It is a Matter of Trust — Acquiring and Keeping Customers


My Unfair Advantage


Consumers have many choices these days in finding the products they wish to buy. This being the case, trustworthiness is extremely important, when it comes to gaining, and then retaining clients’ and customers’ trust.

Offer Real Value for a fair Price

Your customers are interested in both price and value. These are not always the same thing, however. Customers are often willing to pay more, if they feel they are getting better service, or better value from a particular company. They want to feel that dealing with your business is going to be a win every time.

Nobody likes to think that they are being taken advantage, or in some way being suckered into a purchase, that is, being sold something, which does not present real value.

Be Customer Centered

There are a number of ways to build trust with your clients. The first one is to pay attention to their needs, and the solutions they require, rather than trying to offer a “one-size-fits-all” solution, that may not suit your particular customer.

Many sales reps go on calls armed with fancy Power Point presentations and stacks of literature, but they rarely do enough research, to find out more about the customers, and what their needs are. If there is a disconnect between what you are trying to sell, and what they actually need, you will never close the sale, no matter how great your offer is.

A smart marketer puts the customer first, keeping in mind their main problems. They will try to offer genuine solutions to those problems. When you put the customer first, you will really stand out, in comparison to other companies, and that creates an atmosphere of trustworthiness.

Email Marketing

Email marketing is so successful because it is a form of relationship building. You can build trust through the emails you send on a regular basis. Most of those emails should be valuable content, which is worth reading. Do not send junk, which just wastes your prospect’s time.

Again, think of your prospect’s main problems, and offer solid and appropriate solutions. This way, your subscribers will start to trust you, because they feel that you are not just motivated by making a sale, but by a genuine concern for their issues. They will get to know you over time. Once they feel they know you, they will feel they can trust you.

If you do send out a promotional emails, they should be solutions-oriented, presented in a trustworthy manner, featuring your product as a solution to their challenges. You should have a clear outline, that gives the features and benefits, without hype. Reviews, testimonials, and product demonstration videos can all be used to build trust.

Be Consistent

All of your sales letters and interactions with your customers should be consistent. Everything should be clear and on target. And in case you come across a difficult customer, stay even tempered, have empathy, and do not fly off the handle, or get frustrated or flustered. Your behavior in your communications, or in person contributes to creating customer trust.

Be Honest

Honesty is always the best policy, whether in business, or in your personal life. Do not point fingers, or play the blame game. You can make excuses, or you can make it right. Prove yourself to be trustworthy in all your dealings with your clients, and you should have no trouble retaining them as happy customers.


My Unfair Advantage


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