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How to Establish Trust With Potential Clients and Why It's Important

by Lauren Salles, on Nov 20, 2018 10:00:00 AM

Dictionary.com defines trust as “a firm belief in the reliability, truth, ability, or strength of someone or something.”

When you trust someone or something, you can depend or rely on them to meet a need that you have - whether it’s a need for community, companionship, information, entertainment, or a service.  

Everyone has needs.  Some needs are universal (like the need for social interaction) while others are more specific (like the need for a massage).

Regardless, needs motivate people to form relationships.

For this reason, your job as a business is to meet the specific needs of your clients.  Before you can do that, though, you must understand what those needs are. Then, you must show your customers that they can trust you to fulfill their needs.

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Let’s break down these concepts further.

To establish trust, you must first understand the needs of your potential clients.

It is dangerous to assume that you already know your clients’ needs without doing a little research.  Take a survey of your current clients - who are they? What are their needs? Why have they chosen to do business with you instead of taking their business elsewhere?

Imagine that you are a massage studio.  After polling your customers, you discover that most of them are working parents.  They enjoy your studio because it offers flexible scheduling, a tranquil environment, longer sessions, and aromatherapy.

This new data allows you to better understand your target audience.  It gives you insights to their specific needs, which can help you gain credibility in the eyes of potential clients.  

The second step to establishing trust with your potential clients is to show them that you are capable of meeting their needs.

Use the information that you collected in the previous step to prove your reliability and expertise.

Communicate with your audience.  Share information that boasts your knowledge and specialties.  This will catch the eye of your potential customers and make you appear more trustworthy.

In the case of the massage studio, you could share content about stress, health, and the benefits of massage and aromatherapy.  You could also share images of your studio on social media to show off the peaceful ambiance.

Any content that you put out will either hurt or enhance your brand’s image.  That’s why it’s important to understand who your potential clients are and create content that appeals to them.

The bottom line is:

You must find a way to convince your audience that you are worthy of their trust.

Because trust lays the foundation for relationships. And as we know, relationships build businesses.

We engage in relationships with people or things when we need something from them, and we trust them to meet that need.  

You must show your potential clients (via your content, brand, social media, and marketing efforts) that you are capable of satisfying their needs.  This establishes trust, which lays the groundwork for a healthy business/client relationship.

How will you establish trust with your potential clients?  We’d love to know!

Share with us in the comments!

Topics:business communicationcustomer experiencecustomer loyaltybuyer personacustomer engagement

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