3 Keys to Gaining Trust In Your Marketplace
3 Keys to Gaining Trust In Your Marketplace
Last week I wrote about Jay Abraham’s concept of becoming your clients’ most trusted advisor, go-to source and thought leader.
As powerful as that suggestion is, like many helpful recommendations, it’s easier said than done. Words alone will not create highly valued client relationships. The common and magic ingredient of all mutually beneficial, valuable client relationships can be summed up in a single word: trust.
There is no standard one-size-fits-all formula to gaining trust; it’s more art than science.
The Art of Gaining Trust
Once again drawing upon the wisdom of Jay Abraham, here are three keys to gaining your market’s trust. Each of these keys is illustrated by a real life example.
1. Articulate Your Market’s Hopes, Fears And Problems
The key phrase here is your market’s.
The most trustworthy service-providers focus on meeting their clients actual hopes, fears and problems.
Conversely, the least trustworthy service-providers try to match their available service offerings what they think (or worse … guess) clients want. It’s kind of like going to a dental office with a broken tooth, but instead of repairing the tooth, the dentist decides to perform a root canal.
In my role as a marketing coach, most potential clients tell me they want more business.
Realistically, this does not accurately reflect their actual hopes, fears and problems. In telling me that they want more business, they are not expecting me to provide them with a list of potentially ideal clients who can be contacted for instant new business.
Invariably, their biggest hope is that I can help them overcome whatever problems they may be experiencing in generating new business. Many are afraid that their business many be doomed and that their problems are insurmountable.
Without clearly articulating their needs and wants, there are two things that they seeking.
One is the reassurance that their marketing issues can be resolved. And the second is advice and suggestions for resolving these issues.
By identifying our market’s hopes, fears and problems we position ourselves to help address these issues. And by helping clients address and resolve these issues, we demonstrate our trustworthiness, which inevitably leads to gaining trust in our market.
2. Feel Its Pain
Christopher Salem is an excellent example of a professional who feels his market’s pain.
Among other roles, he is a business leader advisor, keynote speaker and prosperity coach. He helps people aspiring to make changes and grow, but are struggling at different phases of their career and life.
He is just like you and me, a regular person that has faced similar struggles. Chris shares from experience what has worked successfully through hard work and dedication to help in your challenges.
He has experienced much success over a 26 year career as a Senior Sales Executive selling media, aircraft, investing in businesses, and implementing residual income platforms. On the other hand, he has also suffered major setbacks such as dealing with 12 years of addiction and battling with his own demons.
Eventually, he found a way to address the addiction and issues that held him back from experiencing a higher level of prosperity, a situation that occurs when health and wealth are aligned.
This awareness has led to Chris’ mission of empowering others to do the same … so their businesses and personal lives could truly experience the meaning of prosperity on all levels.
Having felt the pain of dealing with addiction and battling with his own demons, Chris is well positioned to gain trust in his marketplace. The many testimonials on his website provide ample evidence of his trustworthiness.
Few of us mature into adult without experiencing a wide rage of growing pains. For self-employed professionals, this includes the pains of starting and growing their own service businesses.
What growing pains, whether in life or in business, have you had that can help you demonstrate that you feel the pain of your market?
How can this help you go about gaining trust in your market?
3. Identify Gaps in Service
I first felt the real pain of marketing professional services after leaving the practice of law and starting my own consulting practice. Obviously, marketing was and remains a critical element of building a law practice. However, in building my law practice, networking–aka schmoozing–was the primary, if not exclusive technique for generating new business.
As I quickly learned, building a consulting practice required a comprehensive full-on marketing plan. This included goals, strategies and tactics covering all marketing functions from research to keeping in touch. After the comfort and ease of marketing as networking, to me this new challenge was a total pain.
Happily, time, patience and practice helped me overcome this pain. And even better, along the way I learned some some valuable, shareable lessons.
One such lesson is that I was not alone in experiencing the pain associated with marketing professional services. Many professionals experience the frustration and pain generated by the very concept of marketing.
This pain and frustration is often exacerbated by the lack of formal and practical training in marketing professional services.
Contributing to this lack of training is a corresponding lack of professional services dedicated to and focusing upon marketing professional services. Specifically, there are very, very few professionals or firms that offer marketing support services to other professionals, whether working alone or in small firms.
In my mind that is a definite gap in service. As such, it represents an unmet need for me to address by sharing lessons learned from marketing my own professional services.
Chris Salem also recognized a gap in service.
He has recognized that many people operate their businesses subject to … or working around .. the root cause of their problems. This means that they manage the effect of the problem … but do not address its root cause.
The need for appropriate support in addressing the root cause of individual personal issues and problems represents a gap in service. By filling this gap, Chris can gain his market’s trust, which he does by working with clients to address root cause of problematic issues.
Now it’s your turn…what gaps do your services help fill?
How does this help with gaining trust in your market?
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