In business, trust and profit are intertwined. In order to make more sales or convert new leads, it starts by building trust. The more trust a potential customer has the more likely they are to purchase with you and the more a customer trusts you, the higher their spend will be. 

But how do you start to build trust with a contact you don’t know and perhaps have never met? 

Be friendly and relatable

When it comes to building trust, nothing can surpass being friendly and genuine. While people want to work with experts, they also want to work with people they feel they can relate to and who don’t appear to be too far above them.  

Whether you are in front of a potential customer or they are simply a name on your database, always be friendly, pleasant and upbeat in your communication.  

Engage and validate

Take an interest in your potential customers and what is important to them. It can be as simple as seeing how they are doing, asking for their input or feedback or seeking their opinion on an issue. 

Encourage conversation and listen to what they are saying. Where possible, try to implement or reiterate what you have heard so your customers can feel important and validated. 

Make and deliver on a promise

When you have not formed trust with a potential customer, it is important to create an opportunity for you to make a promise and deliver to start building their trust in you. 

Can you introduce them to a key contact? Can you provide answers to pressing questions, or insights, guidance or tips on a key issue or topic you know they will be interested in?

The promise could be one-on-one to them personally or to a larger audience through a free webinar, event, e-book or cheat sheet for example. 

The first promise or claim you make should have no risk to them. So it is not a purchase you are seeking; it is a freebie or favour that will help you build their trust initially. Once you have gained their trust on something small, it is easier to ask for their trust on something bigger like making a purchase with you. In fact, if you play your cards right and give them something the value or need, the sale will often happen naturally.

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