“I have known a vast quantity of nonsense talked about bad men not looking you in the face. Don’t trust that conventional idea. Dishonesty will stare honesty out of countenance any day in the week, if there is anything to be got by it.” ~Charles Dickens
Sadly, disreputable marketing has taught people not to trust.
Here’s what the research says:
Nine out of 10 people will trust recommendations from personal friends — and even consumer opinions posted online — more than anything you might say about yourself (source: Nielsen Global Online Consumer Survey, 2009).
Yet nearly four out of 10 people report not recommending a service, even though they considered their experience to be Very Good (source: Temkin Group Q1 2011 Consumer Experience Survey).
If people aren’t willing to trust what you say about yourself, and they aren’t willing to share their recommendations with others, how do you develop trust?
Authenticity
You’ve seen the words transparent and authentic a lot lately. That’s because people are looking for the catch. It’s almost a guilty-until-proven-innocent scenario. Whatever your business or personal personae may be, it needs to run deep. Whatever promises you make, implied or direct, must be believable. And delivered as promised.
Identification
People like people who are like them. In all your communications, it’s important that you build immediate rapport. How? Talk the way your readers talk. Care about the things they care about. Don’t just say you get them. Really get them. When they’re done reading your materials, they should feel you just took a stroll through their brains.
Generosity
The Rule of Reciprocity says you can create a sense of obligation by giving something to someone. Think about all the fundraising promotions you’ve received with those return address labels. They aren’t valuable, yet they make you want to give — well, at least a little. Consider, then, what could happen if you gave away valuable stuff. Never hesitate to give away information and advice. Be generous with your help, and you’ll become a trusted resource.
Authority
Especially if you’re a service provider, people are more likely to believe you can deliver on your promises if they recognize your name. Your goal, then, is get your name in front of your prospects and become known as an expert in your industry.
Frequency
Don’t have a strong name yet? You can build familiarity simply by putting you name in front of your prospects consistently. Drip marketing, automated marketing, and an active social media presence can all create trust over time.
Popularity
Social proof is one of the best ways to build trust. Can you get a direct or implied endorsement from a celebrity or thought leader? Do you have testimonials from happy clients? What about case studies? Help your prospects see that others trust you, and they’ll be more likely to trust you as well.
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What do you do to build trust among your prospects? Have you been able to develop a trust-builder that significantly shortens your sales cycle or improves your closing rate? Share your comments below.
photo credit: Grubby Mits
