Keys for Building Trust

Lessons learned from Mac’s Tire Center

Do Your Customers Trust You?

You’ve probably heard the catch-phrase:

people do business with people that they know, like, and trust.

We hear this phrase so often, we might be tempted to say, “Yeah, yeah, yeah…” and move on.

But wait. Come back here. This is important.

When I think about this concept, I almost break out into laughter, because I am reminded of one of my all-time favorite businesses.

Are you ready?

It’s a tire store. Mac’s Tire Center in Tupelo, Mississippi.

Now for you to know why this is so funny, you’d have to realize that I don’t care that much about cars. I want to drive something which is comfortable, reliable, and reasonably new. Other than that, I am really not too interested in what type of car I drive.

So naturally, anything to do with cars — how they look, what makes them run, what improvements they need — goes right by me. I’m just not interested!

So why would a Tire Store be one of my favorite stores?

It’s because I trust them.

Let me explain…

Our family lived in Mississippi for about 25 years. We lived in a rural area, and occasionally, for one reason or another, one of my tires would lose air. I needed to have it checked and repaired.

It seemed that my husband was out of town or in a business meeting when those times came. Our son was in school, so unavailable. Could it be fixed easily, or was it serious? I certainly didn’t know.

So I would take my car to Mac’s.

My first trip to Mac’s was a big surprise. An energetic repairman met me at the entrance and took my keys. The smiling, cheerful desk clerk logged me into the computer. I then poured myself a free cup of freshly brewed coffee and picked up a magazine to browse.

I have to admit that I was a little nervous. I had been in situations where the answer was always that I needed a new tire.

Not this time. The energetic man returned with my keys.

You’re ready to go. No charge. Just needed some air.

Over the years. Our family returned to Mac’s many times. For repairs. For new tires. For alignments and rotations. There were a couple of times when we thought we needed new tires and they talked us out of it.

My kind of people!

So can you see why a tire store could become one of my favorite stores?

I was confident because I learned to know these people. Their service would be quick and first rate. They would do a good job, and they wouldn’t try to sell me something that I didn’t need. I trusted them.

The kind of trust that Mac’s had with me (and others), didn’t come over night. They had worked at building their business on a strong foundation of integrity and friendliness. They knew that most people think of tires as an unpleasant necessity, and so they worked at making the experience at their store to be the best it could be.

This kind of trust development is even more important for an online business.

Since people can’t see us and talk with us face to face, it’s even more important to convince them that they can trust the products and courses they buy from us. They need to know that we understand their needs and concerns and help them meet those needs.

I’m determined to build my own business around the same concepts which made Mac’s so great.

How can we do this with an online business?

Here are some keys:

• Understand Your Tribe — try to look for things that you have in common with people and then build trust from there. Determine to relate to them.
• Be Honest and Open — don’t be afraid to show your true emotions and viewpoints. Of course, be receptive to other people’s opinions also.
• Show Respect — you need to respect yourself and others and treat people as equal. Do not blame or criticize anyone or make them feel guilty.
• Listen — really pay attention to what people are saying, and demonstrate that you understand them. All it takes is a quick nod, or thumbs up, in agreement to achieve this and trust will quickly build.
• Be Reliable — when you promise to do something, follow through and get the task done. Don’t make promises that you have no intention of keeping.

Think about how you can take these principles and apply them to your business practices. If you promised to look into something for a customer, actually follow through and do so. Even if you don’t locate what it was they were looking for, at least you made the effort.

Sometimes mistakes happen. You might sell or refer a product that isn’t suitable. When this happens, be honest and tell your customers or clients that you made a mistake. Correct it if you can.

If you want to run a business with honesty, integrity and trust, take steps to build relationships with everyone you meet on a day to day. Be personable. Be open.

People will begin to know you. They’ll like you. And they’ll trust you.

As a result, your influence and your business will grow.

One of the best ways to create trust is to write a book. Sharing your life. Your stories. Your point of view. Book Writing Resources are available Here