Winning customers’ trust: from reviews to personal contact

Tip 1: Work on your online credibility

Customers first look online to see what information they can find about you before they contact you. So, make sure that enough information can be found about you, showing your credibility and expertise. Customers will then be more likely to take you seriously. Consider the following points:

Create a professional website

Provide a clear description of what you do and for whom on your website.

• If you have an online shop, post sharp product photos and clear product descriptions, including details such as sizes and materials.
• Do you provide services, such as hairdressing or coaching? Then describe exactly what you offer and your specialisations. "We offer cutting, colouring, styling, and hair care. We have proven expertise in highlights and bridal hairstyles."

Include your contact details, your KVK number, and any hallmarks and certificates. Remember your privacy statement and returns policy. Also share the story behind your business, preferably including a photo or video.

Provide strong reviews and user experiences

Nine out of 10 consumers read reviews before buying something. With positive honest and personal reviews, people are more likely to buy from you. Ask your current customers if they would like to leave a short review for you on Google Reviews, LinkedIn, or your website. For example, have customers describe a situation in which you solved their problem.

• As an IT consultant, you could ask a client, “Can you describe how my advice helped your business work more efficiently?”
• If you are a personal trainer, you can ask: “Can you share what my sessions have done for your energy and health?”

Post case studies and success stories

Write short articles about how you helped a client. Start with the problem or challenge your client had and how you then helped them. Preferably with a concrete result. For example:

• Write how your client was struggling to grow and how you used your marketing services to double that client's turnover.
• Describe how your interior decorating advice made a house cosier and more functional, making your client’s life more comfortable and secure.

Be clear about prices and processes

State clearly what clients can expect from you and what your rates are. For example, explain in your price quotation why you take certain steps or charge certain prices.

Be visible on social media

Share tips and successes that showcase your knowledge and expertise. Also give a glimpse of who you are and how you work, for example, with a short video or photo montage of your working day. When your followers can see the person behind the brand, it builds trust.

Tip 2: Make personal contact

People like to do business with someone they know and understand. Personal contact helps with that.

Set up an introductory meeting

Let customers get to know you first through a no-obligation introductory meeting. Use this moment to ask open questions, let them talk and listen actively. This gives you the chance to tailor your offer to their exact needs.

• As a graphic designer, you might ask, “What do you want your brand to convey?”
• As a hairdresser, you can ask: “What look would you like to get, and what are you unsure about right now?”
• As a coach, you can ask: “What are your main goals for coaching and what are your expectations?”

If you work on longer projects, as a painter/plasterer or consultant for example, also ask what the budget and timeline is for the assignment. This way, you can determine in advance whether you are the right person for the job.

Offer a trial period

You can also gain trust by letting customers try something before they actually buy your service or product. Consider a free intake interview, trial sample, or a first session at a lower rate.

Tip 3: Show your expertise

Customers want proof that you are good at what you do. You can show this by sharing your knowledge. Provide valuable information for free, such as tips in blogs, whitepapers, short videos, or a newsletter. This shows that you know what you are talking about.

• As an accountant, you can write a blog about, for example, ‘The 5 tax benefits every self-employed professional needs to know’.
• As a landscaper, you can create a how-to video with a checklist or step-by-step guide on how your potential clients can maintain their garden.
• As a business analyst or marketer, you can write a whitepaper with reports on specific market trends, challenges, and opportunities.

Tip 4: Stay in touch after the first conversation

Make sure you are not forgotten by staying in touch.

Send a thank you or follow-up

After an introductory meeting, send a short email or message thanking the other person for the conversation. In it, summarise what you discussed and what the next steps might be. Consider a follow-up appointment.

Send a newsletter

Ask your potential client to sign-up for your newsletter. A personal newsletter gets customers engaged.

Get started

Create an action plan and start building trust with potential new customers right away. Each week, for example, you can:

• Ask for at least 2 reviews or user experiences from previous customers. Do you not have any customers yet? Then ask people in your network to write something about you. For example, in exchange for a free product or purchase of your service.
• Plan a conversation with a potential customer you met recently, for instance at a meeting.
• Choose a subject you know a lot about and share something insightful about it in a blog, a how-to video, or a social media post.