Establishing permanent trust is the most effective sales strategy your brand can employ, and doing so ensures brand success.
It’s hard enough to earn trust from a consumer one time. Why try to do it over and over again?
Here’s the one and only answer: If you can successfully establish a permanent connection and trust between your customer and your brand, you will no longer need to focus on retention. And once your focus is off retention, you can put your energy and focus where it belongs – on service. It’s always about service, because service is one of the biggest contributing factors to repeat purchase. And repeat purchase is the real definition of business for considered-purchase brands.
The potential customer wants to be assured that you will provide her with value. She wants you to deliver her a good product, and if you fail to do so, she wants to know that you will take back and refund/replace the faulty one.
This level of trust is inherent in any purchase decision, but is never more important than for a considered-purchase brand. This trust will get her to yes faster.
Establishing this trust doesn’t happen overnight, though, and it can be quite tricky to ensure permanence. Here are 3 tips to get you started:
- Display your contact information (yes, this includes your phone number, physical address, email address and any other method of contact you have) prominently on the main page of your Web site as well as on every piece of customer-facing corporate communication. This legitimizes your brand in the eyes of the consumer.
- Display your return, privacy and shipping policies on all relevant documents and pages. This ensures the protection of both your brand and your customer, also legitimizing your business in her eyes.
- Offer coupons, free trials and promotions to keep encouraging visits to your locations, whether they are digital or physical. Repeated interactions will cement your brand in the customer’s mental list of companies in your industry, more than likely near or at the top.
Enacting these 3 tips will probably not be enough to ensure permanent trust, but they are definitely 3 great first steps, with limited cost to you.
One final bit of advice, which seems rather redundant (however it is necessary to stress), is that this trust is the most powerful tool at your disposal.
If you exploit it, looking for a quick profit and/or providing a sub-par product/experience, your brand will fail (and fail desperately).
However, if you embrace it, follow through on your promises and provide a quality product and customer service, your brand will thrive.
Do you currently employ any or all of the tips provided? Have you considered the power of trust in the considered-purchase realm?