Communication That Makes Your Mark
Swearingen Communications Insights
Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
The #1 Question Your Prospects Want Answered
| By Leah Swearingen, APR “Can I trust you?” This is the top question on any prospect’s mind. No one is going to hire you if they don’t trust you. Even formerly satisfied clients and referral partners may turn elsewhere if their confidence has dwindled. Like many things in life, professional relationships can come with an expiration date. Being considered trustworthy is key to any long term relationship. Yet, millions if not billions are wasted on ineffective marketing campaigns because they don’t address the trust factor. Before investing money in various marketing initiatives, it’s important to revisit where you currently stand with these pillars of trust: Competence. If you don’t come across as having a solid grasp on your area of expertise, how can I trust you? Any marketing program should provide ample evidence of your command of your field. Think presentations and speeches, written articles, shared expert articles online, email correspondence, and more. Transparency. Whether it’s walking into a law office or an auto shop, prospects have the same question: “What’s this going to cost me?” It’s incumbent on you to explain your process, fees, and timing, and address their expectations. Up front. Integrity. Integrity is the foundation of trust. It’s doing what you say you will do. It’s keeping promises and walking the talk. If you tell a client you will call them the next day and you don’t, that is a broken promise. If you tell a valued referral partner that you will set up a lunch meeting and don’t, you risk becoming known as a flake. People tend to pay very close attention to these little promises. Far better not to promise anything than to make a promise and not keep it. Putting clients and the public first. If I don’t sense that you have my best interests at heart, how can I ever fully trust you? One simple way to demonstrate this is by helping clients save money, educate them, or steer them away from services they don’t really need. This sends a powerful message that the clients’ interests are above your own. Trust is an invaluable asset. It’s chief among character traits. It’s also what can keep you and your business progressing, growing stronger, and becoming more profitable. |
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