The Lowest Price is Not Enough: You Need Trust and Credibility
During a prospective call this week with a $1.5 million dollar local service business that operates in a low-trust industry, the topic of credibility came up as this prospect explained the loss of a commercial sale due to using a personal email address instead of a company-branded email.
What I told this prospect next is something I think small #business owners must understand: every way, shape, or form that someone comes into contact with your business is an interaction for building credibility or eroding credibility.
In this case, the interaction with a non-company branded email eroded it.
For every business, but even more for CEOs and owners of small businesses effective #marketing involves much more than social media, pay-per-click advertising, and a website.
When prospects are making a decision about whether or not to buy, trust and credibility lead the way. Having the lowest price, the biggest selection, and the most convenience in the market, won’t help you either.