Have you ever kicked off a marketing campaign with big dreams, only to find yourself two years later wondering why the sales aren’t rolling in? But believe it or not, when you feel like throwing in the towel, it’s likely that you haven’t put in enough effort yet.
It’s a common misconception among business owners that customers do reward late-night social media posts or the countless hours spent creating content. But in reality, customers are only moved by trust.
The 2 Stages of Building Customer Trust
When you’re selling a high-ticket product or service, you need to establish customer trust in these 2 stages.
1. Prove your solution works
First of all, you need to show that your solution genuinely solves a real problem. If potential customers don’t believe that your product or service offers value, they won’t engage with your content at all.
2. Prove you’re the right team
Once prospects are convinced that your type of solution is effective, they have another question: Is your business the right one to deliver this solution? This is where many businesses lose qualified leads to their competitors. You may have spent months educating the market, but if you haven’t dedicated enough time to prove that you’re the best partner for implementation, guess what happens….. you lose them.
This gap between proving the solution and demonstrating your capability is what makes most businesses end up quitting their marketing too early. And it’s normally due to lack of customer trust.
This situation is rooted from gaps in your messaging and the continuity of your marketing efforts.And as a result, you might feel like you’re putting in all this hard work with little to show for it.
But please don’t mistake customer trust issues for a sign that your marketing is ineffective. It’s actually a signal that your strategy has some holes that need to be filled.
So if your business relies on marketing, you know very well that throwing in the towel isn’t an option. Instead of giving up, ask yourself these two crucial questions:
- Have I demonstrated that my solution truly works?
- Have I shown that my business is the best partner to deliver this solution?
If you find it hard to confidently answer “yes” to both, that’s where you should focus your energy.
Pinpoint the gaps in your messaging to build that customer trust, then Seek help if you need it. But don’t take a step back from your marketing altogether.