Do You Trust Me? Cultivating Belief in Clients & Prospects.

However, the long game is about creating experiences and relationships that will result in your customers returning again and bringing their friends.

In my experience, building trust with clients and prospects is imperative not only for making sales but for increasing the quality and depth of your relationships. Relationships built upon respect, trust, and consistency create long term value, which is invaluable to the longevity and quality of the working relationship = long term business viability. There are several proven strategies that business owners can employ to build this trust.

Why is Trust Important in Business?

In the beginning, it’s often difficult to view your business from a long term perspective because you’re simply trying to survive. Everything is very transactional. Someone walks into your restaurant and they buy a plate. Or steps into your shoe store and buys a pair of sneakers. Great! You’ve earned income for that day.  

However, the long game is about creating experiences and relationships that will result in your customers returning again and bringing their friends. If you own a restaurant, a customer being able to shake the hand of the owner or manager, coupled with great service from waitstaff and a delicious meal, will create a memorable moment that’s likely to make customers return again and tell others about your restaurant. Taking a moment to refer your customers to a sporting or entertainment attraction taking place down the street is like placing a cherry on top. 

Greeting regular customers by their names, asking them about their last vacation or family member’s birthday or life event, or taking the time to help someone choose an accessory that will enhance their appearance creates an emotional connection and builds trust.

Aside from hiring talent, the largest expense a business owner contends with is attracting new customers. Well, what happens when you begin to generate return clients, who introduce themselves to your enterprise repeatedly? It’s a multiplier creating more predictable revenues allowing you to invest more, be more innovative, and uncover deeper niches. The foundation of this predictable revenue is building trust with your customers.

How can I Cultivate Trust with Clients and Prospects? 

Understanding the importance of trust, here are 5 proven strategies to begin building trust in your business: 

1. Testimonials

Showcase testimonials that speak to the impact you've made in the lives or businesses of others. People ultimately care about your impact or how your service or product saved the day, more than the granular features of your product or service. It’s the transformation not the information they’re ultimately paying for. 

Client testimonials or third-party evidence is perhaps the most effective way to demonstrate your legitimacy. We all believe we are the best, most efficient, greatest value prop available. When others speak to your value it creates social proof.  

2. Subject Matter Expertise 

Establish yourself as a Subject Matter Expert (SME) by consistently posting content within particular subject areas that relate to your value proposition in the marketplace. Get specific regarding the challenges and solutions that will speak to a particular niche of people. Doing so demonstrates your commitment and proficiency in your craft.

3. Be a Connector

You may not be offering the solutions that a Prospect is looking for. Instead, introduce them to credible resources or service providers that can address their needs. Your trustworthiness will reach new heights. Prospects are all the more impressed when you provide an idea or connection solution that doesn’t immediately benefit you monetarily, because it demonstrates your commitment to their goals and interests, rather than your own. 

4. Join Forces with Credible Partners

Several years ago, I contracted my services with a capital acquisition and business plan writing company. They had signed a large contract that produced a greater volume of business plan writing work than they could fulfill. 

Despite the work being below my typical hourly rates, I participated. I understood that if I exceeded expectations, it would build my reputation and the reach of my company’s name in the marketplace. The affiliation with the company would result in increased social capital. 

It was a win, win situation. The company benefited greatly from my expertise, and the experience sharpened me, expanded my perspective, and allowed me to observe how to pivot when met with unexpected demands. 

5. Don’t Be a Jack of All Trades & Master of None

When a business owner is flitting from one unrelated endeavor to another, it causes confusion among customers and evaporates trust. They may wonder, What does his business actually do?  Does she have a strategy, or is she just trying to make money? 

Business integrity coupled with the ability to adapt over the long haul creates greater trust, credibility, and respect for your value proposition. It is possible to pivot or adjust your offerings, without uprooting yourself entirely from your original industry or market. You can find ways to keep one foot planted in your original area of expertise, and expand your service offerings by adding a related vertical, solving a related problem, or honing in on a more specific niche within your market. 

As a personal example, I am NOT going to start a tennis shoe or construction company at this point in the game. I’m known for my high business acumen, being a shrewd strategist, and my creativity in helping businesses better discover and communicate their value proposition. Tennis shoes wouldn’t make sense!

But, I’ve considered other more aligned pivots and growth opportunities. I’ve entertained launching a business media company that would allow me to dispense the considerable knowledge I’ve acquired in the business to business (B2B) space, and provide a platform for other B2B entrepreneurs. 

I’ve entertained niching down and providing business solutions to help construction companies become more solvent and scalable. When I began my journey in the real estate industry years ago, it started out of a desire to help real estate investors structure their companies properly, and be more strategic in their staffing and financing practices. 

These aforementioned pivots do not require me to detach myself from my area of expertise or my competitive advantage, but rather find different arenas to deliver solutions that are congruent with my skill, knowledge, experience, and talent stacks.

 Take the first step towards elevated performance by scheduling your consultation with JSB Business Solutions. Click this link and schedule a day and time that works best for you.

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