How to Build Trust With Customers: Why It Matters
Most people find it difficult to establish trust. One of the most frequent queries is how to build trust with customers. At first glance, the solution is rather obvious: be a trustworthy person. But what does it mean to be trustworthy?
What Does One Need to Be Trusted?
Certain traits characterize trustworthy individuals. People do not only buy from those they like. Instead, they buy from those they like and trust. More specifically, people buy from people they trust. If you give great information, customers will buy from you. Likewise, if they believe you, they will buy from you. Therefore, credibility is always big. These are the seven points that will increase your trustworthiness among your clients. There are many other aspects apart from these seven points.
Demonstrate Industry Knowledge
First, demonstrate industry knowledge. For example, if you sell into the pest control marketing industry, you have to know that industry. Likewise, if you sell into the telecommunications industry, you have to know it well. You must understand what is happening in the market. This includes trends, policy changes, and government changes. In addition, know which companies are jumping in and which are merging. Watch the mergers and acquisitions as well. These little details matter.
Marinate in the Industry Like a Good Steak
In other words, marinate in the industry like a good steak. A steak soaks in a sauce. In the same way, you have to soak in the juices of the industry. Understand everything that is going on. To do this, read information online and read newsletters. Use many sources of information. As a result, you build your knowledge base. Think of it as a mental database. Then you can talk about what is going on in the industry. This is what customers want. When you demonstrate industry knowledge, they look at you differently.
Understand Your Product
Next, product knowledge goes hand in hand with industry knowledge. You cannot get away from it. You have to understand your product. At the least, understand every aspect of it that impacts the customer. Specifications, features, and benefits are not enough. You need to truly understand the product.
You Need to Use the Product
Therefore, you need to use the product. Play with it. Touch it. Turn the knobs and plug things in. For example, a person selling telecommunications equipment can go into the lab where the engineers work. Then they can ask how everything works. This hands-on approach builds real understanding.
Market Knowledge Is Really Trying to Understand the Bigger Trends
Third, you need market knowledge. It differs from industry knowledge. Industry knowledge shows where one specific industry is going. Market knowledge, on the other hand, means understanding the bigger trends. These are the macro trends in the industry. Together, they give you an overall view of what is going on in the market.
Dedicate Some Time to Reading and Learning
This is a tough one. It takes a lot of studying and a lot of reading. All three areas, industry, product, and market knowledge, require time for reading and learning. So ask yourself how much time you spend learning about your product, industry, or market.
20 to 30 Minutes a Day
If you do not spend 20 to 30 minutes on it each day, you are doing yourself a disservice. At times, even 15 minutes can help. Small changes on the market make a difference. Thus, find a way to be updated on your market, industry, and product. These are the first three.
Product, Industry, and Market Knowledge
Together, these three form a solid foundation. On top of this foundation, you can have real conversations with your customers. Next comes number four. Customers want you to be honest. That may sound simple. Yet many people are simply not honest.
Lying by Omission
Notice that this does not mean lying about the product. Rather, it means lying by omission. This happens when a customer asks you something and you do not give a false answer. However, you also do not give the complete information.
Maybe Your Product Offers A, B, C, and Not D
For instance, while your product has A, B, and C, but not D, the customer is only interested in A, B, and C, but will eventually ask about D. While you could have known this and failed to mention it, that would be lying by omission.
Customers Need Help
Customers need help. They are looking for something to guide them. There are so many options today. Things are getting more complicated. As complexity increases, decision-making gets harder. Therefore, customers want you to be honest with them.
Be Direct to Build Trust With Customers
Fifth, be direct. This is a good one. As far as establishing trustworthiness right away, be clear. However, being explicit does not mean being blunt as well. For instance, your client could inform you of his desire to do something with your product. If he is unable to do it, tell him how he should do it.
It’s Okay to Correct Your Customers
Sometimes a customer does something that is not smart. In that case, find a polite way to say so. You would not use the word “stupid,” but the customer gets the idea. The goal is to correct them. It is okay to correct your customers.
The Customer Isn’t Always Right
We often hear that the customer is always right. Let’s get past that saying. The customer is not always right. After all, the customer does not know everything. They sometimes lack your perspective on the market, product, or industry. That is where you come in.
The Salesperson Is the Differentiating Component
Today, the salesperson is the differentiating component. All products are beginning to look alike. Likewise, all services are almost at parity. So who is the great differentiator? You, the salesperson, are the differentiator in the market. It is your ability to position the product so the customer says, “Ah, I get it.” After all, it is not what you sell. It is how you sell. How you sell makes all the difference in whether a customer buys your product or somebody else’s.
Be Even-Handed
Sixth, be even-handed. This is the best way to be trustworthy. Often, you ask for somebody’s opinion and they go off the rails. They go so far right or so far left. As a result, you cannot listen to them because their viewpoint is so extreme.
Recognize Both Sides of the Coin
Being impartial means breathing deeply. If the client is asking a question, consider both the pros and cons. For instance, say that it is a great question. Explain what they will be able to do with your products. On the other hand, state what they will not be able to do. Discuss both.
Having an Open Mind
After that, you can add a few honest words. On the positive side, here is what you will do. On the negative side, we do not have these features. Honestly, you are not really going to use them. That is being even-handed. It means having an open mind to the discussion. Do not push so hard left or so far right.
Statements Like That Undermine Your Trustworthiness
Some salespeople say, “I would never use that product, it is a horrible product.” Statements like that undermine your trustworthiness. When you go hard to one side, people ignore you. They see you as extreme. Hence, be impartial when praising, commenting, and criticizing others. Try to view things from both sides. And then give an impartial response.
Listening Helps Build Trust With Customers
Seventh, and most important, listen. It is such a simple word, but it is hard to execute. The reason is simple. Our brains process information at 500 to 800 words per minute.
People Talk at a Slower Rate
On average, people talk at about 150 to 300 words per minute. Do you see the problem? People talk at a slower rate, while our brain processes faster. That is why we constantly think, “Hurry up, I get it.”
Slow Down and Listen to What People Are Saying
However, before that can be done, there is a need to learn to breathe. There is a need to relax and listen to what people are telling us. Listening helps one to tune into the wavelength of the client. As a result, you build trustworthiness.
How to Build Trust With Customers: What Does One Need to Be Trusted?
Let’s review the list. To be trustworthy, have industry knowledge, product knowledge, and market knowledge. In addition, be honest, be direct, and be even-handed. Finally, listen to your customer, not to yourself. Do these things, and you will build trust between you and your customer. This is the core of how to build trust with customers. Learning how to build trust with customers can help you develop stronger customer relationships over time.
Go Slow to Build Trust With Customers
Keep in mind that building trust takes time. It does not happen immediately. It is not a binary thing. Many people think trust should happen right now. However, trust builds over time. Therefore, be patient when learning how to build trust with customers. Go slow to sell more.
