…But evidently trust has an expiration date.
What do your customers see that you’re not seeing? This sign was spotted recently on counter of a local business. It sends four unintended messages to your customer:
- You are probably not a current member of BBB since the date on this sign is 3 years old.
- You are a current member, but you are too lazy to update the certification on your desk.
- The fact that it is 3 years out of date plants the seeds of distrust.
- Contrary to the message on the sign, you’ll never be successful starting with trust – it goes against the laws of nature because people don’t inherently trust first. You build trust by first providing value.
LESSON: Take a moment and with a critical eye walk into your front door and see what your customers see when they walk in your front door. Everything they see, hear, observe, feel and experience needs to convey that your business is the exact place they need to be.