“People want to work with people that they know, like and trust.”
So how do you make that happen?
Make a concerted effort to build a client relationship in-person and online.
- How do you get known?
In-person: Get out and mingle! You can make new connections at networking events, Chamber of Commerce meetings, industry events, conferences, by delivering a speaking presentation and teaching.
Online: Create, publish and promote content (on your website, via blogs, articles, newsletters, ebooks, webinars, podcasts, whitepapers, etc.). Does your business have a newsworthy event? Distribute a press release. Use social media like LinkedIn, Google+, Facebook or Twitter, to raise your “profile.”
- How do you get people to like you?
In-person: Listen and be engaged — show your interest in the other person. Less about you; more about them. Offer to introduce and connect your connections. Share stories and personal interests (do you play golf? like to travel? read mysteries? enjoy theater?) that allow others to build an affinity with you.
Online: Provide content showing that you have expertise in your industry and have others’ interests in mind. Participate in social media to share your stories. Talk about activities that you’re involved in outside of business: Do you volunteer? Have a hobby? Have you built a Tumblr blog or Pinterest pages that showcase your photography, what you like to cook or places you’d like to visit?
- How do you get people to trust you?
In-person: Make sure you always deliver on promises. If you say you’re going to send an article a contact might find interesting, help out with an organization you’re both part of or have committed to undertaking a task that affects your connection…do it…in a timely manner. And without any expectation of reciprocity.
Online: People usually trust people that others trust. Showcasing testimonials, recommendations and personal referrals, on both your website and on social media profiles, can prove invaluable. Document your work via case studies, an online portfolio or a SlideShare presentation. Including news of interviews, speaking engagements and other forms of personal and business recognition on your website and via social media platforms informs — and reassures — your connections.
When someone feels they know you and trust you; most likely, they like you. This affinity allows them to feel comfortable and confident working with you.
They’ll be giving you the business…in a good way.
Please share comments and ways you’ve become known, liked and trusted!
Does your website build client trust? Martha Spelman is a Los Angeles-based branding and marketing expert. She is the author of The Cure for Blogophobia: How to Easily Create, Publish and Promote Your Business Blog. Click to find out more about Martha Spelman and connect on LinkedIn, Twitter, Facebook and Google+.