Building TRUST
TRUST is absolutely, positively, the most critical component to becoming THE ONLY ONE people want to work with/buy from and turning your audience into Advocates and Marketing Agents™. When you go BEYOND DIFFERENTIATION™ your audience TRUSTS you...completely.
And while leaders know how important Trust is to their organization, few have a purposeful plan for how to earn it, grow it, and leverage it with their audiences.
Keep in mind...NO ONE on the planet will ever be your Advocate if they don't Trust you...no one.
Trust is the most critical cornerstone of The “REMARK”able Triangle™.
TRUST is the one cornerstone that will create more Advocates than any other part of the Triangle. Trust does more to drive loyalty and advocacy than any other cornerstone in The “REMARK”able Triangle™. People love to talk about people they Trust...this is FREE MARKETING.
Trust is taken for granted in most organizations. We think it will "just happen" if we go about our business and deliver our products and services. It doesn't. While you might gain some trust over time, it isn't purposeful, it is random. As we discussed in our first book, we coined a very popular phrase...
Random acts of Excellence and Chaos lead to Customer and Brand Confusion...ultimately causing customers to leave because they can't count on a consistent experience. And customers want a consistent experience.
To help you create "purposeful Trust," we created an architecture that builds Trust with each interaction you have with your customers and overall audience. We call this our ADVOCACY ARCHITECTURE™. It is a complete model for how you can proactively and purposefully build deeper Trust. Check it out below...
The starting point of our Advocacy Architecture™ is Promises. While Promises may seem easy, they are actually very difficult for most organizations to keep. Don't believe it? Just ask your customers (and employees) if you keep all your Promises...you will be shocked by their response. When we talk to our clients customers, it is always shocking to see the misalignment between what Promises the organization thinks they are making and keeping and which ones their Customers feel they are making and keeping (or not keeping). This is the starting point of building Trust...keeping your Promises builds Trust.
If you don't keep your Promises, there is no chance of ever building Trust. And if there isn't any chance of building Trust, there is zero chance of building Advocacy, which is the ultimate goal of going BEYOND DIFFERENTIATION™. But...when you keep the Promises you make and build deeper and deeper Trust with your customers, you become THE ONLY ONE they want to work with/buy from. You stand out ahead of your competitors when they aren't keeping their promises and you are keeping yours. It's what we all want as customers and it is an incredible opportunity to become "REMARK"able™.
We can help you strengthen your own Advocacy Architecture™. For example, we can help you determine your Promises Inventory™ and identify what "percentage of Promises" you are keeping. This is always the first step...knowing the Promises you are making and keeping (or not keeping). Here's a quick formula to help you better understand how you can calculate your opportunity...
Promises Made - Promises Kept
_________________________________________
Promises Made
X 100
% of Promises NOT Kept
Understanding where your organization stands with regard to Promises is very enlightening for every organization. It is usually a shocking reality check for most leaders. As you dive deeper into the area of Promises, you soon realize there are several different kinds of Promises. There are Direct, Implied, Assumed, Expected, etc. There is a lot of depth when it comes to Promises, Trust, Relationships and Loyalty. All of which get you to the ultimate prize of becoming THE ONLY ONE people want to work with/buy from and creating more Advocates and Marketing Agents™. This is the first step in going BEYOND DIFFERENTIATION™...understanding your Promise Inventory. This one area has the potential to propel your company ahead of your competition!