Building Customer Experience Around Trust, Care and Value

Jan 11, 2022 | Blog, Podcast


Building customer experience around trust, care and value is the main theme of this episode of Work Winning Ways. Questas founder and CEO Gary Williams is joined by Paul Adams of The Project Centre, a professional design consultancy, focused on civil engineering, transport planning, and landscape design for the public sector. Join the conversation about what sales skills you need in professional services and how they differ from other sales-based roles. Also, find out the difference between the tangible and intangible services.


  • Professional services is all about getting repeat business. Customer care and trust are so important. It’s not just a sell them as much as you can and get out of there scenario.
  • The customer experience is becoming more and more important for winning repeat business. What is the journey of your client? Are you helping them move through the process smoothly with good results?
  • It’s seven times easier to get business from an existing customer than a new one and a lot cheaper too. Not just in terms of cost but in terms of time.
  • Take into account social value and meaningful social value. For example, are you giving work experience? These things can work their way back up the chain.


  • “Clients are buying into you, you need to build trust with them”


Gary Williams

Gary Williams

Gary Williams has been in sales and marketing his entire career. The past 10 years have been dedicated to helping technically minded non-salespeople become skilled and confident in selling themselves and their services.


Sarah Butters

Project Centre are a professional design consultancy, transport planning, civil engineering and landscape design consultancy. Most of their clients are public sector, mainly local authorities.

In this interview Paul has some great insights into what works in terms of selling to public sector clients and what is vital to keep hold of them and turn them into long-term profitable relationships.


How to Cross-Sell without Selling!

e-learning course on laptop on desk with workerOur e-Learning Cross Selling Module is an interactive introduction to best practice.

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