Trust As a Marketing Technique

Jan 3rd, 2009 | By | Category: Building Your Reputation, Featured Articles

“You can trust me.”

Famous last words from every con artist I’ve ever met, and a sure-fire way to lose my trust, and most anyone else’s.

Trust is so important and so misunderstood that there are over a half-million books on the subject on Amazon, over 300 million sites listed on Google, and the one-rhetorical phrase used by that con artist.

As an independent accountant, trust is an essential essential ingredient in the success of your practice. Sure, you can get clients with a lot of hard work and effort, pounding the pavement, filling the inbox with a continual stream of direct mail campaigns, or volunteering your services to one good cause after another. But, if you don’t exude trust, if your clients and prospects don’t trust you, you are doomed to living a life going over and over the same path, just like a gerbil in a “squirrel cage.”

Then how does an independent bookkeeper, accountant or tax professional just starting their practice develop trust? One of the surest ways is to over-deliver when you are serving your clients, and then be sure they know and understand that you have gone the extra mile for them. Whatever the client may be expecting in the way of service, you have to deliver that and more, and you have to let them know how lucky they are.

What happens when you deliver exceptional work and don’t toot your own horn? Well, for one thing, no one knows. If you don’t let your client know how good a product or service you have delivered, then they will think it is ordinary and normal, and that you are an ordinary and normal practitioner. Is that what you want?

The process of letting your customers know what a special service or product they have received can take many forms … press releases, whitepapers, reports, and even client get-togethers. Providing your client with a reminder of what is special about your service or product, are one way.

But, letting your client know what you’ve done for them doesn’t include bragging. that will burn you better than “You can trust me.” When you convey your message, it needs to be straightforward and honest, and presented as a third party message, or from a third party, such as an endorsement.

That’s why you use press releases, why you use whitepapers and reports, and why you get your clients together to meet each other to compare notes. Try it, you’ll like it.

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