Build Customer Trust

vince dicecco

Vince is a dynamic and sought-after seminar speaker and author with a unique perspective on business development and management subjects, primarily in the decorated- and promotional-apparel industries. With 20+ years of experience in sales, marketing and training, he is an independent consultant to various decoration businesses looking to profit and sharpen their competitive edge. Visit his website or send an email to

Customers want to know that they can trust a product, business, and sales rep. Here are three ways to prove your trustworthiness.

  1. To a fault, keep your word: If you tell the client that you’ll be in touch as soon as possible, follow through and acknowledge a time frame that’s longer than the client expects. You won’t always get it right. When you make a mistake admit the error, apologize, and promise to fix the problem. If you own a mistake rather than make excuses, your customers will respect you. At the end of the day, all you have is your word and the degree of integrity it holds. 
  2. Underpromise and overdeliver: When you tell a customer the order will be ready in three to five days, the customer heard two days. Three to five days sounds like an average, and your buyer knows you are well above average. Thus, the customer expects you to deliver at top speed. If you can confidently deliver in three days, tell the customer it will take five days—as long as that’s acceptable—and notice the customer’s delight when the order arrives ahead of time. Also, let a third-party testimonial vouch for you. It’s a great way to demonstrate how you can be trusted to deliver a positive experience.
  3.  Be consistent: Train your clientele to expect a certain level of quality and constantly deliver. If you do, customers will come to you first. Seek feedback with customer surveys, and do the research that your competitors won’t. Keep your finger on the pulse of what your target niche needs.