When I was working for Dogeared, a client told me that he didn’t trust the quality of the product I was selling because the price was so low. It’s funny because in the same day, a client also told me that our prices were too high for their store.
One of the things that Dogeared was really fantastic at and part of the reason I was able to help grow their business by 800% in just a few short years, was that they were really focused on a niche in their industry. Their products had broad appeal so a lot of different types of stores would buy from me. Just like any company though, our product wasn’t for everyone.
Unfortunately, you will NEVER make every client happy. This is why it is really important to continue to focus your energy on your ideal clients.
They key is to build confidence in your brand with a little TLC: Trust, Loyalty, and Credibility.
Trust: build trust with your clients by following through with what you say you will do. Fill your orders on time. Keep your communication clear and consistent. Be honest. If you can earn trust, you can sell anything to your client.
For example: you can build trust with a client by clearly communicating your production timeline with them and shipping on time.
Loyalty: once your clients trust you, you have their loyalty. However, loyalty must be earned. You can keep clients for life by listening to them and by understanding their needs. When you understand what they need, you are able to service them better, which means, you guessed it, your jewelry is going to sell a lot better in their store. Win-Win for everyone.
For example: you can build loyalty with your client by listening when their clients ask for shorter necklace chains and responding to the demand.
Credibility: Cred comes from walking the walk not just talking the talk. Actions speak louder than words (or tweets or Facebook posts). Make sure that you are under promising and over delivering. Tips to help with this are to make sure you are giving yourself adequate parameters to blow their expectations out of the water.
For example: under promising your client that you aren’t sure that the specific stone they like is available and then delivering a better quality stone that exceeds their expectations.
Now that you have the TLC thing down, you’ll notice that your clients will become a lot more confident in you and your brand. In most cases, when you are just starting out, YOU are your brand. The confidence thing starts to have a trickle down effect, as well.
We want to hear from you. How are you building TLC in your business? What are some of the struggles you are having building confidence in your brand? What makes you Loyal to a brand?
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