Whatever happened to trust? Banks don’t trust one another enough to make loans. Customers don’t trust banks. Republicans don’t trust Democrats. Democrats don’t trust Republicans. Independents don’t trust anyone.
When distrust rules, it’s harder for entrepreneurs to sell customers on the wonders of their new products and services. That means entrepreneurs need to create what I call a real reason to believe, which leads to credibility for you and your company.
Be Responsive
People are busy and impatient. They don’t want to wait 5 minutes on hold or talk to an answering machine. They’re tired of being treated poorly. So be responsive. Find a way to answer all your calls and respond to email quickly. A prompt, timely reply can make a huge difference to promote your trustworthiness.
Be Straightforward
People are extremely skeptical. They’re analyzing your words and behavior. They’re watching you like a hawk. So be straightforward and honest when you answer questions – even you have to answer, “I don’t know.” People appreciate the truth a great deal, and they may consider your honesty a winning point in your favor.
Be Present
Beyond being responsive, you need to be present. More and more people want to deal directly with businesses and avoid the corporate brush off. They’re tired of having to speak to an associate or an assistant. They want to deal with you on a personal level, so be there for them.
Be Patient
You may get tired of pitching your sale over and again to people, telling them the benefits of choosing you. Don’t cut corners and think up ways to automate the sales pitch (unless it’s on a website). Remember that selling yourself is part of your job. You may have heard the story a million times, but for every potential client, this is the first time – and it counts.
Be Personal
Consumers are tired of being faceless sources of income used to make a company rich. They want to build relationships, and they want to retain their identity. So be personal. Remember the potential client’s name, and use it often – both in greetings and in conclusions. Let your personality shine a little, too.
Be Confident
If a prospective customer hesitates and mentions a lower price offered elsewhere or seems to be comparing the benefits between you and your competition, be confident. Don’t bash the competition and be comfortable with what you offer. Ask the person what concerns they may have, and address them. Also, remember that it’s the person’s right to choose the best business – even if it’s not you. Accept that gracefully.
Be an Equal
Buyers are in a bad position. They need you, because they either don’t want to do a job, don’t have the item you own, or can’t fix their own problems without your help. That sometimes makes people feel that they aren’t in a power position – and that you are. Be careful with that power and treat people with respect. They are your equal at all times, no matter what you have that they need.
If you look back at all the things you should be (and there are dozens more), you’ll realize that business today comes down to upholding good standards of integrity, treating your potential customers – and your existing ones – with respect and honesty.
