.

The role of the Trusted Source begins with a perceived duty to bring useful information about potentially important services to their constituency.

The essential nature of a Trusted Source is trustworthiness.  This can be achieved in two ways.  The first is to always and only act as a trusted source by doing the due diligence required to assure those being influenced that the products and services offered are indeed, in the opinion of the Trusted Source, worthwhile.

The second and equally important aspect of this trustworthiness is found in choice.  The purpose of the influence is to encourage participation in worthwhile benefits but the final decision rests with the person doing the buying.

Logical persuasion can be effective in influence if the trusted source knows the audience well.  Understanding who they are and how they operate can guide the influence/decision process.  It is important to know what is important to them and what they expect.

I think this is good for you.  If you think it is too, I will make it easier for you to get it. Providing benefits in a group setting can lower costs through through group discounts. Easy payment arrangements via payroll or settlement deductions and access to products and services not always available to individuals are all useful aspects of this process.

These comments may dissuade some company leaders from making the decision to cooperate in Trusted Source Marketing.  Not everyone will think it worth the effort.  The consideration includes at least two competing positions.  We already provide access to enough voluntary benefits, why should we take on this added responsibility?  The other is a realization that the responsibility is already theirs.  And if Trusted Source Marketing will reduce costs, increase participation and improve communication and morale then it is worth doing things differently.

Employees who don’t understand the value proposition of the various benefits offered don’t really have choice in the equation.  On the other hand, regular communication about the various aspects of the myriad products and services available, access to information through links to the providing companies and attendant access to product experts can improve understanding and make their choices informed and intelligent.