If there’s one guaranteed head-nod, bromide, platitude that most marketers and salespeople would agree to, it’s that trust in the seller positively affects buyer behavior. Conversely, companies we don’t trust are adversely affected by a lack of trust. Pure data to support this claim is tricky to come by, but it’s a commonsensical proposition most of us are willing to buy on the face of it. And rightly so.
And yet – the degree to which modern companies bleed trust (hemorrhage might be a better word) is astonishing.
And I’m not just talking about the egregious mistakes – auto emissions software, blown drilling platforms, rigged interest rates. I’m talking about the myriad little, every-day, seemingly trivial ways that add up—ending in a virtual bloodbath of lost trust. In no particular order, let me identify a few.
Customer Tales of Woe
In Goodbye Avis, Hello Uber, danah boyd chronicles death by a thousand cuts at the hand of Avis Car Rental. Her rental car got a flat tire at 10 p.m. in Los Angeles, just seven miles from Los Angeles International Airport (LAX). A customer service phone rep said he didn’t know how long it would take to get an exchange. He said he’d text her. An hour later, she had not received a text, so she called again. They said it would take four hours. Outraged, she pushed back. OK, they said, 90 minutes.
They then suggested she leave the car with the keys in it and get a taxi. She left the car but got a ride from friends to her destination. Avis texted that they’d arrive at 4 a.m. They didn’t. She called again, and Avis blamed the towing company. They said it would take 30 minutes. Ninety minutes later a tow truck arrived.
At 4 p.m. the following day she called to make sure Avis had gotten the car. Nope. They said she was still liable. Roadside assistance told her to call customer service, who said to call the LAX counter directly, who passed her call on to the manager, whose call went to voice mail. He didn’t return the call. And, it went on.
The Avis tale may sound exceptional. But I bet you have your own horror stories to relate that are just as bad. And you probably reacted the same way danah did—by changing suppliers, even though she’d been a loyal customer for years.
One Cut at a Time
Not all customer horror stories have 15 fails in a row in a 24-hour period. But it doesn’t matter. Like little cuts, they can add up, and each one adds its own traumatic toll.
- I recently went to trade in a car. We had a deal until the salesman noted a discrepancy on the CarFax report. I said I’d fix it. It took six weeks to fix, but I did get it fixed. However, the salesman never called to ask how things were coming along, so I bought my new car elsewhere.
- A friend went to a store at 5:55 p.m. The manager was inside, locking up for the evening. When my friend pointed to the “Hours: 8AM – 6PM” stenciled on the door and pointed to her watch, the manager shrugged his shoulders and turned away.
- At my daughter’s recent wedding, I asked if we could borrow a golf cart for 20 minutes to ferry the bride and groom across the wet lawn for photos so as not to get her wedding dress wet. “Sorry, we can’t afford the liability,” was the answer we received.
- A friend who does small group communication training sessions is routinely asked by large companies to purchase liability insurance to indemnify MegaCo Inc. against any possible harm or claim of harm from anyone for any reason arising out of his delivering a half-day communication training session. (Many of you face the same exact extortionate policy of your customers offloading “risk” to you and having you pay for the privilege.)
- Some years ago I had a great first sales discussion with a client about doing training to increase trust in their sales process. At the end of the call, he said, “This is great, we have a deal. Now, I presume you’ll grant us our customary 15% discount?” This after having discussed how to help his salespeople to stop cutting prices.
- I’ll never forget the brokerage office head who, on hearing about my upcoming talk on being a trusted advisor, said, “Hey, anything that’ll increase my share of wallet, I’m all for it!”
- I constantly receive offers to write articles for my blog in return for links. Ninety-five percent of the time, they show no awareness of the subject matter of my blog, much less a sense for what quality levels of content might be expected.
- Customer service scripts are increasingly being loaded with fake empathy and inappropriate apologies: “Oh, I am sure that must be terribly frustrating for you,” “Oh, I do apologize for the power outage you experienced. …” Don’t pretend-feel. An acknowledgement is critical, but apologizing for things you didn’t do is phony.
- Yesterday a corporate online feedback site was generating error messages, sending me “not-deliverable” emails. Acting the good business citizen, I called the corporate 800 customer service number to tell them. The customer service rep told me, “The feedback page is not our department.” When at my suggestion she connected me to that department, they insisted on giving me an incident number so I could track my concern going forward. My concern?
- On a United Airlines flight from Chicago to Charlotte, North Carolina, two months ago, two aircraft were taken off the gate due to equipment problems. The third aircraft finally left three hours late. I emailed the airline. I got back a generic apology and a voucher redeemable against future miles—no acknowledgement of the particular issue, much less suggestions about dealing with it. (That reminds me of my cable company: after showing up three hours late, they’re trained to quickly offer you a $20 rebate—a fair deal if your time is worth less than $7 per hour).
I could go on and on. And so could you. The cut-cut, drip-drip of such low-level, tedious violations of basic customer relationships adds up. It results in listless relationships at best and cynicism, surliness, and passive-aggressive hostility at worst. Finally, we customers jump ship when the opportunity presents itself.
This isn’t “just” about customer service. There is a steel cable linking all customer experiences—sales, service, whatever—with future sales. How everyone treats customers in all ways at all times is a big driver of trust and thus of revenue.
But you already get that point. The more urgent point is this: how can you be sure you’re not imposing such semi-conscious bloodletting on your customers? Here are two ideas.
1. Follow the 10% rule. At every customer interaction point, take 10% more time to close out the interaction in a trust-creating way.
- If you couldn’t help someone after a five-minute call, then take 30 seconds to suggest an alternate vendor.
- If you’re going to spend 15 minutes writing an exploratory letter, then spend another two minutes to find some value-add to include in it.
- If a potential customer walks out the door after an inconclusive interaction, take a note about a content-specific way to follow up in two weeks with an email or phone call.
You think you don’t have 10% more time? Please. Consider how much you put at risk the other 90% of time you didspend by failing to leave a trust-based impression.
2. Personalize responses in some way. Buying is emotionally triggered, and that’s as true for B2B sales as it is for B2C. Don’t let your last impression be the customer seeing dollar signs in your eyeballs.
- Responding immediately, or in some hugely fast way, is a powerful tool for showing you’re paying attention when someone reaches out to you. Just don’t automate the response. Fast and customized is a powerful combination.
- If you are responding to an error, then over-respond. Don’t minimize it. Acknowledge, explain what must have happened, and—most important—say what you are going to do on your own to ensure it doesn’t happen again.
Sales don’t just happen during selling. They’re a predictable result of your entire mode of relationship with your customers at all times.