Jane’s Marketing Tips: Building Trust

Trust is the number one way to turn a potential customer into a paying customer. When it comes to business, the kind of trust that will be valuable to you may not be so obvious. What you want is for your consumer to have a level of confidence in you that allows them to return to, and speak highly of, your business.

The most valuable things are not tangible
In marketing your product or service, if you have nothing else, work with the integrity of your company. Draw attention and bring focus to things that matter to people, like your list of notable clients or how long you’ve been in business. Customer testimonials on websites like Yelp, Facebook, and Google will go the distance when it comes to turning a looker into a buyer.

Family-owned business are more highly regarded
If it makes sense for your business model, promote your family-owned status in your marketing. Studies show that consumers prefer family-owned businesses, so consider using it to your advantage. For family business marketing advice and resources, visit our website, Family Biz Buzz.

Guarantees can help reassure customers
What types of warranties or guarantees can you offer? Customers feel respected when they are given a warranty period. It shows that you as a company have the integrity to stand by your promise. The biggest key is to keep your word and make warranties or guarantees easily understandable. And, of course, replace, refund or fix whatever issue they may have.

Have your customer’s best interest at heart
It probably comes naturally, but sometimes it’s easy to forget. Keeping your customer’s best interests at heart may not always make you the most money, but in the long run, it will make you the most successful. Put the customer first, and you’ll see positive results (and reviews).

Admit mistakes
Admitting when you’re wrong is one of the hardest things a person can do. When it comes to talking with a customer, it’s vital.  Make sure you’re open and honest about anything you may have done wrong, and begin the process to fix it. You may be surprised – many people will appreciate your effort and gain confidence in your company.

Tell a story
What sets your business apart from others? What do you offer that others can’t? Telling your business’s story and its values puts a human angle on consumerism. Make sure your story is told.