Did you know there are THREE types of trust you need to earn to make a sale?
According to research in the Journal of Interactive Marketing, when it comes to buying products and services, these three distinct trust factors are crucial.
You’re probably familiar with the first two:
Trust Factor 1 – Confidence
“I believe WHAT you say.”
In order to buy from you, your potential client or customer first needs to believe that what you say in your sales message is true…
That could be a claim you make about your product / service, an opinion you have which they agree with, or a promise in your offer.
If your prospect doesn’t believe you, they won’t buy from you.
So make your sales copy believable and easy to understand.
Pretty straightforward so far…
Trust Factor 2 – Competence
“I believe you have the ABILITY to do what you say.”
Your prospect also needs to believe you’re actually capable of deliveringon your promise – and that you have the skills or practical resources to make it happen at the desired level.
This is where you can demonstrate your expertise, your track record, or your infrastructure (how you’re able to deliver in 48 hours, etc).
You can use testimonials, case studies and reviews to earn this type of trust.
The third one’s a little different…
Trust Factor 3 – Benevolence
“I believe you’re acting on my behalf.”
Your prospect also needs to know that you’re acting in THEIR best interests.
When we’re about to spend money, we get selfish…
Our first thought is: “What’s in it for me?”
So we’re more skeptical than usual when we have our wallets in our hands.
Which means your sales message needs to do more than just dazzle with facts and figures…
Sure, it helps build a sense of confidence and competence if you have a globally recognised brand, offices in half a dozen cities, millions of customers or decades of experience.
But they’re not everything.
Big isn’t always better – especially when it comes to the idea of benevolence.
People are wary of spending money with any company that sees them as just another penny in the jar. They want to be more than just another point on the sales chart.
(Let’s face it, nobody really believes Google, Facebook or pretty much any high street bank actually has his or her best interests at heart.)
But your business is different…
Because it’s easier for you to create empathy with your prospects.
You can show how much you care about them, how you’ve been where they are now, and how you understand their struggle…
You can demonstrate how you helped your best customers solve their specific problems…
And you can express your personality (even if you’re a growing company) through your sales messaging, and the way you communicate your unique value.
Be different. Be honest. Write how you talk. Show your flaws.
Make your business as human as possible, and you’ll help your audience come to know, like AND trust you.
So today, take a look through your sales message and assess how it shows you’re acting on your ideal customer’s behalf…
Confidence and competence are just the beginning.
Benevolence takes a little work, but it’s essential if you want your prospects to say:
“I trust you.”