FEATURE | MARKETING
56 www.tackletradeworld.com
TRUST
TTW Editor John Watson takes a look at ways to gain trust
in the trade. One of the biggest challenges businesses need
to overcome in order to create more sales is gett ing people
to trust what they say. Whether it is about your product,
service, aft ersales or indeed your marketing and advertising
strategies, you need to get customers and suppliers to trust
in you and equally vice versa.
Case studies
must be
specifi c, the
more specifi c
they are the
greater their
impact
N:ow, you may very
well have a great
deal of integrity
and be very
trustworthy when
it comes to your
business (and I’m
sure you are). But
do your customers
know that? And how
can you make sure that
they do? ‘Lack of trust’
is a big problem, certainly
in advertising. You probably
don’t realise how many customers
simply DON’T believe what you say or
claim in your advertising. In fact, as
an advertiser reaching out to potential
customers, it’s probably best if you just
assume that nobody believes you. We
often see on TV programmes, people
who get ripped off by businesses,
and while it might only be 1 in 1000
businesses in that particular industry,
it’s that one that
will always get the
headlines. Then,
the general public
see this and make a
broad judgement on
that WHOLE industry
to protect them and
then they become wary of
every business. I’ve seen this
happen in the angling trade before
now with disastrous results for the
manufacturer. It could have been
avoided but they knew best, or so they
thought. So, it’s not enough to just tell
people that you have this fantastic,
well-respected reputation or product…
and so therefore you’re the company
to choose. It just doesn’t work
that way anymore, you need to
go much further these days.
Here’s a tip that will have more
people trusting what you say.
People believe more of
what other people say
about you… than what
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