A customer needs to trust you prior to buying your product. We mention in our marketing seminar that the purchasing decision rests on two main questions being answered:
1) Why do I want to buy this particular product?
2) Why do I want to buy this product from your company?
Trust goes a long way in answering both these questions, so how do you go about establishing trust with your customer? First, it comes from longevity, both perceived and real. A customer can find a level of trust when you tell him you’ve been installing the product for a number of years. If this is not the case, you can change the customer’s perception is a couple of different ways. Consistent advertising can change a customer’s perception on how long a business has been around. Customer who consistently see you advertisement over a period of months will see you as an established company. The confidence you exude when you’re speaking with the customer is another way of building their confidence. While newer Dealers may find this difficult (an I’ve even seen some seasoned Dealers who have an issue with this), have a demeanor that puts the customer at ease because they sense you want to solve their problems will lead to more confidence on the customer’s end. How the customer is treated throughout the sales cycle is also another way of building confidence. A professionally done advertising message, a phone that is answered “Good afternoon, Concrete Technology, how may I help you?” vs. “Hello?” are just a couple of ways to build the customer’s confidence. Being on time and delivering on deadlines are other ways to build confidence. If you say you’re going to be at the customer’s house on Thursday at 5:30, do everything you can to be on time; if you’re running late, call the customer to let them know. If you tell the customer that; weather permitting, your crew will be on the job site a week from Thursday and should be finished by Friday afternoon, meet those deadlines. If you don’t think you can meet the timeline, don’t promise the customer.
A customer’s trust will not only lead to more sales, it also leads to more referrals as the customer confidently tells their friends and relatives to give your company a try.
