When you stop to think about how important building trust is in your everyday life you begin to see the true enormity of it. Your marriage is based on trust, how you raise your kids is based on trust, the job you do every day is largely based on trust. It is perhaps the one thread that is common in just about everything we do.
“No matter how many things change in the world of sales and marketing, the one thing that never changes is the importance and the weight trust carries,” began former New York retailer Richard Lewin. “What is different is the fact trust is even harder to build today as consumers are so busy and have access to more info and far more choices.”
Lewin, who is now a consultant, added that despite those challenges, brands stand to gain so much more when they garner trust. He explained, “Once you win a consumer’s trust, on top of having gained a loyal customer, you may have also gained an evangelist, someone who will rave about your business to all their friends and family on social media.”
While Lewin claimed there were myriad ways to go about building and ultimately securing trust, taking the time to build relationships is the foundation smart brands lay initially.
He added that it’s important to go beyond the typical “About Us” content and let some personality come through with social media efforts, as well as on the actual website.
“Always strive to put a face behind the brand,” he advised. “A fun and informative blog isn’t only great for SEO; it can position you as an authority. And when consumers spend time online, they are often looking for expert advice. Never shy away from providing it.”
Lewin stressed that trust in sales is ultimately built around three factors — competence, integrity and intimacy and urged that whatever plans are drawn up to build trust should be based on that core trio.
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