4 Reasons your Customers Don’t Trust You

In general, customers buy from brands and companies they trust, although many companies make fundamental errors that lead to distrust.

These four common errors tell your customers you can’t be trusted – but don’t worry, they can be corrected.

1. Your relationship began with a lie

Thousands of sales letters and emails begin with phrases like ‘I was flipping through my contacts and thought I’d call…’ or ‘We haven’t had much contact for a while, so thought we’d check in…’.

Customers aren’t stupid, they’ll see through your sales façade. When you lie obviously customers will change their opinion of you – and not in a good way.

Fix: Tell the truth. Why would you lie to potential customers in the first place? Don’t be ashamed to admit that you’re looking for new customers.

2. You’ve made ridiculous claims

So many companies state that they’re the ‘best burger in town!’, the ‘cheapest on the market!’ or they ‘offer the highest quality’. Whilst all these things may be true, they almost never are.

Customers are naturally sceptical and the internet has allowed customers to check out the competition and your claims.

Fix: Find your Unique Selling Point, and communicate why it is distinctive, and what that means to the customer. If your product isn’t the cheapest out there, then explain to customers why your product is worth the extra cash.

3. You rely on opinions, not facts

Of course you will believe in your company and hold it in high regard, but that doesn’t mean that other people think that too. Everyone in the world has an opinion and it’s probably different to yours.

Customers are suspicious when they hear a string of fabulous opinions about your company that aren’t tied to hard facts. They rightly assume that your ‘big talk’ is hiding something.

Fix: Never praise yourself. If you want to include a glowing opinion in your sales technique, then get someone else to do it. A testimonial or case study form a happy customer would be perfect.

4. You focused on the cash

Customers can sense when all you care about is closing a deal. Of course, you want the revenue, but keep the customer’s interests at the forefront of your mind; otherwise you look like you’re using them.

Customers know that you’re expecting to make a sale; however, they also expect you to put your needs aside and tell the truth – even if it means losing out on a deal.

Fix: Think of a customer as a long term investment, rather than a short term opportunity. Build a relationship with them and they’ll keep coming back.

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