Creating trust with your clients is no easy task, yet is an increasingly important one in today’s competitive environment. There is a very fine balance to be struck when attending to your clients’ needs and ensuring their happiness whilst also growing your business and maximising profits.
For instance, you cannot be too trusting and respond to every whim a client makes without question or certainly without adding a cost to the service. Yes, you could have a very busy business but it you’re not turning over a profit then ultimately your business will fail. As the saying goes “it’s easy to be a busy fool – activity is not the same as success”.
At the same time, you cannot go completely in the opposite direction and be distrusting of your clients, this will just lead to them feeling uncomfortable and under-valued (or rather ripped off) and they will take their business elsewhere. What you need to do is strike a balance.
How to build trust with your clients
It is a different environment that we find ourselves in today; old-school sales banter whereby you promise the earth just doesn’t cut it. Today’s discerning client has high expectations. They expect professionalism in all that you say and do.
Be honest
Do not ‘stretch’ the truth by elaborating your position, your skills or claim that your treatments will perform miracles if they won’t – you will lose all credibility. If you back up what you say with the truth, your clients will learn to trust you implicitly.
Be predictable
Some people think that being predictable equates to being boring but in the case of earning trust predictability can go very far in building the trust of your clients. Build the solid foundations of trust and then you are more likely to ‘wow’ your clients.
Admit to mistakes
If you do something wrong; admit to it and apologise. Each time you openly admit to being human your clients will trust you even more.
Know what you’re talking about
Clients want to be able to trust that you know what you’re talking about, particularly if the field of facial aesthetics. If the information that you tell them turns out to be wrong, you’ve created a doubt in their mind about how trustworthy you are. If you create just a few doubts in a client’s mind; you could well lose the chance of ever gaining their trust.
If you don’t know the answer, be honest! Say that you will find out, give them a specific timeframe of when you will get back to them (make sure you check the accuracy of the information that you’re supplying!)
Give the right advice
Clients want to be able to trust the advice and recommendations that you give them. This could mean directing them elsewhere if your product/service does not match their requirements.
Nothing will destroy your credibility and the client’s trust faster than if they believe you are giving false or prejudiced, self-serving advice or recommendations.
It takes a great deal of integrity which is the core of establishing a relationship built on trust and respect. Once the client knows that you are willing to sacrifice an immediate sale for the sake of maintaining your integrity, your reputation with that client is sealed. They may not purchase from you now, but they will come back because they know that you will lead them in the right direction. They will also be more inclined to refer you to their friends of family because trust has been established.
Know your customers expectations
Crucial in creating a strong, trusting relationship with your client is meeting their expectations and priorities.
In order to be able to meet and exceed a client’s expectations you need to know what those expectations are! You can’t assume that all your clients have exactly the same expectations – clients will have differing and varying priorities. Ask each and every client exactly what their expectations are to ensure that you are able to meet and hopefully exceed them. Listening is the most important part of the communication process.
Do what you say you’re going to do
Do what you say you’re going to do exactly when you say you are going to do it.
Our performance and integrity is judged on what we say and what we do. How closely our actions parallel our words will determine our ability to gain the trust and respect of clients. This interaction of words and deeds is more important than anything else – it trumps price, competence and personality.
Demonstrate professionalism in all that you do and show your clients that you are trustworthy. This will ensure that their loyalty is maintained and they continue to keep coming back again and again.
