Recently, I conducted a poll that revealed a staggering statistic: 98% of us distrust businesses more than we did 10 years ago. This isn’t just a passing feeling; it’s a reflection of how deeply consumer trust has been eroding over time. I call this growing skepticism our “B.S.-o-Meter,” and it’s more fine-tuned than ever before. Whether we’re shopping online, interacting with service providers, or browsing social media, we are quicker than ever to look at companies with disdain if something feels even slightly salesy or manipulative.
This heightened sense of distrust means that marketers and sales professionals have to work harder—and faster—to build genuine relationships with customers. The days of relying on flashy slogans, vague promises, or manipulative tactics are over. In this landscape, transparency and authenticity are not just buzzwords—they are business imperatives.
The Erosion of Trust: Why Are We More Skeptical Now?
Before we dive into how to build trust, it’s worth exploring why so many of us feel more skeptical than ever:
– Over-promising and under-delivering: Consumers have grown tired of brands making big promises they don’t keep. Whether it’s product quality, customer service, or company values, many businesses have failed to live up to their marketing hype.
– Increased access to information: In the digital age, we have more access to reviews, behind-the-scenes footage, and real-time feedback than ever before. We no longer have to take a business’s word for it; we can do our own research—and often, what we find doesn’t match the claims.
– Scandals and unethical practices: From privacy breaches to financial scandals, businesses that operate without integrity are being exposed faster. This leads to an overall decline in trust, especially if those businesses took unnecessary bailouts during Covid.
The combination of these factors has made customers much more cautious, and in some cases, outright distrustful. So, what can businesses do to overcome this growing skepticism?
How Marketers and Sales Professionals Can Build Trust Quickly
Given that the B.S.-o-Meter is more sensitive than ever, building trust with your audience quickly is crucial. Here are some strategies to help:
– Be transparent – especially if you mess up! Customers appreciate businesses that are upfront about their limitations, whether it’s regarding shipping times, product availability, or service capabilities. We’re especially empathetic to real people sharing real stories of things their business failed at, and how they overcame it, or plan to do better in the future. It may seem counterintuitive to show your business’s vulnerabilities, but perfection isn’t trustworthy.
– Show, don’t just tell: Back up your claims with proof. If you say your product is the best in the market, show the data, the testimonials, or the case studies that demonstrate its effectiveness. Trust comes from evidence, not just words.
– Deliver value upfront: Offer free resources, tips, or valuable content that helps your customers solve a problem before they’ve even made a purchase. This establishes credibility and positions your business as a helpful partner, not just another company trying to make a sale.
– Be consistent: Consistency builds trust over time. Whether it’s in your messaging, customer service, or product quality, being reliable is key to maintaining trust. Inconsistent experiences are a fast track to skepticism.
– Listen to your customers: Actively seek and incorporate feedback. Consumers want to feel heard, and when businesses take the time to address (rather than ignore) their concerns and improve based on customer input, it shows that they care about more than just profits.
– Stories, stories, and more stories: Doing all the above through the use of stories is the best way to build trust quickly. Stories convey emotion that statistics alone can’t. Video is best, and keep it short. Using real people to tell those stories is key–whether customer or employee.
The Long-Term Payoff of Building Trust
In a world where nearly everyone’s B.S.-o-Meter is on high alert, trust is more valuable than ever. Businesses that take the time to build genuine, authentic relationships with their customers will not only stand out but will also enjoy long-term loyalty. Trust can’t be faked, and it certainly can’t be rushed, but those who invest in it will see the rewards.
The takeaway? Don’t see trust-building as a one-time effort. It’s an ongoing process that requires consistency, transparency, and a customer-first approach. In the age of the skeptical consumer, those who prioritize trust will thrive while those who don’t will struggle to survive.
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