The common refrain in the business world today is that customers buy from those they “know, like and trust.” The difficult part for many businesses is figuring out how to go about gaining that long-term trust.
According to a survey from About.com, 84% of customers say companies have to first prove that they are trustworthy before giving them their business. This is difficult for many businesses, especially those with policies that put them in direct conflict with customers. Don Peppers, bestselling author and co-founder of Peppers & Rogers Group, a customer-centric management consulting firm, writes that too many companies “eagerly look forward to the added revenues produced by customers making mistakes, overlooking things or simply not paying attention. They may not technically ‘cheat’ their customers, but they still can’t be trusted.”
As an agency, you need to make sure that you get your clients to TRUST YOU! To help, we have put together six reasons why your clients don’t trust you and what you should do about it:
1. You don’t listen when clients call, write or post. Many agencies don’t answer phone messages the same day, or they set up an automated email response that says a customer’s inquiry will be answered within 72 hours. Also, a number of agencies don’t respond when customers post comments on social media and review sites like Yelp. Solution: Your agency needs to monitor all client communications channels to ensure responses are made in a very short period of time.
2. Your products or services don’t work as promised. Your marketing material unintentionally misleads the client, and your website “embellishes the truth.” As a result, customers are disappointed after their purchase. Solution: Only promise what you can absolutely deliver. Review your marketing material with recent customers to see if the promise lived up to their expectations.
3. You don’t really like your clientele. Within your agency, you talk behind your clients’ back about how much you dislike them—maybe even call them names. Solution: Clients can feel this negative attitude through interactions with your employees. Value your clientele and appreciate how solving their problems helps to grow your agency. Don’t say anything about clients behind their back that you would not say directly to them.
4. You charge customers for their “mistakes.” You take advantage of your clients by, say, not warning them about a late charge that may be coming. Solution: Warn customers of any fees they may incur in advance of when they might happen. This will make it feel like you are working with them instead of against them.
5. You charge add-on fees that the client thought was included in the purchase. While no one likes to be surprised, most clients will pay for value. Solution: Don’t “nickel and dime” a client with additional fees, but instead provide an overall price that includes these extras. Before the purchase, be very clear on what the price includes and what will cost extra.
6. You don’t allow your clients to post reviews on your site. You want your clients to trust you, but you don’t trust them enough to post unfiltered reviews on your website to help new buyers. Solution: Clients now are influenced more by peer reviews than your agency advertising. Depending on your business, customer reviews are now a required feature.
Take these six issues into consideration and put those solutions to use. Once your client trusts your agency, you may be able to have a long-lasting professional relationship.