4 Tips for Businesses to be Invited Into the Circle of Trust

While browsing the internet, I discovered several interesting images which depict the circle of trust.  I've included a few of the most prominent images from my Google search in this blog (it's amazing the number of images found that depicts YOU on the OUTSIDE of the circle of trust. Give it a try!).

The concept of trust has always been a topic of discussion in my household; whether it was my parents discussing the importance of being able to trust me or if it's me preaching the importance of trust to my children.  Though my children (boys, ages 14 and 12) don't always understand the importance of trustworthiness over popularity when forming friendships, I've always preached to them the importance of putting trustworthiness and loyalty OVER "swag"(Google it) when forming inner circles, as I am sure that most parent's do.  The point here is that trust has been a constant in most of our lives.


In today's business environment, trust is more important than at anytime in history.  Consumers are making decisions on where to shop based on how much they trust and know of a company and, more importantly to businesses, consumers have more online tools today then ever before to assist with the process of evaluating whether to invite companies into their inner circles.  While this fact changes the landscape for businesses, it presents an opportunity for business to capitalize on a simple concept that we all value - trust.

So, how does a business establish trust from its audience?  So GLAD you asked!!!!

1. BE CONSISTENT

In any relationship, business or otherwise, consistency brings about a degree of predictability, a keystone to building trust.  From product availability to online presence, consistency provides a sense of stability to your audience.

2. BE THE SOURCE OF VALUABLE AND ENTERTAINING INFORMATION PERTINENT TO YOUR INDUSTRY

To build trust with your audience, your audience needs to feel as if you care about them and their needs and entertainment more than you care about a sale.  As a business, providing valuable, useful, thought-provoking information is a great way to establish your company as a trustworthy source for great content within your industry.

3. BE ENGAGING

How do you establish trust without engagement? You don't!  Engaging your audience gives them a chance to understand who you are and what to expect if they decide to do business with you.  Engaging your audience creates the perception that you are reachable and approachable, which can remove the shroud of deception from your business and establish a sense of transparency - a HUGE element for establishing trust.

4. BE HUMAN

Last but not least, it is most important to remember that your audience isn't primarily interested in buying your products; your audience is primarily interested in buying you.  The more human you appear, the greater the likelihood of being invited into your audience's circle of trust, which creates more opportunity for the sale.  For example, using verbiage and a tone that's more conducive to positive engagement in your online posts is a fantastic way spur audience participation and let's your audience know that you are more than just a business.  Remember, people trust people, not businesses.

As you begin to implement these tips, keep tabs on your audience and make adjustments when and where necessary.  Building or rebuilding trust starts with small steps and consistency is the key to moving consumer trust to your favor.

I welcome your questions and comments.

Tweet me: @smartguyLBC

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