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Marketing - Do You Trust Your Customer?
By - Scott Lindsay
A friend of mine recently bought a new-to-him car. This
gentleman visited multiple lots and encountered the frenzy of used car salesmen
circling like sharks in blood-infested water. He heard the standard, "What
can I do to get you behind the wheel of that car today?" speech and he
found a few lots where he had to find someone to help him.
He and his wife were discouraged and wished buying a car was
a bit easier. This man lives in a small town and there is only one car lot where
he lives. The owner is someone he knows and has had opportunity to have several
conversations with him prior to the desire to purchase a newer car for his
family.
My friend was surprised when the owner of the car lot tossed
him some keys to a car he was interested in and said, "Keep it for the
weekend. Go everywhere you normally would and if you don't like it, just park
it, toss the keys under the seat and lock it. No questions asked."
Within 24 hours this family knew they wanted the car. They
loved the car and they liked the price, but there was one more element that made
this decision easier. Trust.
This family knew the dealer. They had observed his reputation
and business practices and he acknowledged their trust by extending trust of his
own.
Today this family will say this instance is the best car
buying experience they have ever had. Why? Trust marketing.
So what is the application for online businesses?
Do you trust your potential customers enough to give them a
test drive? By that I mean have you created a site that provides enough
information and free demonstrations that your potential customers can really get
a feel for the products or services you sell?
Do you honestly believe your customer can make an informed
decision? If you don't believe this then every bit of your online site is
designed to lead them to a decision they may not want to make. This is not to
say that I think a call to action is wrong. I do, in fact, believe that a call
to action is essential to every online business. However, it is easy to focus
your approach on high-pressure tactics. This approach rarely leaves the customer
with the feeling that you trust their judgment.
Do you really believe in the value of the product you sell?
If you do then it should be easy to allow that product's reputation and value
speak for itself. That doesn't mean you don't market the product, but you don't
need to use tactics that might infer benefits that do not exist simply to
attempt to retain interest on the part of your customer. When you believe in the
product you sell there will be a natural passion that will translate into every
content piece you write and every marketing skill you utilize.
I understand why most car lots can't simply toss keys to
customers and tell them to keep the car for the weekend. There are a lot of
people with bad intentions that would make that practice unworkable in many
instances. However, the lessons of this individual car buying experience can
benefit all online AND brick and mortar businesses.
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