7 Essential Ways to Build Trust in Your Business

Welcome New Visitor!

It looks like this is your first visit to the SmallFuel Marketing Blog, so we've assembled a quick list of must-read articles. Get some marketing tips and ideas, join in with a comment or two, and enjoy the articles!

Must Read Articles:

How I Gave Away 15 Minutes and Made $5700
Blogging for Small Business: An Overview
What Apple Can Teach You About Marketing

7 Essential Ways to Build Trust in Your Business

June 10, 2008 | Written By James Chartrand

Consumer trust is shaky, and it’s hard to earn clients. People have been hyped up and disappointed over and over. Plus, they don’t know who to believe anymore. Everyone is the best, it seems.

So people sit back. They watch and observe. They think over their buying decision for a while before making a move. Some people visit a store a few times to check out the item they want without purchasing. Others may call or email a provider a few times to test the waters.

These initial contacts are something that you need to get used to. You won’t win clients over from the first impression anymore (though that first impression does count in the final decision to buy).

You’re going to have to work at building trust. Thankfully, it’s not complicated to do.

Good Service Builds Trust

Two polls recently carried out in Canada and the U.S. provide some interesting insight into what people like to see in a business.

Ipsos Reid conducted a poll on customer loyalty on behalf of TD Canada Trust, and Harris Interactive carried out a poll on customer service on behalf of Verint Systems. The results are valuable ones for your business. Take a look:

• Ipsos Reid reports that 74% of Canadian consumers say, “Just show me good service,” when it comes to companies showing appreciation.

• In the U.S., 88% of the Harris Interactive poll participants felt good customer service was more enticing than the hottest product offerings.

• The problem? Only 62% of Canadians say they received great service within the past month, and 90% of Americans report they’d tell at least one person about a bad experience.

• Want some good news? Nielsen Media Research reported 60% of online shoppers say they buy mostly from the same site.

That last figure is important, whether your business is an online one or an offline one. It indicates that establishing trust through good customer service helps you win clients – and repeat business.

Here are 7 tips to help you build trust

1.  Be Responsive

People are busy and impatient. They don’t want to wait 5 minutes on hold or talk to an answering machine. They’re tired of being treated poorly. So be responsive. Find a way to answer all your calls and respond to email quickly. A prompt, timely reply can make a huge difference to promote your trustworthiness.

2.  Be Straightforward

People are extremely skeptical. They’re analyzing your words and behavior. They’re watching you like a hawk. So be straightforward and honest when you answer questions – even you have to answer, “I don’t know.” People appreciate the truth a great deal, and they may consider your honesty a winning point in your favor.

3.  Be Present

Beyond being responsive, you need to be present. More and more people want to deal directly with businesses and avoid the corporate brush off. They’re tired of having to speak to an associate or an assistant. They want to deal with you on a personal level, so be there for them.

4.  Be Patient

You may get tired of pitching your sale over and again to people, telling them the benefits of choosing you. Don’t cut corners and think up ways to automate the sales pitch (unless it’s on a website). Remember that selling yourself is part of your job. You may have heard the story a million times, but for every potential client, this is the first time – and it counts.

5.  Be Personal

Consumers are tired of being faceless sources of income used to make a company rich. They want to build relationships, and they want to retain their identity. So be personal. Remember the potential client’s name, and use it often – both in greetings and in conclusions. Let your personality shine a little, too.

6.  Be Confident

If a prospective customer hesitates and mentions a lower price offered elsewhere or seems to be comparing the benefits between you and your competition, be confident. Don’t bash the competition and be comfortable with what you offer. Ask the person what concerns they may have, and address them. Also, remember that it’s the person’s right to choose the best business – even if it’s not you. Accept that gracefully.

7.  Be an Equal

Buyers are in a bad position. They need you, because they either don’t want to do a job, don’t have the item you own, or can’t fix their own problems without your help. That sometimes makes people feel that they aren’t in a power position – and that you are. Be careful with that power and treat people with respect. They are your equal at all times, no matter what you have that they need.

If you look back at all the things you should be (and there are dozens more), you’ll realize that business today comes down to upholding good standards of integrity, treating your potential customers – and your existing ones – with respect and honesty.

Let’s here it from you – are there any other suggestions to be that you can think of? What do you look for in a business these days? How do you like to be treated by retailers, service providers and people who sell?

• 4Comments
• General Marketing