The Power of Trust


Why is trust so important? Have you ever bought something from someone that you didn't trust? The act of handing over money indicates that you trust the other person to follow through on the contract. Occasionally, we will make impulse purchases at markets, and while travelling, with people that we don't entirely trust, but this is rare. Unfortunately, there are untrustworthy business people in the world, and there always will be. The question is how do we build trust with potential customers?

This issue is especially difficult for those running online businesses. When we meet people their body language, tone, choice of words and our intuition help us to identify trustworthy people… sometimes we get it wrong, but it is still the best way we have to determine whether to trust some one. So the question is how to build trust through a computer screen?

  • One thing you can do is to offer money back guarantees, it eliminates a lot of the risk because if you don't deliver on your product or service, they can get their money back.
  • A second option is to create video material - introduce yourself, your staff, the location you work from, how you work etc. This allows people to connect with you instead of just reading content.
  • With your social media marketing, it is important to share more personal posts - What happens in the day to day of your business? Who are the staff that work there? What is the working environment like? What do the staff/owners do in their time off? It may seem counter intuitive but too many businesses get caught up using Facebook and other Social Media outlets as broadcast mechanisms when they are in fact two-way conversations. Personal insights give them a glimpse of your world and build that connection. You should have a good mix of information, sales and personal posts on your social media sites. It still surprises me that the personal posts perform so well, so take advantage of it in getting your message out!

If you are operating in a brick and mortar business, it is important to build good, solid relationships with your customers. Make sure that your staff are well trained and understand the type of business you want to run. Unless you run the business yourself, your staff are the face of your business.

What makes your trust and choose a business to work with?

Remember trust takes time to build, people aren't going to trust you instantly. It is also easy to break people's trust - so be careful, one bad decision and experience can ruin the hard work you have put in. Make sure you have your strategies and communication guidelines in place, and stick to them.