Fact: If people don't trust you they won't do business with you.
The cycle of building trust is fairly straight forward when we do
business in person or over the phone. The process to prove we're
trustworthy is, do what you say you're going to do; tell the truth; be
transparent and sincere; and give without expecting things in return.
Digital communications make building trust more challenging. But gaining
trust virtually is possible.
Future Proof Tip #2: Build Trust Online!
Kristen Leverone, Senior VP, Lee Hecht Harrison,
says, building trust online is possible and "collaboration is a key
tool in the virtual world through listening, dialogue, and questions."So
whether its email, blogs or social media; listen emphatically, ask
questions, participate in relevant dialogue and be sincere. Tell the
truth, be transparent and give without expecting things in return.
larger audiences where you may not be able to touch everyone personally
trust can be facilitated by proving your credibility. Are you an
"expert" quoted by the media? Author of articles in respected magazines?
Teacher / trainer? Do your peers trust you, your products and / or
services? This "social proof" is one of the most powerful "pillars of
trust." If you offer guarantees or warranties make sure this is front
and center and include testimonials to help build trust online.
If you don't have something remarkable to offer you risk being
commoditized and then all you have left is to compete on price.
Seth Godin, respected marketing author and thought leader says it best,
"differentiation has no place in this discussion . . . Differentiation
is saying, everyone makes a blue one, we make a green one, therefore
we're remarkable. NONSENSE. If people don't think your
green one is worth talking about, then it doesn't matter one bit that
it's different. What matters is that people find it remarkable. And
that doesn't come from differentiating yourself from the competition.
It comes from creating a product or service that deserves to be talked
Future Proof #3: Create something remarkable!
people aren't talking about you, your company, your product or your
service there's nothing remarkable about you and you need to do/provide
something worth noticing.
From here I'll refer you to Seth's book, The Purple Cow: Transform Your Business by Being Remarkable. You can also check out this Open Forum, Seth Godin's 9 Tips on Creating a Remarkable Product. Both of which will give you some great insight on creating something remarkable.