[/caption]Even disregarding the in-your-face reality that current economic instability was caused in part by shoddy business practices in the lending and investment markets, marketers during this or any recovery need to pay heed to the one factor more likely than any other to influence a prospect to become a customer.
Not price - it's trust.
How the heck do you build trust, you may ask? In two words, Get Real. Everybody else is as tired as you are of being fooled again, and again.
How to Get Real and Earn Trust, genuinely.
• Introducing a product or service? Don't jump the gun. All too often, companies announce a new product... and it's not ready when they've said it will be. You look foolish at best, incompetent at worst.
• Provide valuable information. Yup, it can be hard work to say anything that hasn't been said a zillion times. Every marketer knows this. (Hey, look, I'm writing about TRUST for heaven's sake - not original for sure, but I believe it's timely.) Consider some straight talk that's not a pitch. Gasp. It can be powerful stuff. Using techniques that can include PR, newsletters, informative CDs, the Web, and more lets you position your company as an industry expert. It's a great way - a REAL way - to build trust among customers and prospects.
• Keep at it. Hey, don't give up! It takes time to build trust. Reach out to the same audiences again and again. Keep the messages consistent - if you appear to be inconsistent, customers won't trust you.
• Consider testimonials. Real confirmation that others have delighted in your offerings is a confidence-builder for prospects.
• Listen to your customers. If you survey them, let them know you've heard. If they have a concern, address it. If they request technical support, make sure that it is good and that it is prompt. Again, hard work for real results.
• Know your market. The more you know about your customer's business, the more that customer can rely on you for solid solutions.
• Please advise. Whenever you can, use a consultative approach to sales and marketing. That is, inform and advise more than you push the sale. After all, products and services as good as yours practically sell themselves… okay, okay, maybe I'm getting too optimistic here.
• That brings us to another point: Make sure the products and services you offer DO live up to their promises. Otherwise - poof - the trust is gone.
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