She doesn't trust you. She has been burned by many retailers before you. If you want her to trust you, you better be ready to pay for that trust. You better be ready to show her what you are willing to sacrifice to earn her trust.
Are you willing to give up money to earn her trust?
Are you willing to give up power and control to earn her trust?
Are you willing to give up time and energy to earn her trust?
Are you willing to give up opportunities to earn her trust?
Are you willing to put your reputation and prestige on the line to earn her trust?
Are you willing to risk safety and well-being to earn her trust?
These are the six Currencies that buy Credibility as outlined by Tom Wanek in his book of the same name. If you want her to trust you, she needs to know that you are willing to pay one (or more) of these prices.
If you are willing to pay the price, you will not only earn her trust, you'll earn her loyalty. You will not only earn her business, you will earn access to her network. When your customers trust you, you have built a recession-proof, competition-proof business.
Just remember that trust is fragile and easily broken. And actions speak louder than words.
We'll explore all six of these prices to pay in upcoming posts.
PS Tom's book has some great examples. I plan to add a few examples of my own. Some of these, you are already doing (but might not realize it). Some of these are things you would do if asked. Some of these are things you would do if you knew what a difference it would make. Some of these are things you'll say No Way! That's okay. Just remember that the more you're willing to sacrifice for the customer, the more she will trust you.