Build Customer Trust: 7 Tips
 By Alex R. Merriman

In surveys, customers consistently say that one of the main reasons they do business with the companies they frequent is because they trust these businesses. So, it stands to reason that building trust with your customers and prospects is a key strategy for client retention and new customer acquisition.

Think about it: Not only are customers who trust you and your business more likely to come back again, but they’re also more likely to tell others about you. Word-of-mouth marketing like this is one of the most effective and least expensive ways to promote your business and gain new customers.

Also, trust can be a competitive advantage for your company, enabling you to charge higher prices than competitors who may be seen as less trustworthy by consumers.

Consider these seven strategies for building a greater level of trust with your customers and prospects.

1. Be truthful and ethical
Every other strategy hinges on this one.

Building customer trust requires that you be honest, ethical and above reproach in all of your business dealings. Being less than above-board with a customer even once opens the door to more compromises down the road.

2. Be on time and return messages promptly
These may seem like little things to you, but to many customers and prospects, they’re important. These are two great ways to set your company apart, precisely because so many businesses fall short in these areas.

3. Stand by your guarantees
If you offer any kind of guarantee or warranty for your product or service, explain the terms clearly in writing and then honor them without delay when those terms have been met.

Don’t look for some kind of loophole to disqualify the guarantee. It may cost you a little bit in the short term to honor a guarantee, but it will be far less than the long-term damage caused by trying to wiggle your way out.

4. Encourage customer complaints and handle them fairly
If customers are dissatisfied, you should want them to complain to you. Otherwise, they’ll simply leave your business without a word, and you’ll never know why.

When clients complain, this gives you a chance to make things right for them and possibly improve a weak area of your business.

For example, if a customer at your restaurant tells you she’s dissatisfied with a meal, don’t try to defend yourself. Instead, offer a coupon or gift certificate for her next visit. She’s likely to return, which gives you a second chance to win her confidence and trust.

5. Solicit customer testimonials and use them strategically
Testimonials from satisfied customers are one of the strongest marketing tools in your arsenal. If you have regular customers who you know are happy with your offerings, ask them to write a brief description of why they’re satisfied with your business.

Then post these testimonials on your Web site. Or have them printed, framed and mounted in your place of business. You can also bundle them in a binder and display them on a table in your waiting area.

6. Train your employees
Trust in your business must extend beyond you, the business owner, to your employees as well. Provide your employees with the best training available so they’re able to perform their jobs with a high degree of competence.

If your employees have direct contact with customers, make sure you’ve provided them with an appropriate level of customer service training. And be extremely diligent when screening and hiring new employees. Weed out those who might display any hint whatsoever of untrustworthiness, unprofessionalism or inexperience.

7. Strive for excellence
All the old clichés apply here, like “always give 110 percent” and “under-promise and over-deliver.”

Give customers a little bit more than they expect – like the proverbial “baker’s dozen” of 13 donuts instead of 12 – whenever you can.



(Posted September 2008)

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