So the question becomes, how do you do it? Here are five trust building strategies for your business.
1. Be authentic
Being authentic means being genuine. It doesn’t necessarily mean it needs to be wrapped up in a pretty bow. It just needs to be natural and come from the heart. It makes your brand more human — and more likable. That authenticity can come from you directly, or from client testimonials. As seen here, video can be a powerful tool to tell your authentic story.
When my son was younger, he inadvertently purchased $314 worth of “rewards” on a popular online game –which shall remain nameless. To be clear, the site was age appropriate, and my husband and I approved of the game before he started playing. Despite that, he “purchased” game rewards without realizing he (ok, actually me) was being charged for it.
I sent an email to the company explaining what happened, and asked for a refund. Not only did they refund me, but they sent me step by step instructions on how to tighten the security settings in the game. That’s transparency — and good business.
4. Deliver what you promise
It seems that consumer expectations are higher than ever. Certainly higher than when I was growing up. But despite this, you don’t necessarily need to deliver the best product or the best price. And you don’t need to be all things to all people. You do, however, need to deliver what you promise – whatever that promise may be.
So if your promise is to deliver a quote within 24 hours, have sales representatives available to take calls OR have an online system set up to deliver quotes within the time promised. If your promise is to be the low price leader, empower your sales associates to match competitor rates.
5. Be consistent
There is great comfort in knowing what to expect. I love that when I shop at Festival Foods, every associate I pass greets me and asks if I’m finding everything I need. I smile every time I check out at Kwik Trip and they say “see you next time." I love that St. Brendan’s Inn always has Harp beer on tap. (An appreciation for this Irish lager came with being married to an Irishman for nearly 20 years.) All these things make me want to patronize these businesses.