How do you build trust? Reviews? Associations? Do you just let the quality of workmanship do the talking? Fact is, a lot of tradesmen don’t take the initiative when it comes to building trust. Here’s a couple of ways to help that.
Be Upfront With Information
We live in a world of information. Some might say too much information! There’s no need to be vague or evasive when dealing with people or describing your business and services. When I design a website, I’m thinking about what questions the potential customer might have. If they can be easily answered on the website, I’ll do it.
I’m not overly fond of FAQs, especially ones that hide the answers behind a button - those will rarely be seen. I prefer to answer questions and give important information in the copywriting throughout the website.
Put Everything In Writing
Not only does this help avoid misunderstandings later on, having everything in writing helps reassure the buyer that they are dealing with a professional. Quotes, capability statements, brochures, even documented testimonials can be used to build confidence.
Have A Warranty & Guarantee
One of the major hidden objections is, “Will this person and their company look after me if something goes wrong” and this is where the age old warranty and guarantee steps in.
Many tradesmen do not promote or make obvious their warranty and guarantee and it’s a great way to set yourself apart from the competition. If you don’t offer a warranty and guarantee you could be leveraging the warranty that your suppliers offer!
I can make my customers a Warranty & Guarantee page. It’s also included in the 5 Premium Pages bundle (Service Areas, Testimonials, Privacy Policy, Warranty and Guarantee, Careers).
If you get a lot of time wasters, it could be they didn't move forward because you didn't follow one of the above principles. Armed with this info, you'll be able to close more deals and help more people!
Alan Frye