Last Saturday at work was rough. I worked thirteen hours. Thankfully it was my last day of work for a week. Sunday was all about relaxing and spending time with my wife. Hence my two sentence ROW80 non-update.
We had a nice lunch, took care of some errands (I ordered prescription sunglasses from Wize Eyes so I can drive in style) and in general enjoyed the day. Last stop on the way home was PC Richards for a new air conditioner.
Not long after we walked in, a salesmen, named Tony, approached us. He was an older man with a slight limp who looked and sounded like George Carlin. We gave him the size of our living room, the floor we were on and budget and he quickly pointed out the best unit for the job. I asked him what the price was for the next level up. If it was a difference of twenty or thirty dollars for an extra 2000 BTUs, I’d rather get the bigger one. Tony could easily have sold me that, but instead explained why I SHOULDN’T get it. Apparently overestimating BTUs is just as bad as underestimating. Too many BTUs means the compressor is working too fast and not getting rid of the humidity properly. You’ll cool the room, but you’ll feel damp.
So, while Tony was processing our sale, my wife and I complimented his excellent salesmanship. This was more or less his response, “I’m not just thinking about this sale. I’m thinking about FUTURE sales. One day you might need a TV or some kind of appliance and hopefully you’ll remember me and that I gave you a good experience and come back.”
Trust. The linchpin of any sale. Why buy Sony instead of Panasonic? Why Toyota over Ford? Even if you’re buying a new product, somewhere along the line you put your trust in that product performing as expected. And trust doesn’t come easily.
I’ve heard through some sources I need to be building my trust cred for THREE YEARS before I release my debut. That means I’ve got just over two and half years to go. I don’t think I’ll wait that long, but it makes perfect sense to do trust prep before I release a book. Why spend money on something unless you believe it’ll perform? Here’s how some Twitter messages read from new followers, “Hi I’m new. I’ve just released my book and it’s available here.” Besides not having anything I’d remember in that message, what reason do I have to buy their product other than its availability?
My trust cred is under construction. It has to be built one person at a time. A slow process for sure, but once I’m ready to sell something I hope it’ll pay off and people will want to give me a shot.
How important is consumer trust to you in building your platform? How important is it if you’re the consumer? And if you’re already selling how large a factor has trust played in your success?
Info stuff- Follow my ROW80 progress every Wednesday and Sunday and be here Tuesdays and Thursdays for new posts on me, writing, superheroes, monsters, comics and any other geeky stuff on my mind.