If You Want Customers to Take the Next Step, You Have to Build Trust
November 29, 2018
Good faith is all about reliable and reciprocal relationships.
Every business dreams of becoming a brand that people trust. It moves the company/client dynamic way beyond sales. Your audience knows you’re doing more than selling a product or service; they believe you have their best interests at heart.
How long does it take to create this special link? It takes roughly two years to build basic trust, and five before a customer spends more on you than on your competitors. That number is based on the amount of time it typically takes for a business to show itself as being consistent, clear, and a cut above the competition. Here’s what to prioritize.
Think person-to-person, not business-to-buyer
Don’t forget the word “relate” when it comes to relationships. Trust is built when your audience can connect on a level beyond you being affordable or even reliable. Every company (and especially the largest ones) should wear their values on their sleeve, make their mission statement crystal clear and provide some real stories about the purpose that drives them and the people who matter to them.
A great way to do this is with client testimonials. It’s a cost-effective and competitive way to connect person to person; even the youngest start-up will have contented customers under their belt. Having a real person recommend you will interest potential customers and reassure existing ones far more effectively than singing your own praises.
Here are some great stats on how client testimonials prove you deliver the goods. Make sure to display testimonials on your website and social media prominently.
Establish an environment of safety and security
Leading on from positive testimonials, even a negative one can build trust – if you respond well. When you respond well to a negative review, audiences know you take poor feedback seriously. This sends the message that even if someone is unhappy, you’re willing to address and fix it. Companies who don’t respond to complaints or, worse, try to shift blame will never generate good faith.
Cyberspace is part of every business, and your clientele will want to know you’ve got them covered. Nearly 70 percent of consumers believe businesses are too vulnerable to cyberattacks while only a quarter believe businesses use their data responsibly.
Investing in cybersecurity and displaying security badges on your site go a long way in creating public trust.
Give, give, give
Loyalty is earned. All the clever advertising and price matching in the world won’t buy you the invaluable commodity of trust. How do you get your hands on such a priceless thing? Be a giver.
Providing current and potential customers with useful resources or gratis content full of the benefit of your hard-earned experience marks you as a giver. Provide value above and beyond that of your product. There are plenty of ways to syndicate your knowledge including blogs, social media, videos, podcasts, seminars, and free training.
These lead to increased web traffic, positive word of mouth and sharing: three of the most powerful reputation building tools out there. Links are more valuable than shares, but word of mouth will always be the number one way to gain customer trust.
Understand that trust starts inside your business
The following things should be priorities to create a trusting team who can generate trust with the public:
- Always be honest with your employees on all your business practices
- Support and listen to them when they have an issue, or when they cause one
- Keep your company promises to your employees and be an example to follow
- Show gratitude and acknowledgment for a job well done
Building an internal culture of trust among your employees is a big part of creating an external one. Businesses are suffering because of a lack of trust between staff and managers. Don’t let yours be one of them.
Successful connections start with clear communication. At nexVortex, we make it our business to deliver the quality-based cloud communication services you need to win in the marketplace.
Contact us today and let’s discuss how we can help you with your business communication needs.