Trust Based Relationship Selling for the Digital Age

Trust is one of the most important factors in maintaining a successful relationship with your customers. It can boost sales, give your company an edge over the competition, but above all – it is the driving force behind brand loyalty.

The problem is, brand-customer trust cannot be established with the press of a button. 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?

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. Improve your security

Trust comes largely from the feeling of safety. This does not change when it comes to brand-customer relationships.

Using a secure connection (https) 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 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 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.

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? Contact us today to learn how to gain valuable leads without breaking your marketing budget.

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