A couple of weeks ago, someone posted a question on alignable.com asking “How do you build client trust?” It seemed like an odd question, but when I thought about it, I realized it’s a reflection of the upside-down world we’re living in now. There are quite a few folks out there who don’t know how to build honest business relationships with their fellow humans. They’re looking for a tactical game plan, or calculated steps to take so that the trust and money will follow.
People have been conditioned to reject natural, heartfelt connections and only do things that will result in increased revenue. That’s an empty, lifeless space to operate a business in. Sure, we all need to make money, but if that’s your only reason for wanting to build client trust, maybe you should reassess your motivation…in my humble opinion.
How Did We Get Here?
In the past three years, we’ve all seen the coordinated attempts to diminish, demoralize, and remove compassion and humanity from the equation. Truth is inverted and what’s real is ridiculed. So many folks are living a lie, believing lies, and repeating lies. In that kind of environment, it can be hard to trust anyone.
But it didn’t start three years ago. There’s been an intentional shift creeping in for a long time. For instance, the way businesses have been slowly moving away from supporting, or even seeing value in, their customers. Instead of a support rep saying “Let’s solve this problem for you,” we hear, “There’s nothing I can do.”
Customer Service is No Longer a Priority
If you’ve tried to contact any technical or customer support recently, I’m sure you have noticed a difference. Gone are the days when a company’s primary goal was satisfied customers. Many companies today don’t even want to pick up a phone and talk to you. This is especially true with large tech platforms and SAAS businesses. They will only assist you if you pay them to do it. For instance, Google Cloud wants $30/month for standard support.
It’s funny that, if you are interested in buying a product/service, these companies will have reps eager to talk to you and close the sale. But, if you have a problem with the service or product after the fact, you’re pretty much on your own.
Unintelligent AI
Many businesses are using AI to reply to customer support emails. Not a good thing. Sure AI has benefits for certain repetitive tasks, and the novelty of certain processes is fun, but when it comes to human-to-human interaction, there is no place for a program. Communication isn’t a true or false situation that can be coded in. There are grey areas and nuances where the ability to solve problems is required. True intelligence is needed, not artificial intelligence.
I believe the whole AI hype is fading as companies realize they can’t force their customers to deal with dysfunctional programs and abysmal customer support. Folks are seeking other options and finding other businesses ready to fill the void.
Back to Trust
So, how do you build client trust? It comes down to each of us individually maintaining a certain level of integrity and work ethic. That’s usually the case with small businesses anyway. Your reputation (and referral flow) depends on how well you serve your customers. You have to see the value in every customer; not just the ones that you make the most money from.
As for me, I’ll continue to provide the best possible service to my clients. I answer phone calls and respond to emails. Helping my clients understand the inner workings of their website/app brings me joy. I love what I do and, even though I don’t make a ton of money, I am thankful for the opportunity to serve.
Beyond the obvious technical skills and knowledge, I think my clients trust me because they know:
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I am honest. Always.
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I truly care about them.
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I work hard to create solutions for them.
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I want them to be successful.
If you want to build client trust, remember it’s a naturally evolving thing. It starts with providing exceptional customer service. There are no guaranteed steps because every individual is unique and every situation requires a different approach.
Basically, treat other people the way you would want to be treated. Don’t bullshit anyone. Respect the other person’s point of view. And, finally, always give more than you get.