Can You Measure Trust?
Last Saturday I gave the seminar Women Do Marketing Differently in my yearly program Women Do Business Differently.
I realized that many women do not know the difference between marketing and sales. They see them as the same and because of that they miss the huge advantage that they can have in today’s economy.
They say that clarity is power. Nowhere is it truer than when it comes to business. In business clarity is not only power it would mean the difference between success and struggle.
If you’re not clear about the difference between marketing and sales you are missing the most important ingredient that would make your sales easier, faster and efficiently.
The job of marketing is to make sales redundant!
If you are not clear about that you are making the biggest mistake in your business, as you are not focusing on the right element.
When you get clear about this definition you start focusing your marketing strategy on taking your audience through the cycle that would bring them naturally to want your product or service.
This cycle consists of three important steps – they need to KNOW about you, they need to LIKE you and most of all they need to TRUST you.
The question is how do you bring your prospects to TRUST you?
How would you know if they trust you? How would you be able to quantify trust?
Just like in any relationship without trust there will be NO relationship or the relation-SHIP would turn to relation-SHIT.
In your personal life you probably know to evaluate when the trust is down and you can recognize when it is low and the effects of it. In business it is usually regarded as a “soft” quality that cannot be measured and therefore is treated like the Loch Ness monster – “we heard about it, but we’ve never seen it”.
The book by Stephen M.R. Covey called The Speed of Trust shows us how trust is actually a fundamental issue for the success of a company and how it can be measured. Although Stephan Covey is focusing on big business what he shows is just as true for small businesses and to your own business.
Stephen Covey starts by explaining that trust means confidence. The opposite of trust is suspicious. When you trust people, you have confidence in them. You have confidence in their integrity, in their abilities and in what they do. When you don’t trust people what you are, in reality, is suspicious about them. You are suspicious about their integrity, about their motives, about their agenda, their capabilities and track record.
Which means that if your clients do not trust you or your product and service, it means that they are suspicious about your motives, about your ability to help them, about your reasons to help them and about your capability to deliver the promise that you say you could.
When you realize this simple definition you can come up with a clear formula to see why trust is essential to the success of any business.
When trust is low customers would be cautious of what they are doing, you’ll have to invest a lot of time and money in convincing them why you can deliver what they want and that your track record is good. The costs of your marketing will be soaring while your income will be lower, your ROI will be low.
When trust is high customers would be willing to take risk, customers will be taking your offer quick, you will not have to invest a lot in convincing them, they will be willing to buy and spend money with you just because they trust you and not for any other reason. They will be willing to go with their emotional decision much faster without the need of their rational mind that need proof. Your revenues will be soaring.
This clear formula explains why trust is so essential in the success and growth of any business. Suddenly the “T-Factor” is clearer and less “soft” or vague; it can be quantified and checked.
Now I’m curious…
What are YOU doing in your business to gain the TRUST of your customers?.
Share with us your tips, suggestions or advice how to gain the trust of your target audience
Share with us in, the comment box below.
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Have a magical week! Vered
