5 Ways to Build Trust

We’ve all heard of know, like, and trust, and while these have been the cliche sayings in marketing for years, what does it mean to have clients trust you - especially when you haven’t worked with them yet? 

1. Be seen: Your potential clients need to be able to get to know you. This means they need to be able to get an idea of what you do, how you help, and a bit about your personality. YOU are the difference between your travel agency and an OTA, not pricing. This also means showing up on social media - not just with stock imagery, but in person, with your face, your videos, your voice. Let them see the person behind the brand. 

2. Educate more than you sell: Are you just telling your clients what to do, or are you welcoming them into the process and explaining why some options are better than others? For example, when you have a client who sees two tours, but they go straight to pricing, are you explaining the value that comes with the location of the accommodations, the difference in experience between a skip-the-line pass vs hours spent waiting in line? Nothing builds trust like empowering your clients to make better decisions through stories that add context. 

3. Engage and Communicate Authentically: When you’re on other people's platforms - such as a Facebook group you’re not the admin of, on other people's posts on social media, or even in person - get curious. Ask questions, offer suggestions without immediately going to “I can sell you this.” Instead get them talking and sharing. When they don’t feel you immediately coming with the ‘pitch’ and instead lead with authentic curiosity, potential clients will feel more at ease rather than guarded when you do make an offer to work together. 

4. Transparency of Your Processes and Fees: Discussion of your fees and the process for working with you should be sprinkled throughout your marketing. It’s not a one and done conversation. Leverage your social media stories and even longer form content to explain the value of your fees, such as how it frees you to work for the client, and not just for the supplier who will offer the best commission. Let your potential clients know what to expect in a consultation or booking process so that they have an understanding of what it means to work with you. 

5. It’s about Micro-Commitments: Too often as sales people the thought is we have to get to the ‘big yes,’ but we can’t get there without a series of micro-commitments along the way. From getting them to opt in to an email list, or booking a consultation, to sending you their passport details - each step in the process is a micro-commitment that primes the potential client towards the ultimate yes. By skipping the small micro- steps along the way, it’s like asking someone to marry you before you go on that first date.

Just like you wouldn’t immediately want to spend thousands of dollars with a door-to-door salesperson you know nothing about and aren’t sure what they are selling, your potential clients want to know that they can trust you as well. 

Your “store front” is critical, if you have a physical store, then making sure they can come in and feel comfortable with spending their money, or a digital store - they need to feel that same sense of assurance. Your digital storefront needs to speak to the type of clients you’re wanting to attract through imagery, branding, and language that will instill trust within them. You want to be updating your ‘store’ regularly, a business that hasn’t posted online in several weeks, months, or even years gives an impression that they’re not open. Ensure your potential clients know you’re open for business and know how they can do business with you.