Regardless of what your market strategy involves, consumer confidence is a critical factor to achieving success in 2018 and beyond. In business, as in life, there are no easy shortcuts: customer confidence has to be earned over time though dedication, quality, transparency, honesty and good old fashioned hard work. With that said, it’s a much simpler process when you use the following steps in our guide.
TRUTHFULNESS AND HONEST
The critical step to obtaining customer confidence involves truthfully representing your services and products. That’s right, your responsibilities include making sure your company's’ services, products and offerings are positioned in the best light. However, there's a big difference between a masterful product presentation and a misrepresentation of the reality of the product itself. Marketers would be wise to take heed of this.
Providing customers with detailed, accurate and honest product information is the best way to give consumers a representation of what will arrive at their home when they opt to "purchase" – you would be wise to make sure their expectations were well met.
The most successful companies and professionals don't pursue 1-time customers; they work diligently to acquire loyal repeat-customers that purchase time and again, increasing the lifetime value (LTV) of each newly acquired fan.
Back to “honesty”. The most ideal way to gauge your accuracy and honesty is through your customers' reviews. If a product or service is receiving consistently low quality reviews, there's a disconnect between consumers' expectations and the end product or service. No product or service is going to please everyone, but consistently bad reviews (as opposed to a small %) indicates one of the following issues: your product isn't being presented accurately or the value proposition is not a good fit for your target demographic. In either circumstance, this feedback from consumers is crucial.
Even if a service or product doesn't live up to consumer expectations, there's still an opportunity to garner trust by way of excellent customer service. Offer free returns for unsatisfied customers so they don't feel conned. Responding publicly to poor reviews is another good tactic: it requires only a small time investment, but it will have a huge impact on unsatisfied customers and other potential consumers looking to product reviews for guidance.
Presuming you’ve established honesty and rapport with your customer, it's now time that you deliver on consistency. A number of outstanding interactions with your company can be immediately offset by a single negative interaction. It's important to make sure you're consistent in the following areas:
Customer confidence is a critical to the success of a business, and is an aspect of your company that over time can make or break you. Shortcuts in this area are NOT an option. However, those retailers and brands that pursue accuracy, honesty, and integrity will see incredible long term results.
Your friend, and business growth specialist
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.