The bottom line is that people don’t buy from the companies with the flashiest merchandise and the slickest advertisements. Instead, they buy from companies they trust. If you want to make your sales message more trustworthy and win more clients, here are ten simple ideas:
1. Put Relationship Building in Front of Selling
Don’t call a stranger and expect him or her to throw thousands of dollars in your direction. It’s far more effective to call with the goal of turning that stranger into a friend. When the prospect is ready to buy, he or she is much more likely to buy from someone who has taken the time to build a relationship with him or her.
2. Take Time to Think about Your Sales Message
Don’t scribble out a few lines of copy ten minutes before the project is due. Instead, take some time to brainstorm about what makes your product unique and about why prospects should trust your product more than those sold by your competitors.
3. Seek the Input of Others
Ask people you know and trust to read your ad copy and make suggestions about strengthening it and making it sound more direct and honest.
4. Avoid Hype
Most prospects tune out phrases like “BEST PRODUCT EVER.” Take out the hyperbole and explain why you think your sale is so great. Are you offering a large selection of products, super-low interest rates, or brand names at generic prices? People would rather read the facts and draw the conclusions for themselves.
5. Keep It Professional
That doesn’t mean you can’t use humor in your ads, but it does mean that professional ad copy probably shouldn’t feature pictures of you drunk at your last lawn party or pictures of your spouse in a revealing swimsuit. After all, you’re trying to build trust, not look like the town drunk.
6. Get Your Name Out There
The more frequently people see your name, the more they are likely to trust you. It’s a good idea to take the time to sign up with the popular social networking sites and to become an active member in the online community.
7. Become an Expert
Court the local media so that you become the go-to person when they have questions about areas related to your expertise. After you’ve been mentioned in the press a few times, potential customers will see you as knowledgeable and trustworthy.
8. Try to Build Trust During Each Interaction
Every time you contact a client, from the first cold call to the routine follow ups, ask yourself what one thing you can do to build additional trust with this person.
9. Put Your Money Where Your Mouth Is
Try offering your clients free samples of your product or a free half-hour long consultation to discuss the services you provide. Nothing builds trust like actually experiencing a superior product or service.
10. Damage Control
Most companies run into messy situations at one time or another. When this happens, rumors fly and even your oldest clients may wonder if you’re still the best in your business. Rather than trying to cover up a troublesome situation, it makes more sense to engage in damage control. Make a brief public statement about how or why the problem occurred and how you are going to make sure it never occurs again.
Building trust with prospects isn’t easy, but taking the time and effort to do it can increase your sales and your reputation in your community.