Are You . . . (1st) Trustworthy, (2nd) Knowledgeable, & (3rd) Capable?
Most service businesses today believe that the function of marketing is to promote their services.
That was mostly true in past decades, but now it’s actually a business threatening misconception.
MARK THIS DOWN & DON’T FORGET IT . . .
- In today’s market place, the most important function of your marketing must be to establish that you are (1st) trustworthy, (2nd) knowledgeable, and (3rd) capable.
Most consumers today absolutely don’t want to do business with people they don’t trust, especially when it comes to buying services for their home or business. When they buy your services they are, in fact, buying the values, knowledgebase, technical & management skills, as well as the personalities of YOU and your employees.
Even if you happen to have the lowest prices, if your prospect doesn’t trust you, it will be difficult if not impossible to sell them your services.
This is the basis for my strong focus on the Education-Based Marketing System.
When dealing with today’s consumer, without question, delivering a satisfactory service is no longer enough! There are plenty of places that can deliver a “satisfactory service” – but they can’t meet the three step requirements I mentioned previously!
The fact is, even an IICRC certification no longer can be depended on to meet the three step requirement! Capable? Perhaps. Knowledgeable? Too many are not! Trustworthy? Answer that yourself.
Look at this chart & you will quickly get the idea why a “satisfied” customer won’t keep you in business anymore!
The First level is pretty obvious, & I wonder about the 17% — perhaps price means more to some consumers them than satisfaction?
Check the Second level, – that should get your attention. Notice that even though satisfied, The customer can be easily switched by a competitor!
The Third level is where we are now! Satisfaction doesn’t cut it! The customer has to feel good about you and your company! – And still 17% won’t stay with you!
Things seemed to go along pretty well until the early to mid 90’s, then the now better educated consumer began to rebel because of all the scams, poor quality and lousy service that accompanied the final insult – higher prices!
This had become prevalent not only in our industry, but also across the board in our society.
Result? An angry consumer who demanded better! Service companies like ours found us face to face with “Increased customer expectations”, from a better educated consumer who wanted what was promised and more – much more!
Our industry responded with better equipment & cleaning systems as well as better trained service technicians. Those who recognized the situation created “Positive Customer Feelings” and were well able to compete and grow.
The Great Recession of 2008 devastated the consumer! The consumer found that all the institutions that they had grown up trusting with life shaping decisions regarding money, savings, credit, investments, their home – car – retirement were either incompetent or thieves or both! Trust was and continues to be devastated! All businesses are suspect!
Employees, value systems & localized business now come into play. Your brand – “YOU”, is now most important.
The “old way” of advertising continues to produce diminishing results that are gradually drying up!
Only your “Trustworthiness” & Your “Knowledge Base” can lead your marketing activities as you develop brand “YOU” using Educational Marketing – because – it’s all that works today!
Next week we will evaluate how we build “Trust” in your brand
Sphere: Related Content
