Why Trust Is the True Currency for Any Business

Trust is a founding principle that transcends all industries and markets. Principles have neither beginning nor end.

If you ask someone if Facebook or Google will be an essential part of their business success in 25 years, they’ll say they really don’t know.

However, if you ask someone if trust is going to be an essential part of their business success, they will say, at all.

Facebook is a platform, a tool. Tools come and go as markets change.

Even Google, which we’ve seen become firmly entrenched at the top of the search engine market, is just a tool.

Trust is a timeless principle.

It has been vital to success for centuries and will remain so for many to come. When we talk about success on a platform – when we talk about ranking well in Google search or Strong presence on Facebook – We’re really talking about trust.

Do buyers trust what you say? Do they trust your expertise?

If yes, then the platforms will reward you.

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What we talk about when we talk about trust

Companies tend to ask themselves: What content can we produce to rank well in searches?

But what they’re really saying is this: What content can we produce to build trust in order to rank well in searches?

The short version is very easy to use, but the more we do the more we forget the whole question we ask. We forget that trust is the real currency of business.

If people don’t trust you, they won’t feel that you have their best interest in mind or that you will actually keep your promises. They will not trust you to solve their problems.

Simply put, if people don’t trust you, they won’t want to buy from you.

The power of first impressions

Because restoring trust is more difficult than building trust from a neutral starting point, first impressions matter.

When customers find you online, they immediately expect your sales pitch.

Imagine you’re walking into a car dealership and a salesperson walks out. Do you expect the salesperson to care about your best interests, or do you anticipate the “Have you got the perfect car” routine?

Likewise, site visitors expect your bias, but you can disarm them by clearly showing neutrality. Instead of producing content about “Why HubSpot is Right for You,” try, “Is HubSpot Right for You?” One shows bias, the other does not.

We tell ourselves that a buyer doesn’t really want to know how we feel about a product because we’re selling it.

If true, the buyer would never ask us questions. They still had a little hope that we might be real and honest with them.

Unfortunately, they are usually disappointed.

With that in mind, let’s focus on how to build trust with our audience.

3 ways to build trust

1. Capture customer questions

For me, trust begins when the company decides it OWN CUSTOMER QUESTIONS.

In every industry, there are questions that we hope potential customers will ask, and questions that we hope they won’t.

The companies that have become the most trusted voices in their industry tend to have questions that no one wants to answer, such as questions about price or product shortcomings.

When you address these questions in your content, potential customers pay attention and trust you before they have any direct contact with you.

If you wait to address these issues until you speak with potential clients directly, you will find yourself playing the catch-up game.

At this point, they have already started to form opinions about you, both good and bad.

But if you take it Before You are asked, you act proactively and control the narrative.

Customers are more likely to trust you if you’re upfront – especially about deficiencies, price, etc Topics that most companies want to avoid.

2. Teach them how they want to learn

When you talk to clients you haven’t met yet, do it the way they want to hear it.

This means two things:

First, coordination is important. if Your customers want video But you are only writing the content, which leads to a disconnection.

Second, timing is important. Chances are, your customers don’t want to wait until their first sales call to see if your service is a good fit for them.

Instead, they want information on demand, expendable at whatever point in the buyer’s journey they are in.

If the information isn’t there, the buyer assumes you have something to hide. Companies that have something to hide are not seen as trustworthy.

3. Sell the way they want to buy

Today’s modern consumer expects to be able to purchase in an easy and convenient way.

There are still so many companies out there that stick so tightly with older models that you have to talk to a salesperson for any information. at the same time, Disabled people search for everything that causes frustration During the buying process and try to mitigate it.

Companies like Uber and Zappos have turned established industries upside down.

Twenty years ago, no one would have wanted to buy a pair of shoes without trying them on first. What if they don’t fit? Well, Zappos looked at that, built a customer-centric return policy, and mitigated that pain point.

People hate taking a taxi and don’t know how much their trip will cost them. Uber has built a model to solve it.

Companies that don’t sell the way people want to buy will find themselves left behind.

companies that be Wanting to sell the way people want to buy will win business and build trust.

Repairing a broken trust

best business See negative feedback from clients and customers as a blessing.

It’s easy to take things personally and get defensive, or blame the customer for being tough, but there’s a good chance the customer is at least partially right.

If you are Get a negative review onlineDozens of other people may be thinking the exact same thing but haven’t taken the time to write it down.

But if you can listen to your customers, and if you can put up with your past mistakes and shortcomings, it can go a long way toward building trust in the marketplace.

For me, the best example of this in the last decade is Domino’s Pizza. With sales plummeting and customer complaints growing, Domino’s launched a campaign to take full responsibility for the situation.

with the Oh yeah we did the campaignDomino’s acknowledged its critics and used their feedback to chart a new course.

This model can be followed in each industry separately. If your business has negative reviews—and customers realize it—you can say, “You know what, these bad reviews helped us identify some weak areas, here’s what we did to improve.”

This way, in one quick move, you validate your past clients and build trust with your future clients.

Why video builds confidence faster

For thousands of years, people have been saying that vision is faith.

Today, video production is easier than ever, and it really allows your prospects to see what’s inside your company.

This is an example from DexmetOne of our former clients.

Notice how immediately drawn to the video it shares information about the people and processes that make this company unique.

Even if their specialty has nothing to do with your business, you are intrigued by it.

The thing is, most companies in any given market say the same thing: “It’s our people that make us different. We have the best quality, we have the best service. We care.”

When everyone says the same thing, it becomes just noise – until someone is willing to stand out from the crowd Show What makes their company unique.

If you can show how your quality compares, and how great your employees are, they speak for themselves. You build trust because people can see the evidence for themselves.

Some manufacturers are reluctant to talk about their products sstimes, but it builds trust with your audience to show what you’re doing.

Instead of saying something that is proprietary, imagine saying, “Let me show you exactly how we build our product. Let me introduce you to the people who will fulfill your request.”

If you are willing to show it, it means that you will stand behind what you do.

If you are willing to be transparent, embrace video, and listen to your customers past, present, and future, you can build trust.

You can become the most trusted voice in your space – and we’re all in the trust business.

Featured image courtesy of Connecticut headshots

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