Small Business Marketing Tips for 2010: BUILDING TRUST IS PRIORITY ONE

A new year brings with it the opportunity to start fresh. Everyone who’s ambitious and goal oriented can appreciate having the slate wiped clean from the challenges of 2009. Bleeding-edge small business marketing will continue to be one of the core elements of the successful entrepreneur in 2010 .

In starting anew, I want to make sure I’m keeping first things first. Here are a couple of quotes on success that I find noteworthy:

Success is knowing my purpose in life, sowing seeds to benefit others, and maximizing my potential.  –John C. Maxwell

I believe that being successful means having a balance of success stories across the many areas of your life. You can’t truly be considered successful in your business life if your home life is in shambles.  –Zig Ziglar

I love both of those quotes because real success involves making worthwhile contributions that touch the lives of other people and elevate them into a better place. I believe that success becomes significance when the impact of what we do extends beyond our lifetime.

The Christmas season is a time we celebrate the birth of Jesus Christ because His death, burial and resurrection over 2,000 years ago still impacts us today. January is the month we celebrate the life of Dr. Martin Luther King Jr. because of his stand for civil rights and equality of all mankind.

In life and business, there is one thing that will strengthen all of our efforts toward success and significance in this new year. That one thing is found in the answer to the question, “How trustworthy am I?” If we examine that question, and make any necessary adjustments, we are sure to create more success and significance in 2010 and beyond.

Here’s a brief 6:12 video (Leading at the Speed of Trust) wherein Stephen M.R. Covey makes a business case for trust:

In The Speed of Trust, The One Thing that Changes Everything, Stephen M.R. Covey provides insight to the value of trust in both our personal and professional lives. Covey points to the 4 cores of credibility that anyone can use as a benchmark to know where they are in the process of becoming more trustworthy.

In 2010, I am renewing my commitment to be intentional in the following four areas that he outlines on pages 41-58 of the book:

1. Integrity –Does what I say to a prospect or a customer match what I do? (Especially when I want to get the deal.) Do I sometimes justify telling “white lies”, misrepresenting people or situations, or do I “spin” the truth to get the results I want? Or, does absolute honesty characterize my communications…both verbal and non-verbal?
2. Intent – What is my agenda? Do I really have the best interest of my customer at hand? A good way to tell is to see if I am committed to providing a value that far exceeds the monetary price of my goods and services? That’s not to be confused with whether or not I’m getting a lower profit in the process. There are often several ways to increase value for the customer without having to cut profits. Doing so requires being innovative. (For instance, as a coach, consultant, or independent professional, you can add value by creating free reports and cheat sheets that you can give away to prospects and customers. If the content is relevant to issues that keep them up at night, you have the opportunity to stand out in their mind as a trusted advisor. If you want an example, click here.)
3. Capabilities – Am I using my God-given gifts and abilities to deliver the highest good to the marketplace? Are you an independent professional who wants to increase sales and revenue? 2010 will be a time to sharpen your saw. King Solomon said, “Observe people who are good at their work – skilled workers are always in demand and admired; they don’t take a back seat to anyone. (Proverbs 22:29). One thing that sells in any economy is value. If you indeed have unique capabilities, how are you informing your marketplace about your qualifications? Do you mention them on your website and in ALL of your marketing communications? Do your customers know how serious you are about continuing education?
4. Results– What’s your track record? Is there evidence from your past accomplishments in the area of your competence? Do your clients and colleagues attest to your ability to deliver results? If you have documented results of your accomplishments, be certain to build that information into your marketing system so that you can inspire trust in those whom you seek to do business with. My newest testimonial came from a teleseminar participant who runs an event management company. Those are the kind of things that you will want to place on your website as soon as possible so that your track record is out in the open. (Just be sure to follow the latest FTC guidelines on endorsements and testimonials.)

These 4 core concerns are the foundation to being credibile to yourself and to others. Building trust starts by internalizing these qualities and then translating this value system into every human interaction we engage in.

One of the greatest compliments I ever received came from a sales manager who told me that he hired me because I “exuded trust”. Another sales consultant in our office echoed that sentiment. I needed to hear that because it was a season when I was stressed out as a result of not making my quota. My challenge back then was not being sure of the value that I was delivering to my clients with the solution I was selling.

Nevertheless, these are 4 areas that any of us can begin to examine and then focus on when it comes to being intentional about our personal growth in 2010 and beyond.

For more than 4 years now I have worked with small business owners who want to see more money on the bottom line. I have also seen the occasional disconnect between the promise being made and the product or service being delivered. Heck…none of us deliver 100% of what we promise 100% of the time. That’s to be expected…we are human. However, when we fall short, do clients sense that we are intent on making the situation right by going the extra mile in service or by some other means? That’s where our integrity can shine through.

Most recently, my mother received a replacement blender in the mail after returning a faulty blender to a particular manufacturer. The unit she had just purchased was developing an odor because the bottom couldn’t be removed. The blender was primarily used to make smoothies, and fruit particles were being trapped beneath the blade in an unreachable area. No amount of washing would remove the residue.

Well, when the UPS delivery driver dropped off a brand new blender, my mother had a renewed sense of appreciation for that manufacturer, and promised to write them a letter of thanks. Their willingness to make a less than desireable situation better has resulted in them establishing themselves as a trustworthy company. That’ll go a long way toward customer loyalty.

I invite you to join me in taking inventory of the 4 cores of credibility. What have we got to loose? The more trustworthy we are, chances are that we will get a higher return on investment for every marketing dollar we invest. If there ever was a time to sharpen our saw…it’s NOW!

As an affiliate of Amazon.com, I do recommend this book. If you purchase through my link, I will be compensated. You can feel free to go directly to Amazon.com if you like.

Leave me a comment and tell me if you plan on joining me!