Strategies for Earning Customer Trust

One of the first things you learn when starting a business is that there will always be someone else doing exactly what you’re doing. The good news is that it doesn’t matter, so long as you can differentiate yourself—and one of the best ways to do so is by building trust through incredible customer service.

In most cases, a customer who trusts you will not only keep coming back but also tell their friends and family about you, sending more prospects your way. But earning that trust takes more than a single positive transaction; it requires repeated actions over time that showcase your humanity, deliver immense value, and present you as the authority in your market.

Incorporate the following tips into your current business plan to build a solid foundation with new clients that will encourage repeat and referral business.

Foster a trustworthy environment

Building customer loyalty starts with your employees. After all, as the people in front of your customers every day, they are the faces of your organization. So if their work environment isn’t based on trust, how can you expect them to promote it with new clients? That’s why leading with a people-first mentality in all areas is so essential—it will create an atmosphere of authenticity and put your business in a positive light.

The key is to set very clear expectations for your staff, such as by giving new hires a playbook of dos and don’ts when interacting with customers, driving home your company’s mission and where each employee fits in it, and empowering them to be their own decision-makers. An employee who feels trusted will be better prepared to inspire trust in your organization.

Put your mission front and center

You and your employees know your business’s core values and goals inside and out, but your customers should too. Let them in on what makes your organization tick, and they’ll reward you with their confidence in return.

Is your company a family-run business with decades of experience serving people in your area? Did you develop the concept for your business out of personal difficulties or triumphs? These are all details that will humanize your company to your clients and endear you to them as its leader, which will, in turn, help develop their trust.

One avenue for highlighting your mission and values is through your website. An “About Us” page can be a great way to share your story in your own words. If you haven’t done so already, consider taking some time to write down your company’s journey and add it to this page on your site.

Another option is to create marketing pieces that emphasize your values. For example, if your primary focus is helping people plan for their retirement, you could post a “Retirement Tip of the Day” to your socials and offer a free retirement planner in a monthly client newsletter.

Communicate effectively

Proper communication is essential to so many areas of business success, but it can be particularly important when it comes to gaining the trust of your clients. Nothing sours a relationship quicker than a misunderstanding.

To ensure that you and your employees can avoid this costly issue, craft well-established parameters for how to deliver your business’s message and services. Clear and concise pitches and scripts, for example, can help your salespeople overcome objections and effectively communicate value. They should be able to succinctly repeat back the customer’s pain points, describe how they can solve them, and outline a plan for doing so—without overpromising or underpromising.

Don’t underestimate the power of follow-up either. A single interaction with a customer is seldom sufficient to earn their trust or secure future business. A well-organized CRM can help you keep a record of all your customers and their important details, like anniversaries and birthdays, and track the status of your last communication with them to ensure that too much time hasn’t elapsed since then.

So how often should you be following up? According to Steve Pappas, customer-service expert and host of the Science of CX podcast, the right amount of follow-up depends on where the customer is in the sales journey. Generally speaking, a new-to-you customer will benefit from frequent communication more than a longtime one, who may grow tired of daily emails. You’ll also want to respond to customer concerns promptly. Even if you can’t solve all their problems immediately, taking the time to address a complaint will make sure they feel heard and show that you’re not sweeping it under the rug.

Go above and beyond

We’ve covered a variety of ways you can provide a good customer experience that will make your business more likable and trustworthy. But what if good isn’t good enough? In competitive markets, exceptional customer service is what’s going to help your business grow.

Here are a few key ideas for taking your customer experience to the next level:

• Follow-up emails are good, but follow-up letters and phone calls are better. During your first interaction with a customer, collect their personal information, such as their home address, birthday, and even their social media handle, and then make sure to use it. A handwritten card or happy birthday phone call, a personalized letter of congratulations for a promotion or other important life event, and a well-wishes gift card during the holidays will show customers they’re more than a transaction to you.
• Consider starting a referral program to entice customers to spread the word about your amazing services. This doesn’t have to be complicated; for each referral a customer provides, you could give them a gift card to another local business or offer a percentage off their next service with you.
• Think outside the confines of your business. If you have an opportunity to help a customer in a way that goes beyond your usual services, do it. For example, if they’re new to the area and have children, send them a list of the best parks and playgrounds or trusted childcare providers.

If you can earn your customers’ loyalty, you’ve hit the jackpot. Implement these strategies, and watch as your business grows to new heights.

TAKE ACTION:
Consider your current business plan to identify areas where you could improve to build customer trust.