Developing Relationships
Building trust
Column
Digital dialog : be heard and build trust
Dave Hultin
Using the right communication tools will help you gain customers ’ trust
Not too long ago I was discussing with a printer how he communicated with one of his customers . He told me that when he phoned this customer , his call almost always ended up in voicemail . However , if he really , really needed to get in touch , he ’ d send a Facebook message and the customer responded right away . Our ancestors would roll their eyes if they knew how we “ talk ” these days .
In the last article , I introduced you to the concept of the Digital Dialog . Here it is again : The Digital Dialog is the online version of you that starts conversations , develops relationships , and builds trust so you can sell more printing .
The most efficient way to communicate with your prospects and customers is to use their preferred communication tools . For my friend ’ s customer it ’ s Facebook Messenger . It ’ s that Messenger alert that caught the customer ’ s attention and got a response .
Developing Relationships
Your prospects and customers are like that , too . They ’ ll respond when you communicate with them in the way they like . Do you know what that is for each of your clients ? It takes time to build relationships , partly because you need to discover the best way to communicate with each of them .
If your Customer Relationship Management ( CRM ) software allows it , noting your customers ’ preferences would be good information to record . With that in hand , the really important messages will be delivered to your customer in the way they are most open to receiving them . Good and effective communication builds lasting relationships .
Do you know what else good communication does ? It shortens the length of the sales cycle . Think back to my printer friend . He could call his customer , and get no response , or he could send a Facebook message . Which method do you think shortened the distance between starting a conversation and placing an order ? You guessed it , the Facebook message was the clear winner ! Choosing the right communication channel could make the difference between getting a print order today , or getting it next week , or missing out on it entirely .
Once you engage your customers effectively , you have the perfect platform to build trust .
Building trust
The first time I met my daughter ’ s boyfriend , he very politely and confidently introduced himself and shook my hand . He didn ’ t have my full trust after just one handshake , but it was a good first step in building trust . I want to learn more about him , though . What makes him tick ? What ’ s he really thinking ? So , we did what any sane parents would do ; we cyberstalked him .
Your prospects go through the same process when they ’ re checking you out . They want to learn more about you . They want to know how you can really help them . Just like my wife and I headed off to Facebook your prospects are scouring your website for caution flags about doing business with you .
Your prospects want to know you ’ re worthy of their business . They want to know that they can trust you to help fulfill their business dreams . When your prospects visit your website , are you giving them reasons to trust you ? Remember , you only get one chance at a first impression . Put yourself in your prospects ’ shoes . When they visit your website , do they see …
• … an opportunity to buy stationery , brochures , and business cards , or an opportunity to work with a business that has a track record of helping others succeed ? Do they see a printer after a quick online transaction , or a printer that ’ s interested in building a relationship with them ?
• … information filled with printer-jargon like bleeds , fonts , and file formats , or information with sales and marketing tips to help them sell more of their products and services ? Do they see a printer that ’ s trying to make life easier for himself , or a printer that shares ideas on how printing can help them hit their goals and make life better for them ?
• … a website that looks like it was built by the printer ’ s high-school-aged nephew , or a professional website that would feel right at home with other industry-leading sites ?
Pretend you ’ re a first-time visitor to your website and ask yourself this question : “ Does this website build trust ?” Block out some time and wrestle with that question . If you ’ re honest with yourself , you should see some areas that need improving . If you make those improvements , you could find that the trust you create will indeed help you sell more printing .
Dave Hultin is the president of Marketing Ideas For Printers , where content and technology combine to help you sell more printing . Email Dave at dave . hultin @ mi4p . com .
36 | March 2018 | GRAPHIC ARTS MAGAZINE graphicartsmag . com