I’d like to address a pretty common concern that we hear from our end users, and that’s the issue of trust. Trust based relationship selling can give your company an edge over the competition but, with all the spam and phishing scams floating around, how do you let your audience know they can feel secure and comfortable doing business with you?
Helping your referral program users know they can trust you (and your website) is of paramount importance, and it can be as simple as simply telling them you’re worthy of their confidence. A study by Faun Li and Paul W. Miniard on the subject of trust and marketing raises a surprising (and kind of weird!) point.
Their research concludes that the basic act of telling your customer they can trust you will markedly improve measured perceptions of trust. The statement, “You can trust us to deliver quality service,” will actually help trust based relationship selling. Li and Miniard’s research indicates that letting your users know they can trust you will also increase their perception of competency, quality, fairness and caring. This idea of a mental suggestion of trust to your program members might be worth a little split testing to see what kinds of results you get.
6 Non-Verbal Signals That Establish Trust
There’s more to trust based relationship selling than simply telling your customers directly that they can count on you. There are a number of non-verbal signals you can send to your users to let them know they can do business with you with confidence. Here are some other trust signals to keep in mind:
1. A Secure Connection (HTTPS)
Using a secure connection means you’ve taken some effort to provide your customers with a service they can trust, which makes your business appear more legitimate. Letting users know that you’re protecting their data goes a long way for trust based relationship selling.
2. Professional Website Design
Nothing erodes users’ trust like an amateurish website. Some homegrown referral program solutions run the risk of falling into this category when oversight or budget are lacking.
3. Clear, Legible Copy
An overly complex or confusing website can damage your trust based relationship selling prospects. It’s also important that your quality copy doesn’t contain any spelling or factual errors, which may negatively impact your users’ perception of trust.
This may seem obvious, but it’s vital to employ copy written (and edited) by someone thoroughly fluent in the content language. Unusual sentence structure, syntax and poor word choice can be a red flag to consumers. This applies not only to language in the traditional sense (like English or Spanish) but also to the tone of language of your business and referrals.
4. A Believable Offer
It’s unlikely you’ll run the risk of hitting this particular speed bump, but the old adage, “If it seems to good to be true, it probably is,” definitely holds. Beware of the possibility that offering an extremely rich reward, relative to the product or service you’re selling, will make customers suspect you’re pulling a fast one.
5. Only Ask For What You Need
Trust based relationship selling is not based on collecting as much information as possible about your users. Your site should not ask for any more information than what is absolutely necessary for your program to operate.
Never, ever, ask for personal or sensitive information. I doubt many people would type their social security number in a web form and, if they would, they shouldn’t be. There are hefty compliance requirements for capturing and storing sensitive customer information as well.
6. Provide a Means of Contact
If a customer doesn’t see any way to contact you with their questions or concerns, it’s another red flag that you might not be trustworthy. Ensure your site offers an obvious and clear path for users to get in touch with you.
Strengthen Your Trust Based Relationship Selling With Buyapowa
Letting your customers know they can put their faith in you can offer huge benefits to your business. Trust based relationship selling can increase sales and referrals and help build a lasting relationship with your users.
Do your users view you as trustworthy? Did you know that 92% of people will trust recommendations about your team when they come from family and friends? Develop that valuable trust with potential leads and grow your eCommerce business with insider strategies from our free ebook, “Power Your eCommerce Business with Referral Marketing“.
Click here to contact Buyapowa today and learn how to gain valuable leads without breaking your marketing budget.