Quick! Which is more important to buyers? Price or their relationship with you? If you said price, you’d be wrong. That’s why staying in touch with customers, even when you aren’t selling something, is so important.
Who Wants Uncertainty?
In a new consumer survey from Braze, buyers were asked to share which factors motivate them to make repeat purchases. Product quality/brand trust shared the top spot with “affordability.” Discounts came in a distant third.
This isn’t so surprising when you think about it. No matter what products you sell, there are a lot of them out there. With so many options, buyers might find a lower price, but what are they going to get? What will the quality be like? What kind of service and support will be offered?
Brand trust takes away the uncertainty. Your price might be slightly higher than a competitor’s, but if the buyer hasn’t purchased from your competitor before, they don’t know what they are going to get. With you, they do.
How do you develop brand trust?
- Be honest and accurate in your marketing communications. Ensure that what you are telling your buyers matches what they actually get.
- Be easy to do business with. Make deciding, purchasing, and (yes) returning products easy. Even if a customer returns a product, if you make it easy, they are likely to buy from you again.
- Communicate to build relationship. Be a company that invests in its customers. Share insights. How to’s. Give your customers sneak peeks at what is coming up. Make them feel invested in your brand.
If you only communicate with your customers when you are selling something, that’s a transactional relationship—and transactional relationships don’t build trust or customer loyalty. But staying in communication with your customers to communicate value in additional ways is a trust-building relationship that pays dividends over time.
Talk to us about creating a multichannel campaign that does more than build your sales—it develops trust and builds long-term relationships at the same time.