Business owners face a unique set of challenges. One of the most significant is building and maintaining trust with customers. Trust in sales and business is the cornerstone for any entrepreneur.
“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.” Stephen Covey
Trust isn’t a nice-to-have business tool; it’s a foundational element of any successful business and sales strategy. Without those know, like, and trust foundations, your customers will go elsewhere or never return or recommend you.
To help build and nurture trust, it’s essential that you understand the four C’s:
- Communication
- Care
- Competency
- Consistency
Communication
The ability to communicate with your audience is at the core of any relationship. Effective communication involves more than just talking. Listening plays a huge role. How you respond to any communication, good or bad, is also important. When you offer appropriate answers to feedback or critique, you help your customers feel valued and respected.
Be transparent with the information you share about your products or services, including any potential challenges or issues. Be open and honest.
Actively listen and pay attention to your customer feedback and show them that their opinion truly matters.
Keep your customers updated about product or service delivery, changes in your operating systems or hours, and any new offerings. Communication is not only about getting to know new potential customers; it’s also about nurturing your existing audience.
Care
We all want to feel cared for, so when a business shows genuine concern for its customers’ needs and experiences, it creates a positive and lasting impression.
“Customer service shouldn’t just be a department. It should be the entire company.” Tony Hsieh.
We’ve all heard the phrase, ‘actions speak louder than words’, and this is where you can incorporate care into your business dealings. What actions are you taking to show your audience that you care about them, their business, and their opinions?
Using a customer’s name in conversation or asking after their family/children/holiday plans personalises your customer interactions.
When you can understand and address any pain points with empathy and consideration it shows that you are willing to go the extra mile. Who doesn’t love a small gesture such as a follow-up email or a thank you note?
Building trust comes easily when you realise how unique you can make the buyer’s experience. That’s what UHP® (Unique Human Proposition) is all about – the human connection.
We all have an emotional element to our buying decisions, and more than ever, we desire that human connection and to feel cared for.
Competency
You are the face and beating heart of your business, which means you are knowledgeable, skilled, and capable of effectively meeting your customers’ needs. In short, you demonstrate competency every day. This aspect of trust is built through your expertise and the quality of the products or services you offer
When you ‘know your stuff’, you provide that expertise as advice and solutions, which is exactly what your customer wants and needs. You will also ensure that everything you provide meets or exceeds expectations – you deliver quality!
By keeping up to date with industry trends, building your skillset, and improving your products or services, you remain at the forefront of your audience’s mind. They know you, like you, and trust you to deliver with competency.
Consistency
Being a reliable business ensures you and your brand are not only dependable but also consistent. Your audience knows they will get high standards from you. Consistency also includes your online and offline engagement. Are you showing up on your social media platforms to keep your customers updated? Have you created an email campaign to stay in touch with your audience? Do you show up to in-person networking events to maintain and strengthen those relationships?
“Without a doubt, there’s a new endgame in today’s digital economy. Consumers don’t just buy products and services anymore; they buy experiences. This demands a new approach to marketing, sales, and services; one that hinges on winning customer trust.” Ben Jackson
Building Trust in Sales
Build relationships, not transactions. Focus on developing those long-term relationships rather than just making the sale. Engage with your customers beyond the pitch. Understand their needs, likes, dislikes, and feedback. Relationship building leads to loyalty.
Demonstrate your expertise and value. Showcase your UHP® and value your offerings. Educate your customers using informative and inspirational content, product demos, or expert advice via a Webinar or blog post. When your audience sees you as an authority in your field, their trust in your business blossoms.
Be responsive and accountable. A speedy and effective response to any enquiry, issue, or complaint shows that you are trustworthy and a responsible business owner. Never fear owning up to a mistake, but rectify it quickly. Accountability builds credibility and strengthens that trust.
The Value and Importance of Customer Service
Exceptional customer service helps build and maintain trust and should always be at the top of any interaction between you and your customers. Let your audience feel heard, valued, and appreciated.
Buy why is good customer service so important?
- Increases customer loyalty – a satisfied customer is more likely to return and recommend your business to their friends or colleagues.
- Enhances your brand and reputation – positive customer service contributes to a trustworthy brand.
- Drives sales growth – happy customers keep buying!
Focusing on the four Cs (communication, care, competency, and consistency) can help you build and sustain trust with your customers. Prioritise relationship building and continue to provide great customer service.
Are you ready to build trust?
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session with me HERE.
“Jules is all about doing it right! Right education, right training, right attitude, right outcomes for all! If you want to do it right, speak to Jules White.” Asvin Chauhan, CEO Pharma Wealth
Are you ready to deliver an unparalleled sales experience to your customers? Book a call today to discover how to create a unique sales process that will set you apart from the rest
“Jules is a fantastic coach, approaching sales with energy and empathy.
A trusted acquaintance introduced me to Jules after hearing I was looking for help developing my LinkedIn messaging. To say that working with Jules has been an inspiration is an understatement rather than an exaggeration!
She’s helped me feel more comfortable ‘selling’ and our work together has impacted all aspects of my company’s communications.” Richard Banyard, Op-Tec Systems
Want to find out more? Schedule a virtual cuppa with me, and we can have a chat about my coaching services.
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