How do you build trust in your business?

Customer care, How to, Small business1 comment

Recently the news has been full of stories about people betraying another person’s trust.  These have included celebrities and footballers and one prime example is the general public losing faith with banks.  What these stories show is how quickly a relationship can turn sour if one side doesn’t deliver what is expected of them.  It’s the same for business: our clients trust us to deliver a certain level of service and if we don’t then the relationship can be damaged forever.  Unlike celebrities though, we don’t have a Max Clifford figure to help us gloss over any shortcomings, so this got me thinking about how we can build trust with our clients and get them to become raving fans for our business.

First of all, sit down with any prospective client and go through what kind of challenges they face in their business and how your services can help them.  Don’t hard sell though, just talk to the client and try to find out about them and their business.  See if there’s any common ground between you as this helps build a connection which you can use to grow the relationship.

If the client is unsure about using your services immediately, then offer to add them to your mailing list so they can receive regular updates on your services or products.  Keep in touch with them either through email marketing, networking meetings or just meeting over a coffee to chat about the ups and downs of running a business!  This gives them a chance to get to know you and see what you can do before committing.

Trying to “warm up” a contact takes time and has been compared to wooing someone!  Instead of tempting them with roses and chocolates though, use free guides and newsletters that will help them in their business.  Not so romantic perhaps, but once they can see what you can do and that you can “walk the talk” then they will begin to trust you and see you as someone who can address their needs.

Once they do become a client, set out clearly the terms of the contract and what each of you expects from the other.  Have regular review meetings to make sure that you’re both happy.  Try to exceed expectations where you can and be proactive by getting to know the client’s business so you can see where you can add value.  Lastly always seek feedback from the client and find out how you can improve your service to them.

By building up a relationship with clients,  you not only get a sense of satisfaction that you’re helping them succeed in their business but you’re also helping to build your own business with a growing network of loyal and satisfied customers.