Trust is paramount when it comes to supplier-buyer relationships. Without it, you can’t hope for a purchase. Yet many companies ruin the potential for trust with a series of blunders.
Most of these can be prevented very easily.
Here we describe the five ways you’re eroding trust with your audience and what you can do to repair the damage.
1. Spamming Your Prospects
There are numerous ways to spam your prospective clients. That doesn’t mean that it is a legitimate way to contact them. For instance, you could spam your contacts by:
- Sending marketing messages to those who haven’t requested it.
- Sending too many marketing messages
- Using an aggressive tone in marketing messages.
Spamming comes across as desperate to your audience, and makes them think you aren’t the expert you say you are. After all, an expert would have a lot of work. Also, it can break some social norms.
2. Getting Basic Information Wrong
Ever sent an email addressed to the wrong person? The answer is probably yes. However, when you are prospecting, it is always best to be sure of the contact’s name, address and other details. Otherwise, you immediately look like a spammer or that you don’t care about your customers.
3. Being Dishonest In Communications
This is rarer nowadays because many marketers understand the importance of truthfulness. However, there are still a few who are dishonest to their audience. They might say a link goes to one website when it goes to another, or perhaps an unsubscribe link that doesn’t unsubscribe the receiver.
Always be sure that you are honest with everything in your messages and check that your links are accurate.
4. Website Shortening
Using website shortening techniques might be great for keeping within character counts on Twitter. However, research has found that they are mistrusted by audiences.
The main reason for this is that URL shortening software hides the destination site and is not revealed until after the visitor has arrived at the site.
So when the changes in Twitter come, remove your shortened URLs and don’t use them on other sites.
Until then, to increase trust, you can use tiny URL which has a preview option, though the trust issues are still present.
5. False Information
We recently reported on a business that published false information about their services on their website.
This instantly broke down trust between us – not that I intended to use their service.
Anyone who deliberately publishes information they know is wrong on their website, gives the impression that they are dishonest.
Always be honest with everything you publish – even if in the short-term it might not be good for your brand name. People are happier to work with an honest company than one that lies.
Are You Building Trust With Your Audience?
Are you building trust with your audience or are you thinking that it doesn’t matter? Trust is key to the successful growth of your business. Otherwise, you will lose just as many clients as you would bring on board.
A bad reputation is difficult to repair and costly, so don’t get yourself into that trouble in the first place.
How do you build trust with your audience? What is your top tip?
Let us know in the comments below.