Scientists have discovered the “trust molecule” oxytocin. One whiff of this hormone and even people you were specifically told aren’t trustworthy will suddenly seem like Boy Scouts. But until the day we can purchase this spray over the counter, we are left inducing trust the old fashioned way: we have to earn it.
This is no small challenge, especially for developers with no track record. I believe trust is the most important thing you can cultivate, either as a business owner or as an individual. Who cares if you have the best resort community if nobody trusts you? As Facebook founder Mark Zuckerberg said in the October 2009 issue of Fast Company:
“The message you get, in a lot of ways, is actually less important than whom you get it from. If you get it from someone you trust, you’ll listen to it. Whereas if you get it from someone you don’t trust, you might actually believe the opposite of what is said.”
So how do you encourage trust?
- Commit to a promise. Define what you do, and don’t do. Branding helps, because it defines what customers can expect from you. An unclear brand sends mixed messages, and is inherently harder to trust.
- Put y our money where your mouth is. If you say that you are part of a community, follow through with that. The Stock Farm Club supporting The Greater Ravalli Foundation is a great example.
- Keep up appearances. Humans make snap judgments, so your first impression had better be the best it can be. Pay attention to everything, from your dress and demeanor, as well as your sales office location and decor. Everything about you and your operation should look professional.
Filed under: Agency ideas
