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Building Consumer Trust

20 Nov, 2014 McKell Naegle

Marketing and advertising can help get your business’s name and brand known. However, those two things will not help retain customers or persuade a potential customer to patronize your business. What keeps customers coming is the trust. It’s known that customers usually won’t purchase anything from a business they don’t trust, so building trust in not only crucial to your reputation, but also your overall sales. Here is a list of five components to building trust:


  1. Be yourself, not a salesperson. Most consumers have had more bad experiences with salespeople than good ones. No one really likes to be talked to in that manner, or have someone try to manipulate him or her. Talk to consumers like they are a friend or colleague. It comes across as more personable and enjoyable to all parties.
  2. You can’t be switching how you do business and interact with customers. They want to know that whenever they come to your business they will always have a positive experience, be treated well, and receive quality products or service. If you change what you do, customers’ expectations will be altered and you will most likely have to go through some or all of the trust-building process again.
  3. Stay professional. Consumers will tend to trust businesses and people who take their job seriously. Know everything there is to know about your products, services, business, competitors, and industry. Also, it is in your best interest to learn as much as you can about your customers. Topics like their job, personal challenges, and hobbies are all good to know. This can be hard to do at a large company, but that does not mean gathering this data should be neglected.
  4. Keep an open mind. There are a lot of product and service options on the market. Keep in mind that a competitor’s product may be a better option for them. If customers see that you recognize that they may be better served elsewhere, they will notice that you are focusing on their best interests and not 100% on your sales and business figures.
  5. Take a stand when you know you should. It may not always be popular, but having the ability to make decisions based on what you think is right is a big deal. Customers will realize that you are willing to to stand up for what you believe in and most likely respect you for it. Also, do not promise anything that you can’t provide.


These five steps should help you along the path to building customer trust. Customer trust is a critical component of a business’s livelihood. Without it, customers will take their business to a company they do trust.



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