29 Nov

Trustworthiness Is Totally Tops

Posted in Synergy Suggestions on 29.11.12 by John Meloche

What makes you trust the companies you do business with? This is a question that we have been posing all week long. More specifically, it’s a question that we have been working on answering all week long. Taking a look at a Charlie Cook article from AddMe.com, we have been going through a number of tips that can help business owners build trust among their customer bases.

And why is this so important? Well, think about it. Would you do business with a company you don’t trust? Would you revisit a store that fell through on a promise its owner made you? Cook writes of a number of ways that you can not only establish, but maintain trust for the long haul. This key element of the customer-client relationship can truly make or break your business. So what to do?

Give Examples. Not to be confused with giving “samples”, this tip is Cook’s way of encouraging business owners to prove what they can do. In other words, don’t tell stories about how great your products are. Show people instead. This may include in-store demonstrations or, at the very least, documenting comments made from customers who used your products and were pleased.

Cook advises that you “use case studies to tell what you did for whom and the difference it made in their life or their business.” Sure, this will take a little bit of extra work. But when it comes to building trust, you have to consider that some customers may be skeptical about how good your products and services really are. Here’s a way you can prove that your company is trustworthy.

Personalize Your Marketing. We mentioned that writing articles, or even blogs for that matter, help to provide your company with a “voice”. They are more personal ways of marketing yourself that do a lot more than simply advertise your business. Cook writes that it’s a misconception that having “dry and impersonal” commercials make you sound credible.

Instead, he suggests that you should “let your passion and personality come across in your marketing as well as your professionalism. Include a picture of yourself, with a smile, in a prominent place on the first page of your marketing materials.” While you’re at it, film a video of yourself and put it on YouTube. Don’t be afraid to let people get to know you. This goes a long way in building trust.

Reduce Perceived Risk. According to Cook, a “buyer’s biggest concern is how well your product or service will perform.” Sure, you can offer a guarantee. But what does that really mean in the long run? This is where being personable is key. It’s important to instill within your customer a confidence that you are committed to his or her happiness.

Stand behind your products and services. Allow your customer the freedom to contact you with any questions or concerns regarding the products and services he or she purchased from you. Do your best to get their names so that you can kindly address them. This will help them to trust, not only what you are selling, but the person that is doing the selling! In tomorrow’s blog, we will conclude our look at Cook’s list of trust-building tips.

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