Tobi Lüke, the founder of Shopify, has a beautiful expression he uses in talking about relationships.
The trust battery
It is charged at 50% when people are first hired and over time, the trust battery is charged or discharged as you either deliver or fail to live up to your promises.
Trust batteries are an excellent metaphor for all types of relationships, personal or professional. The idea is also compelling for marketers to consider. I’m a sucker for a wonderful metaphor that can simply explain how marketing works.
Charge
Each engagement with a potential customer either charges or discharges the brand battery trust factor too. If you are always selling and pushy, you are draining that battery. If you are helpful, you are charging the battery with value, empathy, and understanding.
Selling Requires Trust
Whether you are selling an inspiring message around a cause or nutritional drinks, customers will stay connected with brands if the charge they receive is helpful and supporting their goals. If you are focused on achieving your needs, the charge weakens. It is only when the brand and the customer’s needs align, that trust gets charged.
How plugged into your customer’s needs are you and are you adding or taking away trust energy?
Trust is earned. How can I help bring energy to your opportunities? You can schedule a time to talk with me about your marketing challenge by using my calendar. No obligation. Jeffslater@themarketingsage.com or 919 720 0995.
Photo by rawpixel.com on Unsplash
