Is Your Business Breaking Trust Contracts? What Could Be Killing Your Business
Getting someone to purchase something from your company’s website or getting them to take action and fill out your request for consultation form requires a visitor to makes dozens of subtle and subliminal decisions. Many phenomenal books have been written on the subject. This blog post will reflect on one of the most important factors in the process that is often overlooked: Trust. Trust has an intensely powerful ability to either make or lose your business sales. Trust is the reason why people buy brands for higher prices, are willing to accept paper money instead of gold as payment, and most importantly, to get potential customers to take action on your website.
The idea of a trust contract is nothing new, but it is a concept that should constantly be on the forefront of any marketing proposition. A trust contract is created whenever you promise something to a potential customer you are engaging in a trust contract. Properly addressed, trust can be used as a weapon to drastically improve the conversion rate of your website, but what happens when you break a trust contract?
I took a vacation to the Bahamas this week on the Norwegian Sky Cruise Ship with Norwegian Cruise Lines. The cruise was very enjoyable, but there several things that left me annoyed. The ship had a set of hot tubs on the top deck and one of the them had signs on it that clearly stated “Adults Only”. Norwegian cruise lines did not have to offer an adult only hot tub, but once they put a sign up, the entered into subtle trust contract with the their passengers that adult passengers would be able to enjoy that hot tub without kids splashing in their face.
Unfortunately, the Norwegian Cruise Line staff around the pool that day didn’t do anything when two different sets of 6 and 10 year olds, the latter of which were 6 children strong, decided to hop in the tub. This would have been a minor nuisance if the company had not put an “Adults Only” sign up that made us think we would have access to such a luxury. The staff did nothing as they took drink orders around the pool for about 10 minutes. After we got out, I made a comment to a staff member that told us we could find a manager and go complain. They did get the kids out of the hot tub, but the damage was done. This is a small infraction, but the concept that is important here is that Norwegian Cruise Lines violated a small, but crucial trust contract. Think of this concept when you are trying to get clients your website.
Whatever information you provide for a client, you have make sure that your constantly reminding them that you will make due on that promise. Sometimes they are large promises like a money back guarantee. Other times it is a minute contract like making sure that you answer the phone in a way that lets the customer know that they have called the right company (Many companies violate this simple rule).
Don’t make the same mistake that Norwegian Cruise Lines made with us as customers. Take extra care to make sure that your business is keep every trust contract large and small, and don’t make ones that you cannot fulfill. People notice, even if they don’t complain.
I did enjoy the rest of the cruise, it just bugs me that this is one of the memories I have kept.