How to Engender Trust With Your Customers

What do you think of when you are told, “trust me on this …” and then your interlocutor goes on to share the “facts” as they see them, oftentimes smothered in hyperbole, and more often than not the facts turn out to be pseudo-facts. The key is, they used the word “trust” as if it was a guarantor that the information which follows is the gospel.

The reality, trust is much harder to achieve than just having me or anyone else tell you that you may trust us. The famous sales guru, Zig Zigler, accurately points out, “If people like you they’ll listen to you, but if they trust you they’ll do business with you.”

And every company exists to provide goods or services, and to engage in commerce.

Let’s Look at What Constitutes Trust

Two primary traits jump to the forefront: character and competence.

While we often hear ‘high moral character’ being ascribed to an individual’s persona; the same holds true for companies. Does your company project caring, transparency, and openness with their intent? Intent envelopes so much of what a company drives to achieve.

In doing so, do they also provide evidence of their intent by their actions, high degrees of honesty, fairness, and authenticity? If your customers are calling BS to product claims, or you’re told your products contain more promises than results, aka “vaporware,” you’re failing on the character side of the equation.

The second attribute — competency — is where the rubber hits the road. Does your entity have the capability to achieve what they say they are achieving? No vaporware? Looking at both the employee base and product suites, are you projecting the skills required for the engagement? What of knowledge? Thought leaders present? Experience of personnel and company roadmap? What do the (Read more...)

This is a Security Bloggers Network syndicated blog post authored by Christopher Burgess. Read the original post at: Cylance Blog

Christopher Burgess

Christopher Burgess

Christopher Burgess (@burgessct) is a writer, speaker and commentator on security issues. He is a former Senior Security Advisor to Cisco and served 30+ years within the CIA which awarded him the Distinguished Career Intelligence Medal upon his retirement. Christopher co-authored the book, “Secrets Stolen, Fortunes Lost, Preventing Intellectual Property Theft and Economic Espionage in the 21st Century”. He also founded the non-profit: Senior Online Safety.

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