As an entrepreneur who’s working hard to grow your business, it’s motivating to think about the money you’ll make. But before you think about that, think about earning your customer’s trust first. Because in both business and life, trust is a significant factor in any relationship we establish.
Let’s say you’re introducing your new brand (or product) to the market. There are people who don’t give away their trust that easy unless they know something about the person or the company behind it.
How do you convince your target customers to give you their precious trust? You want them to know your brand a little deeper; to give you the chance to share the amazing things you have for them. But remember, it takes two to tango. You’ve got to do your part—be trustworthy and credible.
Here are a few of the most important, yet really simple steps you can take to earn the trust of your target customers.
Anything you do to earn the trust of someone you don’t know is a total waste of time. How well do you know your customers? Can you specify their pain points? Will your product solve their woes?
Every single decision you make in your business should be anchored on the value you need to provide your customers. And everything begins with them trusting you. Once you’ve earned their trust, you can present them more of your brand’s magnificence.
Confusion may lead to doubt, hesitation, or worst, abandonment. To prevent any confusing thought or impression, be consistent with these three: message, identity, quality.
Check your About page on your website. If it summarises who you are as a brand, what’s your story, what do you stand for, what’s there to love about you—all these messages should be seen everywhere. Think of your social media bios, printed brochure, media kit, anywhere you need to talk about your business.
What’s your brand personality? Are you fun and quirky? Simple and minimalist? How you showcase your brand online should be consistent with how you do it offline. You can do this on your packaging or on the design and layout of your physical store.
Your customers, old and new, expect consistency in the quality of your product. Once they try your products because of the quality and benefits you promise they’ll have, you need to keep that promise. Make sure that one good experience with your brand only gets better over time.
With your friends, you are honest, genuine, real. People like to patronise brand who are true to their claims and to what they offer. Think of your customers as your closest friends who you want to have nothing but the best.
Be friendly. Ask them what they need or what they wish to see from you in the future. Make them happy. Don’t just impress them so you can make a sale.
If it suits the business you have, create a brand voice that will allow you to converse comfortably with your customers as you would with your friends. But be mindful of your expressions and tone.
The screenshot below shows Sprout Social Q2 2017 data on the behaviours they want from brands on social media.
To avoid any blunder, go back to point #1—know your customers. Are they millennials who speak a lot of unfamiliar terms and construct sentences with emojis? Or are they mostly business professionals in their late 30s?
People like little discoveries about the brands they support. If your potential customers check out your social media pages and see how much of your business you’re sharing with the public, it would be easier to win their trust.
Sharing behind-the-scene footages of an upcoming event or a walk-through of your factory is a way to let people know more of you. It’s exciting and engaging. It also fosters transparency, which is a great factor in building brand trust.
It’s easier for new customers to trust you if they see feedback and testimonials from other people who have experienced your brand. The power of these responses could either make or break your brand reputation. But if you’ve been offering excellent quality, then there’s nothing to worry here.
According to this Pew Research Center data, 53 percent of people from 18 to 29 years old in the US always or almost always read reviews before they buy something for the first time online. Recommendations are crucial in decision-making, especially if for new customers.
Everybody loves a good story. Do you have something to share that could stir the emotions of potential customers? Or maybe a monumental experience that led to your founding of the business?
A success story could inspire. A funny story could make them stick around for more. Whatever story you have to tell, just share it. It makes you more human if you do. People love brands they can relate to or laugh with.
How did you envision your brand to become when you were just starting out? If you know who you are and what you want to be known for, it’s easier for people to trust you because you’re confident of your brand. Most people run after authentic, straightforward, no-frills businesses.
You could be one of the many businesses that sell cupcakes but every brand experience could be unique. Extend your personal traits to your business and see how you can take advantage of that God-given talent. If you’re a creative genius, make that your number one weapon to survive the toughest competition.
For as long as you provide excellent quality on both products and customer service, your target customers would surely discover that by themselves. And remember to make your brand as human as possible. Bring kindness and happiness to all your existing and potential customers and that precious trust would be yours to keep.