The people in my town are hard core skeptics. I spent the better part of 2018 trying to convince small business owners (SBOs) that not only could I GIVE them energy efficient measures (including installation), these measures could save them hundreds of dollars on their electric bills. I had a list of eligible small businesses. I visited the businesses, contacted the decision maker, and offered them our service. My biggest obstacle was convincing them the measures were free. Even when I admitted the catch was our measures had to fit their existing fixtures, some suspected a charge would eventually show up on their utility bill. SBOs missed out on both free installed measures and cheaper monthly bills because they didn’t trust me. I tried all kinds of reasoning: “Small business is the foundation of our community. The electric company knows it’s expensive to run a small business. I have the power to save you money, let me help you!” I felt like Jacob Marley’s ghost in “A Christmas Carol.” If you are in sales or outreach, (Let’s face it: For our employers to stay in business we’re all in sales or outreach) how do you earn a potential customer’s trust? Here are some things I did:
I started with friends; especially those with showrooms for whom lighting was a pain point. Not only do printers, jewelers, and tailors need well lit showrooms, those showrooms are expensive to light. After my team did a great job for them, I asked for referrals and encouraged word of mouth. I asked them if they knew other SBOs on whom I could call. When I got a name and contact number, I asked them to text or email that SBO to expect my call. Because my friend trusts me, and the referral trusts my friend, the referral can trust me. After installation, I sent emails to the referrals thanking them for participating. My email said I hoped they were happy with the measures and the lower electric bills, to call me if they weren’t, and oh, by the way, do you know of anyone else we can help? It’s the Faberge theory of marketing. Eventually in my request for referral emails, I could say we served over 100 businesses. I obtained permission from some to give their email addresses to skeptics as references. I used their credibility as a trust builder.
Other suggestions:
- Make it easy for your loyal customers to champion your cause. For example: Write a testimonial for them to approve or edit. Post it on your social media platforms and ask them to post it to theirs, if appropriate.
- Expect to contact potential customers multiple times before securing them: In person, follow up email, phone call, snail mail. Use different communication mediums to get their attention.
- When something goes wrong, and it will, fix it quickly and generously then use it as an example to potential customers of your trustworthiness.
Why go to all this trouble? Because trust takes time to build and once it’s broken, it’s virtually impossible to re-establish. Trust is what keeps your customers coming back. Translation: Brand loyalty. Like it or not, you are a brand. You represent your product/service. You need customers to trust you because their trust pays your bills.
What are some things you do to promote trust with potential customers? Please share in the comments section below.
