People buy from businesses they know, like, and trust. But how do you elicit customer trust, particularly when you’ve never met the person? How do you help customers get to know you?
4 Pathways to Customer Trust for Your Business
First, they needn’t trust you with their lives. They just need to trust that you will deliver on your brand promise and give them something of value in return for their money. This is vastly easier to do than building trust in a personal relationship.
You can use these ways four ways to build trust between you and potential customers.
Admit the Good and Bad
If you’ve ever read anything about interviewing for a job, you probably heard the career advice to admit a shortcoming. Not a doozy that will make employers question your ability to do the job, but one that lets them know you’re honest about your challenges. The same is true of your marketing copy. If all you talk about is how you are the best on the planet and no one can compare, your website visitors won’t believe it. People naturally question hyperbole.
Instead, you want to admit something like, “If you’re looking for extreme luxury, we may not be the option for you. But if you’re looking for value, you can’t do better than our company.” You’re admitting a weakness in providing luxury but you’re speaking to your ideal client someone who is value-minded.
Know Your Ideal Customer and Stear Others Away
Continuing on that idea, when you know your ideal customer, you can talk to that person. Knowing who they are and what they want will help you build trust with them. Don’t try to be all things to all people. That will come off as phony and your potential customers will wonder who the “true” you is.
Make Sure You Honor Your Word
It doesn’t take much for people to lose faith in you. For instance, if your unique value proposition is “out of this world customer service” and you provide a “meh” experience, customers will stop believing your claims and your branding will be inauthentic. If you claim something, deliver on it each and every time. If something keeps you from being able to (like bad weather may affect a delivery), make it right even if it’s not your doing.
Give Back
People naturally assume that businesses that give back are trustworthy entities. If you’re doing something for your community, share it with your audience.
Finally, social media is a good way to allow others to get to know you. Doing video helps them see you and gives them a face to trust. Posts let your personality shine through. Potential customers can’t trust those they don’t know at least minimally. So do your best to show them who you are and you’ll begin to build a loyal following and customer trust.
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