Customer Journey

Trust is the ultimate currency for business

In the fast-paced and ever-evolving world of business, trust has become a fundamental currency that can shape the destiny of companies. The concept of trust is no longer a mere catchphrase; it is an indispensable component that can either make or break an organization. Trust is a priceless currency that profoundly influences customer loyalty and employee retention. Building trust can result in increased revenue, with 91% of customers willing to buy from a trusted company. In contrast, a loss of trust can lead to a significant drop in sales. An organization that earns its employees' trust can count on 93% of them staying loyal to the company. However, the absence of trust can trigger employee turnover, especially among the younger generations.

Recent studies reveal a disparity in trust perceptions between what businesses believe about trust and what customers and employees genuinely perceive. To close this trust gap, it is imperative for businesses to prioritize open communication and active trust-building strategies. Trust isn't a one-time accomplishment but a continuous process that thrives on sustained dialogue with key stakeholders.

Building trust with (potential) customers

When it comes to building trust with (potential) customers, proposals and contracts play a crucial role in establishing a strong foundation. However, many businesses often overlook a fundamental truth: to gain trust, the customers should be at the center of every proposal.

Understanding your customer is the very first step in this process. Salespeople must take the time to grasp the needs, goals, and challenges of the customer's business. This understanding begins with asking questions – not about product or features, but about the customer's business as a whole. By showing that you comprehend the customer's business, you lay the foundation for trust.

Customers aren't looking for products; they seek something that adds value to their business, be it in terms of cost savings, safety, sustainability, growth or other factors. It's your role to identify where the main value lies and show how your company can add value to it. It's not about pushing products but about showing the customer that you can help them reach their goals.

This customer-centric approach sets the stage for building trust through your proposals, because they are no longer the result of your sales process, but they support your sales process. The proposal should be a living document, covering the entire process from qualification to closing, that grows as your understanding of the customer deepens.

The final stage, you might call it the contract, should mirror the proposal's customer-centric approach and it should reflect a balanced agreement: their goals and your solution.

In conclusion, building trust through customer-centric proposals and contracts is about creating a two-way, authentic dialogue where the customer understands that you truly grasp their business and are committed to helping them succeed. This trust lays the groundwork for strong, lasting business relationships.