How To Get Customers To Trust You

How To Get Customers To Trust You

Do you know what’s important other than the offer you make?

It’s not your logo or your product.

None of these matter if you don’t have this in your business.

It’s the buyer’s trust.

Trust is the foundation of every business.

Without it, businesses are just a logo with products and services to sell. 

And no one is buying.

Technology is improving day by day.

The way we buy things changes too.

For every customer that’s interested in buying something, the process isn’t as simple and straightforward as it seems.

The customer journey of today’s buyer

Buyers today are very different than buyers 20 years ago

Technology changed the way we buy nowadays, especially for Millenials and Gen Z.

These younger generations buy and shop online most of the time.

Therefore, it’s crucial to know the buying process of these buyers.

It’s called the customer journey.

Throughout the journey, buyers will go from being aware of your business to consideration to taking the buying action and finally becoming an advocate.

Here’s an illustration of an ideal customer journey.

(Image source: VoiceSage)

Knowing the customer journey helps you understand your customers’ buying process in general.

It’s easier to plan your marketing tactics and strategy once you’re clear about the different stages of the buying process.

But familiarizing yourself with the buying process is only a small piece of the bigger puzzle.

There’s a bigger force at play to make more sales in your marketing efforts.

You need to build trust at every stage of your buyer’s journey.

Trust-building at every stage of the customer journey

Trust is the foundation of every business across industries.

Without trust, there’ll be no exchange in values.

And without value exchange, zero sales.

Trust will be the first thing your customers pay for prior to buying.

Now, let’s look at how you can build trust at every stage of the customer journey.

At the awareness stage

The awareness stage is where your customer realizes an underlying problem that needs to be solved.

Building trust at this stage is all about presenting a solution to their problems.

That’s how they’ll discover you.

Your customers don’t know you exist yet but they have problems to be solved.

This is the stage where you come in as the expert to show them what can be done to solve those problems.

People trust experts who know what they are capable of.

Here’s how you can build trust at this stage:

1. Have a strong online presence. Be on social media, write blogs, create Youtube videos, etc

It’ll increase your chances of getting discovered by your ideal customers.

And build credibility as well as authority at the same time.

2. Publish helpful content. Content that is helpful and valuable builds trust easily.

Instead of selling, you’re offering help to your customers which is what your customers are looking for at this stage.

3.  Have a strong brand. Younger generation buyers prefer buying from brands that have similar values as them.

It pays to find out the deeper meaning of why your customers choose to buy from you.

At the consideration stage

As your customers enter the consideration stage, they are aware of your business.

Most importantly, they know you can help them.

This is the stage where your customers are considering buying from you.

However, before your customers commit, they need the assurance that you have what it takes and you’re worth the investment.

The consideration stage is the deal-breaker when it comes to capturing the sale from your customers.

You can reinforce the trust between your business and the customers through:

1. Reviews and testimonials. Studies have shown that buyers trust their peers and other people in general when making purchase decisions.

It’s important to keep this in mind when building trust at this stage.

2. User-generated content. This is a more subtle form of social proof for your business.

User-generated content usually shows your existing customers how their lives have changed after using your product or service.

3. Third-party endorsements. Having other celebrities or influencers recommending your business is a trust booster.

Recommendations and endorsements from third parties are a great marketing strategy in the B2C and D2C space.

At the purchase stage

This is the stage where your customers have decided to make the purchasing decision with your business.

They have done their homework of window shopping for the best deal. And they have their eyes on you.

Many business owners think they have sealed the deal when in fact it’s far from the reality.

Customers can still buy from anywhere they find worthy.

Therefore, even at this stage of their journey, you have to provide sufficient trust to indicate you’re worth every penny.

You can seal the deal with:

1. Secured payment badges on checkout pages. Payment badges give your customers a smooth checkout process. Knowing that your site is secured to make payments.

2. Intuitive and responsive checkout process. Your customers would want to know if their payment goes through. So make sure your payment processing is seamless to lower buying friction.

3. Send receipts as proof of purchase. Most customers are skeptical when it comes to money. Send them a receipt to give them peace of mind knowing that they could ask for a refund if anything goes wrong.

At the retention stage

Never forget that it’s not over after your customers bought from you. 

They can get a refund if they don’t like the post-purchase service.

You’d still have to continuously build trust.

Trust-building at this stage is all about taking the relationship to the next level which is customer advocacy.

With that being said, great customer service makes all the difference. Your customers want to be serviced accordingly.

Things you need to focus on at this stage:

1. Respond to customers’ queries fast.

Before they got all emotional about their unsatisfied purchase or queries, it’s best to attend to the matter as quickly as you possibly could.

It shows that you care about them and their satisfaction.

2. Reach out for feedback. It’s your job to be proactive in reaching out to ask if they are satisfied with their purchase.

Being proactive at this stage strengthens the trust your customers have with you.

3. Give out rewards and loyalty deals. You’ll need to reward your customers for choosing your business.

When it’s done right, your customers become your advocate in no time.

 At the advocacy stage

Your customers are happy and satisfied.

Customers at this stage would be glad to tell their friends and family about your business.

All you have to do is prompt them to do so at their own will.

Advocates are how businesses scale to greater heights.

They help promote businesses.

And they stay loyal to businesses.

Having advocates is like killing two birds with one stone.

Here’s how to keep and nurture advocates:

1. Give them surprises.

Your business’s advocates choose you because they see the value.

They’d appreciate the occasional surprises from the brand they value most. That’ll keep them around even longer.

2. Make them your brand ambassador.

Since they love your brand, why not make them part of your business. They could be your brand’s best marketer.

3. Sell them more.

Yes, that’s right. They see the value you provide and they want more.

Not because they have money to spend but they trust you and need your solution.


Trust is the first thing you focus on when bringing prospects into your business.

With trust as the priority, your marketing will be less salesy.

Your business will have a higher perceived value as compared to your competitors.

So, before you launch your marketing campaign, be clear on how you can build trust at each customer journey stage.

Want more customer-getting strategies?

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Jaz Lai

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