There are various things that every business needs to do if it wants to “crack the success code” and establish itself as a significant player in its industry.
One of those things, of course, is to market effectively and make the world aware of the services or products that the business is offering. Another of those things is to actually ensure that the product or services are high-quality enough to justify the purchase in the first place.
Easily one of the most important things for any business to get right, though, is finding ways to effectively gain their prospective clients’ trust. After all, who wants to give their money to someone who they think might cheat them?
Established businesses can often get a lot of mileage out of good faith. But for new entrepreneurs, with young start-ups, that good faith still has to be developed.
Here are a few tips for gaining your clients’ trust.
- Emphasise the ways in which you can help them resolve a problem
At its core, every business is telling their prospective clients and customers essentially the same story; “you have a problem, and we are the people who can solve it for you.”
Put slightly differently, you should always be trying to “add value” to the lives of your prospective clients, and should think about ways in which you can “address a need” that they have.
The more effectively you manage to do this, the more they will appreciate you, remember you fondly, tell friends about you, and return to you again, whether you deal with hazardous waste disposal, or sell custom-made birthday cards.
This may seem self-evident, but a lot of new businesses get caught up in big marketing schemes and number-crunching games, while somewhat losing track of the fact that their main job is to do something useful for the customer.
- Avoid catastrophic fear-based marketing
Everyone has come across totally catastrophic, fear-based marketing before. It’s sort of like the dark twin to the idea of helping a prospective client solve the problem they might be having – just, instead of emphasising the solution and its benefits, this type of marketing emphasises the problem and its most exaggerated horrors.
This kind of marketing may be effective now and then, but it’s also the kind of thing that people generally hate, and will come to resent you for.
If your pitch seems completely over-the-top and designed to frighten your audience, there’s a high chance they will write you off as a manipulative used car salesman.
So, avoid marketing statements like “without great SEO, you’re finished, you’re done, no one will know your name or care.”
- Remain honest, reliable and trustworthy, and share feedback from satisfied customers
The best way to develop good faith with your customer base, is first and foremost to remain honest, reliable, and trustworthy. As always in life, good character is at the root of everything, and the rewards come downstream of that.
Many businesses may get away with behaving badly in little ways, on a day-to-day basis. They may continue in this way for years, as well. But, ultimately, you can be sure that these little transgressions are being noticed somewhere down the line, and will end up creating a negative buzz.
Instead, take the ethical path, even if it’s not always the easiest path. And be sure to get testimonials, and share feedback from satisfied customers – so that you can come “pre-approved” whenever someone drops by your website.