You Have to Earn Them
Know Your Customers
I was stuck in traffic the other morning going to work. The right lane was closed for construction so the approaching vehicles were all corralling into the left lane.
The vehicle in front me was a delivery truck for a local business called Twins. I’ve seen these trucks before, but I never looked too closely at the logo on the back. Funny what five minutes of stop and go traffic makes you notice.
The logo is nothing special. A circle with an illustration of the two founders — heads and shoulders only similar to a bust — but it was the line below them that caught my attention.
It’s as simple of a line as you can think of. Trust Twins. Trust our product. Trust our service. Trust us.
This phrase really stuck with me because of its transparency but also because of its ambition. Getting your customers to trust your products and brand is one of the most essential components for success. Essential, and yet oftentimes, the most difficult.
For small business owners, gaining the trust of customers and clients can make or break your bottom line. Just think about the places of business you frequent yourself. Why are you loyal to that brand or keep returning? Why do you recommend the company to a friend? Because you trust they will not only have the product or service you are looking for, but also trust you will be treated with respect. You trust that your presence and dollar is valued.
On the other hand, it’s incredibly easy to lose your customers’ trust by making mistakes. This can be anything from not delivering on a promise you made to not being honest with your customers or providing bad customer service.
So let’s look at some ways you can immediately start earning loyalty with customers.
Learn From the Big Boys
Okay, not everyone’s business will be as big as Coca Cola, Amazon or Apple, but that doesn’t mean you can’t study how they gain customer loyalty. In many cases, these companies have risen and stayed on top not because of sales or share in the marketplace, but because they have made it a priority to establish relationships and trust with its customers.
Former global marketing officer of Procter & Gamble Jim Stengel said, “we’re seeing more of an emphasis on brands building emotional relationships with consumers because it’s powerful and it works.”
Need examples? Amazon, arguably the most trusted brand in America, earns its customers’ loyalty and trust by offering low prices, free shipping on many orders and a convenient check-out system so customers can shop and buy hassle-free.
Southwest Airlines breaks all conventional rules of the airline industry by not charging for checking bags to offering open seating and even having fun and engaging flight attendants who impersonate Elvis or sing the safety directions before take-off.
Prove You Trust Your Customers
Trust is a two-way street so before you can expect customers to trust your brand or product, they need to feel like you trust them. There are a number of companies that have success because they established trust with customers by first proving they believe in their customers.
High end department store Nordstrom has a reputation for offering great customer service by trusting customers returning items. In fact, the store was rumored to have taken back a set of snow tires despite never selling tires in the first place.
And while this story is somewhat a myth, Nordstrom has gained the trust of its customers by promising to accept items the customer claims are defective, no questions asked. And they deliver on that promise.
Realize Trust Takes Time
Building loyal relationships and trust with your customers doesn’t happen over night. Earning trust is not about doing something right one time. It’s about proving yourself over and over again with every customer who walks through your doors.
This includes making sure you are doing your job well day in and day out. From creating great products or offering exceptional services to being innovative in your field and keeping your promises, building trust happens across multiple platforms over consecutive months and years.
Don’t lose patience. Customers notice when companies deliver on promises, but more importantly, they notice more when companies fail to deliver. Study companies that consumers trust, as well as companies that have lost the trust of the public so you can begin developing quality relationships that keep your customers coming back time and time again.
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