The Importance of TRUST in Sales & Marketing
Sales and Marketing simply put is just communication and the building of new relationships.
Like in any relationship, whether that be marriage, business partnerships and customer relations, trust is always a key component and essentially the foundation of that relationship, both upon first impression and establishment, all the way through to the management and longevity of that relationship.
I’ve personally worked with and consulted hundreds of small businesses around Australia and internationally, forming really strong relationships over the years and the one thing that I’ve learnt the most is that trust is the most important factor…
It’s the hardest thing to gain and the easiest thing to lose.
This article highlights where you can elevate and build more trust within your market and with your customer through both the sales and marketing stages, particularly online.
Trust building in marketing
More and more this is playing a huge role in the success or the failure of small businesses. There are a number of initiatives that you can implement in your business that will be a sure effective way to build those positive reviews particularly on your Google My Business (GMB) Listing and all review platforms available like trustpilot, facebook etc. this will no doubt boost your business’ trust with your audience.
Your website it a critical trust building element, your goal should be to engage that customer and tuck them into a level of comfort for them to make the decision that you are the service they’re looking for. How do you do this?
- Quality Design – Creates a strong first impression
- Linking your online reviews and social media platforms to your website
- Awards and Accreditation
- Your previous work and results and partners
- Education – people want to buy from an authority figure, portray yourself/ the business as an educator and specialist in your field.
Trust building in sales
Professionalism, efficiency & customer service
You or your staff need to remain professional regardless of the situation always be customer orientated, highly professional, highly efficient & friendly…this goes a long way!
Knowledge education & rapport building
Offer the right content that will solve your customers problem, your customers expectation is that your business will be the solution they’re looking for. You need to position yourself as the authoritative figure and as the person or organisation that has the knowledge. You also need to ensure that your staff or booking agent are highly trained and informed so that they’re equipped to address any questions, concerns and essentially solve problems! Like in any the foundation of that relationship, both upon first impression and establishment, all the way through to the management and longevity of that relationship.
Working with a builder in Melbourne who we worked hard with, focussing on increasing reviews on GMB. Through a combination of sales, marketing and mostly service strategies, engaging with their customers, this builder increased their review count from 5 to 33 in 2 months, taking their rating from 2.6 stars to 4.4 stars. Over the next 3 months, this resulted in a 27% increase in leads generated from the same marketing budgets, and more importantly, a 31% increase to their sales conversion rates and new jobs booked!
“Over the next 3 months, this resulted in a 27% increase in leads generated from the same marketing budgets, and more importantly, a 31% increase to their sales conversion rates and new jobs booked!”
The only difference was that through this increase in positive reviews, the level of trust established skyrocketed and so did this clients’ turnover and profits!
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