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For many years, it has been believed that to make people like and trust you, they must know you. This is starting to feel like a minimum requirement. I bet it's not your business objective to meet this minimum standard. Let's take a look at each one to see what higher standard is needed today to be different.
It is not enough to know you
This is not about getting to know people. It's about you getting acquainted with them. It is important to understand that there is a big difference between getting people acquainted with your business and getting to get to know you personally. They must know about your business before they are willing to do business with you. This phrase implies that potential buyers need to get to know your business, brand, and mission. What's in it for me is the real question.
Knowing them is not enough. Instead of making them feel that you know them, let's make them feel like they get you. You understand their priorities. They prioritize. Let's find out a little bit about their life. Their values. It is much more effective and likely to get customers to feel that you are there for them than getting to know them. Maya Angelou's famous quote could not be more appropriate here. People will forget everything you say, and people will forget all you did, but they will always remember how you made them feel.
Related: 7 Trust-Building Strategies to Use in Your Business
It's not enough to like you
In the classic sitcom Golden Girls, Sophia, the older of the crew, is lying in bed with her lover and blurts out, "I love you." Her mate replies, "I care for you."
She responds in great distress, punching him and running out of the room. Is your goal to make people like you? To take care of you. It's possible. It is the same as meeting people's expectations to get people to like you. When you exceed someone's expectations, what happens? If you have delivered the results they expect, what happens? Most likely, silence follows. It is not enough to meet expectations. Both are not enough. This is a minimum standard. People only talk about businesses when they are better than expected or fail to meet expectations. Research shows that while people may be more inclined to criticize a business than to praise it, the reality is the opposite. Sitel Group found that while 30% of customers will share negative experiences on social media, 49% will share positive ones. It is not enough to make people like you. To get people talking about your business, you must exceed their expectations. Dont aim for being liked. Be remembered for your achievements and be talked about.
Related: 7 Natural Ways to Build Consumer Trust
It is not enough to trust you
Let's look at how trust is built between potential customers and businesses. Does a company claiming to be the best in their industry build trust? It's not. It can even lead to distrust. Trust is built when people come on strong to offer you something. People back up. Trust is built when the other person talking only about themselves. It's not true. Think horrible date.
Simon Sinek's work and the idea of Start With Why are highly respected and loved by me. However, it may be too late. A business that starts with why is likely to talk about itself, just like a bad date. It doesn't build trust. Trust is built when there is a connection between your work and the larger mission of your brand. Trust is earned, as is so often the case. They won't trust you if you tell them to. They will doubt your claims of being the best. It's not about convincing people to trust you. It's about creating a connection that allows trust to be granted. Customers feel the why, mission, and heart of the business. This has earned trust.
Trust is a minimum requirement. To be truly exceptional, you must make your customers feel that you care, exceed their expectations and build a real connection.
Related: Jeff Bezos' smart take on personal branding can teach you...
