Trust is imperative for the survival of your business.
It is gained when you keep your promises.
You earn it when no one is looking yet you still do the right thing.
Trust is deserved when you’re honest even though you could have easily gotten away with a lie.
It is built when times are tough and you stick around.
For many managers especially those who take a tactical approach to marketing, trustworthiness is merely a veneer.
When managers take such an approach to marketing, they think short-term.
They might buy email lists and send spam to their market.
Their main aim is to cut costs.
They consider trust to be an expense.
In order to cut costs, they work on trustiness instead of building trust.
Trustiness takes place when trust is used as a public relations tool.
The discovery of trustiness will lead to customer dissatisfaction and loss of business.
Tactical managers focus on getting away with as much as they can instead of working towards providing a better service.
They distract you with fancy graphics, hiding what you really need to know in the fine print.
They do not deliver their promises.
They might pay their debtors late even if there is money available.
Their customers receive poor customer service as the business is understaffed or employees are overworked and underpaid due to cost cutting.
They are always looking to save a buck, usually at customers’ expense.
But, think about it, who would really want to do business with an unreliable company they cannot trust?
This is why strategic managers invest in their marketplace.
Not cutting it
Managers who are willing to work for long-term success, build a good reputation for their company.
They listen to their customers and strive towards solving their problems.
The most effective way to earn customers’ trust, is to be honest and to give them the respect they deserve.
Don’t make promises you can’t keep.
When interacting with customers be yourself, do not act like a salesperson.
Speak to them like they are your colleagues, have a real conversation.
Treat them like your family.
Let them know if your products and services may not be right for them.
This will show them that you really want to help and you truly care.