If you’re the only game in town, customers don’t have to like or trust you. But in this competitive marketplace, that’s rarely the case. To develop and retain a strong customer base, companies need to build rapport and earn trust. They go hand-in-hand.
Building trust in one’s personal and business life starts with integrity. Are you sincere? Do you do what you say you’re going to do when you say you’re going to do it? In other words, do you tell the truth, even if it means it isn’t what others want to hear? Other ways to build trust include collaboration, cooperation and communication. If you model that behavior, the next step is to carry over those principles into your marketing messages.
Marketing Methods That Encourage Trust
- Let clients speak for themselves. Buyers get a boost of confidence when they see people like themselves have used and benefited from a product or service. There are a few ways to highlight what your clients think of your product or service and what it’s like to work with your company. These include testimonials that directly quote client opinions; reviews from unsolicited third-party websites or publications; recommendations from individuals, publications or other firms; case studies that showcase problem-solving, methodology and success stories with clients; and user-generated content shared through social media or other channels.
- Showcase your company’s expertise. One of the most effective ways to build trust is to create content that showcases your company’s specific expertise, standards, charitable acts and goals. Content can inform, educate or entertain in order to demonstrate credibility, reliability and reputation. It can be posted on your own website and social media or published through external magazines and other media outlets. Consider the following formats in your marketing arsenal: blogs, bylined articles, videos, podcasts, speaking appearances, social media, newsletters, earned awards and press releases.
- Foster client loyalty. Trust isn’t just about bringing in new clients. It’s also about encouraging current clients to return. The key is to understand your target audiences well enough to create a buyer’s journey they want to experience again and again and would recommend to others. Loyalty benefits can go a long way to improve the customer experience. By using promotional programs that encourage continued business, exclusive offers and promotion, regular performance reviews and check-ins, price guarantees or assurance and recognition, you will continue to earn the trust and loyalty of valued customers.
Step Into the Buyer’s Shoes
In his book World Class Selling: The Science of Selling, Roy Chitwood of Max Sacks International explained that there are four buying decisions that are made with every sale. The first revolves around the salesperson and whether the prospect or customer likes and trusts the individual. Personal traits that promote trust include perceived sincerity, friendliness, integrity and judgment. The second buying decision is about the company. Does the prospect or customer believe in the brand, vision, mission, values and reputation of the seller’s company? Does the prospect or customer believe the company can and will deliver on the promises made by the salesperson?
To understand how to facilitate trust between your company and your clients and prospects, step into the buyer’s shoes. Practice empathy. Show that you care. Understand what makes your target market tick, what their challenges are and how they hope to achieve their goals. By walking on their path together, you demonstrate you’re in the relationship for the long haul, and that’s one of the best ways to build and maintain trust over time.
