I believe the purpose of marketing for business owners should be to build awareness, credibility and trust. Although all three are important, the one that in my opinion is the game-changer and critical to developing a great business is building TRUST.
So, what exactly is trust?
Trust very simply put is the confidence you have in a person’s integrity and ability to deliver.
I really like the way Jim Burke, the former chairman and CEO of Johnson & Johnson positioned the importance of trust – -
“You can’t have success without trust. The word trust embodies almost everything you can strive for that will help you succeed. You tell me any human relationship that works without trust, whether it is a marriage or a friendship or a social interaction; in the long run, the same is true about business, especially businesses that deal with the public.”
Think about this for a minute; imagine what your business would be like if you were able to increase the amount of trust you had in the marketplace. Now, maybe you are one of the “lucky” ones that have been able to effectively do this, but who couldn’t use just a little bit more trust to position their companies much more effectively and to get more business faster and for the “right” reasons.
So, how do you build trust?
In Stephen M.R. Covey’s best-selling book, The Speed of Trust, Covey writes about the 13 behaviors that build trust with not only your customers, but in your personal relationships as well. Here they are:
- Talk Straight – Tell the truth and leave the right impression
- Demonstrate Respect – Treat everyone with respect . . . everyone!
- Create Transparency – Be open and authentic
- Right Wrongs – Apologize quickly
- Show Loyalty – Speak about people as if they were present
- Deliver Results – Make things happen
- Get Better – Continuously improve
- Confront Reality – Address the tough stuff directly
- Clarify Expectations – Disclose and reveal what is expected
- Practice Accountability - Hold yourself and others accountable
- Listen First – Listen with your eyes, ears and heart
- Keep Commitments - Say what you’re going to do, then do what you say you’re going to do
- Extend Trust - Demonstrate a propensity to trust
This is a pretty comprehensive list, wouldn’t you say?
Are you practicing all 13 behaviors listed or are you at least working on #7, getting better?
In future posts, I will explore some of these trust-building behaviors in more detail and provide specific ideas of how I have incorporated these into my business and my life.
To your marketing success,