I’d like to talk about the currency of trust. Seth Godin – the marketing guru – tells us that there are three types of currencies that we should be focused on.
In this video blog, I discuss the three types of currency, the importance of trust and how our client workbook can build trust with your clients.
For a full transcript of the video blog …
Hi – I’m Joe Rourke.
The Three Currencies
I’d like to talk about the currency of trust. Seth Godin – the marketing guru – tells us that there are three types of currencies that we should be focused on. The first currency is money. Money is important – it’s how we make our payrolls – it’s often how we judge success. But if it’s our only focus – with customers focused only on price –your service will be a commodity – then it’s a price race to the bottom. You don’t want to win that race.
In our interconnected and highly social economy – the currency of trust is more important. Clients talk, provide ratings and know their options. They can easily research businesses on the web. Your client’s perception of your service is as important as the service you provide. When you have a customer’s trust – they willingly pay you for your service. They don’t try to negotiate – they won’t go somewhere else for a better deal.
And they will recommend you to others. And those new customers who come from a recommendation – come to you with a higher level of trust. They want to work with you.
How do you build trust?
Let me give you an example of a local service that I use. Most of us have cars that need maintenance and repairs. A friend recommended a great mechanic – John. Why do I trust him – beyond the recommendation? It’s not the repair work he does – but the service that goes with it.
With other mechanics – each time that I’d bring my car into the shop – it was as if I’d never been there before. They didn’t know me. John is up to date on the history of my car’s service – previous recommendation based on age and the previous checkup. He even knows to take extra preventative care with my wife’s car.
When I’d pick up my car at other shops – it was more about getting my credit card rather than going over the service details. With John – I get a very detailed report of the repairs which he goes over with me. Beyond the service that I asked for – John makes sure that I know of the other areas which he looked into to catch problems early.
Finally – John is always finding areas to improve. He makes recommendations based on my needs – sometimes replacing a part – sometimes letting me know when to get a new car. He even makes recommendation on how I can take better care of my car myself.
What about your clients? You service their IT infrastructure. How do you build trust?
I think that same way as Jack – by leveraging all the data in your system to communicate a better client story. The story of service that says you know them, highlights all the work you do and elevates recommendations based on data.
The Client Workbook helps with all three.
The client workbook will create a client-specific 12 page portfolio of 42 graphs. You easily build their trust that you know them as you walk through the graphs of their service history. You highlight the work of monitoring and patch management that they might not be aware of. You review your service performance down to tech and end client results. You make recommendations based on who submits tickets and how.
The Client Workbook will drive trust and client engagement.
In his blog post – Paul Tomlinson talks about the initial reactions to the client workbooks. His account managers were very excited. Interestingly – he also plans to use the workbooks as a way to differentiate from the competition by including an example client report with proposals. Pretty cool Paul!
You really need to see your data in the client workbook. And it’s super easy. Just contact your account manager and they will set up for you. No risk – no obligation – no big time commitment. See it for yourself.
Is trust important? How do you build it?