Distrust is the biggest obstacle to overcome for customer growth. You need to develop a trust strategy more than you need a sales strategy to reach customers in the new economy.

1. Selling to a
Skeptical
Society
Your customers
are asking:
Can I
Trust
You? Russell J White, CSP
Russell@RussellWhite.com

2. Who trusts gas prices?

3. What about
used car
salesmen?

4. Do we
even want
to talk
about
politicians?

5. Isn’t she
beautiful?
But, can you
really believe
what you see?
I thought for
sure she had
two legs.

8. We are in a New Food World

9. We no
longer sell to
customers,
we sell to
Skeptomers

10. Our default
setting is
now
48% distrust
of people aged 35 to 64 are likely to trust
what they see, read or hear
ONLY
if someone they know had already
mentioned it to them.

11. 83%
And how about those aged
24 to 34?

12. We don’t need a sales strategy,
We need a trust strategy!

13. In the New
Economy
Trust Drives
Transactions

14. Consumer
Trust
Know who we are
Build customer confidence
Make the experience memorable
Create a viral buzz about what we do

15. Know Who We Are

18. Is a Premium Product Provider

19. What
Does
Premium
Mean
To
You?

20. Premium Products
Must be Supported with…
• Premium service
• Premium surroundings
• Premium attitudes
• Premium relationships with customers

21. Their service is
the BEST!
No matter what you sell, there needs to be a
specialty, something you do better than
everyone else. You can’t beat your competitors
on every level but you can be extraordinary in
the areas that you choose.

22. How could we improve
our stores to be more
premium in our…
• Premium service
• Premium surroundings
• Premium attitudes
• Premium relationships with customers

23. Build Customer
Confidence

24. Integrity
Be authentic in your offerings

25. TRUST
Atmosphere Reinforces Integrity

26. Simplify
Make it easy for the customer to decide

27. Customers become
dissatisfied waiting in line
longer than 4 minutes

30. Too many choices
and not enough
we trust.

31. The Four C’s of the
Customer Experience
That Builds Customer
Confidence

32. Care
Authentic
concern.

33. Competence
Surgically
accurate in
skills
delivery.

34. Everyone
seems to really
like working
there.
Enthusiastic and approachable employees will
become your greatest marketing tool and will
continue to bring customers back.

35. Clarity
Commit to keeping the process
simple and open.

36. Consistency

37. Little Touches Make a Big Difference

38. I feel like I’m
the only
customer in the
restaurant.
In-store efforts should be focused on reducing
wait-time, increasing eye contact and
remembering repeat customers.

39. Name one improvement
you can make in each of
the four C’s
• Care
• Competence
• Clarity
• Consistency

40. Make the Experience
Memorable

41. First Impressions Count

42. Fudgery
Union Station
St. Louis, MO

43. When your customers look at your staff
who do they see?

45. How are You Reaching the Senses of
Your Customers?

46. What’s in it for me?

47. What Makes These Places
Memorable?

48. Is this memorable?

50. It’s worth
the price.
Customer experience is what you’re selling
in return for loyalty.

51. I feel
appreciated.
They really
care about their
customers.
You’d be surprised at how important this is to
today’s generation.
Loyalty reward programs rock.

52. I have a say.
The newest generation of consumers and
spenders want everything to be
customizable, even the businesses they
frequent. Offer more than a physical suggestion
box by reaching out directly for feedback.

53. How could we make the
customer experience
more memorable?

54. Create a Viral Buzz
About What We Do

55. Centers of Influence

56. What is Your Viral Message?

57. I follow them
on Facebook
and Twitter.
The “and” is especially important here. Cross
posting is the biggest pet peeve of social media
users. Use each platform separately and to their
greatest individual strengths.

58. Marketing
Message
Old New
Old
Dead Huh?
Medium
New Lost Yeah!

59. Buyers demand the opportunity
to be heard.

60. I just wrote
them an
awesome
review.
Using the designated “People love us on Yelp”
stickers on your door not only offer “social
proof” that people like you, but they encourage
further public shout-outs and visual cues.

62. I heard about
them at…
Being in the small business community means
that you’re part of a community.
Become a face at local events.

63. How could you
create a greater
viral buzz?

64. No One Plans to Fail

65. Poor Preparation

66. Exhaustion

67. Lack of Courage

70. Thank you for
bringing me back to
Sub Station II
Check out my videos
at BizWizTV.com
for more information
to help your
business.
Contact me:
Russell@RussellWhite.com