Trust is a psychological state comprising the intention to accept vulnerability based upon positive expectations of the intentions or behavior of another.
"NOT SO DIFFERENT AFTER ALL: A CROSSDISCIPLINE VIEW OF TRUST", Rousseau, Sitkin, Buit, and Camerer, 1998
"A possible explanation for the substantial amount of "irrational" behavior observed in markets (and elsewhere) is that humans are a highly social species and to an extent value what other humans think of them. This behavior can be termed trustworthiness - cooperating when someone places trust in us... positive social signals cause oxytocin to be released by the brain, producing an unconscious attachment to a stranger."
"The Neuroeconomics of Trust" by Paul J. Zak, Claremont Graduate University - Center for Neuroeconomics Studies, August 2005
“… people, when rightly and fully trusted, will return the trust,” President Abraham Lincoln
"Because trustworthy people also tend to be more trusting, they are more likely themselves to seek out opportunities for reaping cooperative gains."
"A COGNITIVE THEORY OF TRUST" by CLAIRE A. HILL and ERIN ANN O’HARA published in THE WASHINGTON UNIVERSITY LAW REVIEW, Orbell & Dawes, Cognitive Miser Theory
Consider the Priceline.com model... Have you ever done this? I recently needed to book a rental car for a vacation. I wasted way too much time looking up the same sized vehicle on every car rental company website that operated out of San Francisco. I perceived that I wasn't finding any better deal than anywhere else. I finally surrendered myself to Priceline.com figuring that at least if I could name my price I would have a chance at a slightly better discount. Following through on my mantra it never hurts to ask I named the price I was hoping to find in my previous search. I got a polite pop-up message that amounted to, "If wishes were horses we would be booking you on The Pony Express, lady - how about you try this slightly familiar price?" I could have booked my mid-sized sedan somewhere else at that point, but I appreciated the chance to try, the two dollars I saved and their honesty - so I pulled the trigger, reserved my car and blew the two dollars on upgrades.
“The best way to find out if you can trust somebody is to trust them.” Ernest Hemingway.
How can you deliberately display trust in your physical and online clientele?
How would this improve your long term customer retention and engagement?
Are you doing something that you may not be aware of that shows distrust in the consumer?
Please share your ideas!
- Consider a survey asking hard questions about your service, showing you value the opinions of the end user.
- Make people feel welcome whether in person or online, learn what makes a welcoming website and facebook page versus a marketing statement.
- If you give quotes for your work, remember that just because you have to say no doesn't mean it has to be the end of a conversation; without being taken advantage of, be willing to negotiate so that everyone wins. Sometimes giving a little has large returns.
- With first encounters, smile warmly - in person and online (smile while you type, it really does influence the tone that you project in the written word)
- Reflect on how trust influences your purchasing decisions and try to ethically and genuinely emulate that. What is your trust language?
Need to brainstorm some more? Contact me, I would love to help!
by Rebecca LeClaire - Website Design Company Consultant & Online Business, SEO & Marketing Consultant
This article is featured On Simply Woman magazine - http://www.simplywoman.com/show-trust-drive-sales-rebecca-leclaire-explains/