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Building Trust Better than the Rest, Part 1: TALK Differently

ByErin Fults

Have you noticed that your customers have changed in how they prefer to buy, shop, and make decisions? 

Maybe you’ve noticed that your customers (or yourself!)

  • Get more quotes. “Shop around”
  • Are less trusting of salespeople 
  • Are less patient
  • Want to feel in control/empowered
  • Have more options than ever
  • Do more research online (reviews, comparisons, pricing)
  • Include more decision-makers 

Armed with all of this knowledge, 80% of buying decisions are made before a buyer ever contacts the company!

With these buying shifts, your marketing and sales tactics have to shift too.

It’s time to talk differently.

Customers are smarter, more skeptical, and demanding greater transparency. To connect with today’s buyers, you need to speak their language and address their real concerns.

The company that acknowledges the elephant in the room builds trust. And trust wins clients.

So what does it mean for a company to address the elephant in the room?

It means using your content (website, social media, collateral, emails) to address the Big 5 Questions of most customers:

1. COST

As a consumer, how frustrating is it when you can’t find transparent pricing on a company’s website? How long do you spend looking for it? And what do you do when you can’t find it? If we don’t talk about cost and price on our site, customers will find it from someone else. OR, if we do, we stand apart from the pack. Check out this post for more thoughts on transparent pricing.

2. PROBLEMS

If we talk about the issues/problems with our products/services, we’ll overcome those concerns before they become objections in the sales process. You’re not a good fit for everyone. It’s okay to be clear about that. Need an example? Check out our Who & How We Serve page.

3. COMPARISONS

You can build trust by providing an unbiased review of available options to guide the buyer in their search for a solution. Instead of writing a blog article that starts with “Why You Should Buy ____”, give them a comparison of two services or methods. Share the good, the bad, and the ugly, and trust that your client will make the decision that makes the most sense for them. By doing so, you make more educated customers and build your reputation as a trusted source of information. Here’s an example of a Comparison blog post we recently wrote.

4. REVIEWS

Share honest reviews of products and services in your industry–the good, the bad, and the ugly. Need inspiration? Check out this post. 

5. “BEST OF” LISTS

Don’t be afraid to use your content to compliment others in your industry. Again, honesty builds trust. We recently wrote a post about the 6 Best StoryBrand Websites. Check it out here.

In a world filled with noise, clarity is king. Your message needs to be crystal clear, customer-centric, and backed by substance. Help educate your clients about more than just your business; help them understand how to buy in your industry. By doing this you can build trust, differentiate your brand, and drive meaningful growth.

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