Regardless of what business you’re in–whether you write and sell insurance or novels–customers are only going to buy you and your product if you earn their loyalty. No one is automatically entitled to trust.
How can you earn trust and loyalty?
- Be authentic and sincere. If you’re a vegan selling Angus beef, that fundamental contradiction is apparent–if only in a funny feeling prospective customers sense.
- Be open and honest. The popular word these days is “transparent.” And it’s appropriate. You don’t want people to lie to you, be deceptive, or withhold important information. So, don’t lie to, deceive, or withhold from others. The imbalance of treating people in a way you won’t tolerate being treated is going to topple you eventually.
- Understand people. Do you know how your customers communicate? Would they prefer a phone call, a text, or an email? What do they believe? What do they want? What do they NEED? What do they consider important? If you don’t know the answers to these questions, how can you possibly give them what they want and need … or what they value?
The most important things to remember about people are that they want to:
- Be viewed as important.
- Know you care.
- Be heard.
I talk about this subject in more detail in episode 14 of my podcast, Taking the Mystery out of Insurance. You can find it here.
If you’d like to read more about the subject, check out Dale Carnegie’s book, How to Win Friends and Influence People or any of Jeffrey Gitomer’s sales books (gitomer.com).