Thanks to the Internet, today’s promotional product clients have product information, pricing, and customer reviews at their fingertips 24/7. And thanks to the current economy, they’re also more cautious about how they spend their hard-earned marketing dollars.
That’s where customer trust comes in. By putting a little extra effort into showing prospects that you are a trustworthy, honest business, you can really stand out from the competition and make a long-term connection that could result in repeat business. Here are six steps to get you started:
- Put yourself in your customers’ shoes and think about what they want to know before they do business with you. What questions might they have about your products? About your processes, policies, deadlines, timeframes, prices or additional charges? Write this information up in a clear, understandable way and make it easy to find on your website and order forms. Or answer common questions in your blog posts, newsletters, or in short videos you post to your website.
- Share your history. Tell the story of your business — how it got started, key milestones, and what your mission is. If your company is new, highlight your professional background and what led you to this industry. By sharing your company’s history and mission you can demonstrate expertise, commitment and longevity.
- Be open. If there’s an issue or delay with a customer’s order, tell them quickly. Explain the cause and what’s being done to remedy the situation.
- Monitor what’s being said about your company online and spend some time building a positive online reputation.
- Use customer testimonials and case studies. People trust the experience and recommendation of other customers more than they do advertising. Sharing feedback from happy customers can give you a competitive edge.
- Focus on “upserving.” This blog post from Rosalie Marcus examines why it’s important to shift your focus from upselling to “upserving” — going the extra distance to create a memorable customer experience. In contrast, upselling a customer to a product they don’t really want or need can cause them to distrust you.
What steps do you take to build customers’ trust in your business? Please share in the comments!