Lately I have been busy speaking in front of groups of business owners just like you. Although the topics varied from email marketing to social media, the one thing that stood out for me was the number of business owners who struggle with communicating value for prospects and clients in order to build and maintain TRUST.
Without moving someone through Know, Like and Trust you can never get them to take a chance to Try and eventually Buy from you. Trusting your brand is the key to building a lasting customer relationship where you have an advocate that happily refers and repeatedly buys. It starts with the customer knowing the value is in your product or service.
Communicating value is mostly about clearly demonstrating your difference. Then that difference needs to connect how your business can meet a need for someone who knows, likes and trusts you. Here are three keys to help you get started:
1. Educate Your Customers
When you educate your customers about how to get more out of a service or product, you are raising the amount of value they are getting for their hard earned money. If I advise you to use social media in your marketing strategy and then teach you the basics of Twitter, I’ve given you a head start to taking action. The possibilities are endless if you think of the different ways that you can educate your customers to help them get the full benefit of your product or service. You can hold a short webinar, write a simple guide or hold an in-person workshop to teach your customers how to maximize their investment in your service or product. Show them new ways to get more value from what you do and they’ll see you as a resource not a vendor.
2. Create a Community
Use your social media to build a community around your brand instead of broadcasting your promotions. No one wants to be sold to and especially on social media. They want to learn more about how you fit into their world. What problem can you solve? What value can you offer? The information you can share with your online community helps establish you as an expert. Building a community also gives you a place to listen and keep in touch with what your customers need and want. Think of the possibilities for dealing with potential customer services issues in real time or having new features crowd sourced by the conversation around your business.
3. Go the Extra Degree
People appreciate the smallest details and the extra degree. Your process, your staff uniforms and even the way you answer the phone can help build trust. By paying attention to what your customer needs, you are making THEM the focus of a unique personalized experience that they will talk about to friends, family and colleagues. These happy customers will gladly buy from you again because you cared about giving them the most value while solving a problem.
I hope these concepts will help you get started on building trust and earning loyal customers who become advocates.