Customer service is key. It makes buyers feel appreciated and creates a feeling of reassurance in their purchase.

Many business owners make the mistake of believing that customer service primarily kicks in after you’ve made a purchase. Companies and customers alike are both guilty of having this ideology. As if you have to give something up first before the niceties begin to roll in. In fact, building trust through customer service should begin as soon as the consumer is introduced to the company… in the form of an educational lesson or resourceful information, that is.

How Your Buyers See Your Approach

Consumers are bombarded with messages day in and day out. Companies compete to convince potential customers why they need to purchase their product versus their competitor’s. When partaking in such marketing methods, what many brands fail to realize is that in order to obtain and retain their customers, they should be taking the time to educate them. They also need to focus on building trust. Bashing consumers over the head with information is old fashioned and ineffective.

Many traditional marketers will still argue that you need to touch a prospect up to seven times before they ever consider buying from you. This has forced many business owners into an onslaught of aggressive advertising which in most cases does more harm than good!

When a potential customer is introduced to a product or a brand for the first time, they are filled with doubts, confusion, and possibly even, feel intimidated. Why you ask? Well… aren’t we all a bit skeptic about the unknown? This uncomfortable consumer issue presents a great opportunity for brands to educate them on their product and the company, overall.

How Business Should Market to Customers

Show your customers the advantages of buying with your company. Give them statistics and proven data on the brand that they can relate to. If you are selling a solution to a problem then make sure they know you understand the issue they have and have a way to solve it. Some examples of authoritative and useful points to mention to your customers would be things such as:

  • You’ve been voted #1 amongst mothers?
  • Your product performs so efficiently that it creates more time for consumers?
  • Your product saves them $XYZ per year.

Let them know. Consumer knowledge leads to consumer confidence.

After you tell customers about the brand, educate them on your product. Take the time to demonstrate to consumers how your product will personally benefit their lifestyle. When you can show a customer how your product not only fits, but adds value, you make them feel like they are a part of the brand, not just a consumer.

Most importantly, be honest and transparent. Honesty goes a long way with consumers. Customers would rather hear about shortcomings from a company that shows them how their product fits their life versus a company who tries to shape their product to fit their life even if it was not intended to do so. Being honest about your downfalls helps customer to trust in the brand that much more. Taking this approach also enables a business owner to better understand their target market.

When you decide to be a teacher to your customers, you are making an investment in them. If you educate them properly, you can create “brand advocates.” Think about it, what do people do when they love a product? They tell everyone about it. According to Hubspot, “educating prospects about the products and services you offer” can produce “more leads and sales for your business.” Who knows how many referrals you created in that one customer? Congratulations! You not only “trained” a new brand advocate, but also created free publicity for your company.

Build On-Going Rapport

Don’t let your customer’s education stop at their last purchase! Be open to customers coming back to you to ask questions. Encourage them to do so! Leave the door open for them to return to your brand. This will only benefit your brand in the long-run as you are creating a relationship with your customers that other brands wish they could obtain.

With all the information you supply to your customers they will gain confidence in your brand. If your product has proven to be of value in their lives, they are bound to become a repeat customer. In fact, customers who believe in your brand are more likely to try new products you may come out with. Educating your customers has created a sense of comfort-ability for them to return to your brand and gain more knowledge. You have created a voice in their lives that they feel they can trust. Once again, you have proven to be a dependable resource.

The cycle of educating your customers is forever in motion. Depending on how well you invest in the brand education of your customers, you will reap the benefits of being a great instructor. Do not have shortsightedness when teaching clients; don’t just sell the product, sell the brand. Business Insider advises, “When you’re educating people, you’re helping them understand the benefit of a solution. Consumers can find information anywhere these days, but when it comes from you, the benefit is twofold: you establish a more knowledgeable customer base while you develop loyalty.”

What Customer Service tactics do you use to strengthen the bond with your customers? Leave us a comment below!


Gerald D. Vinci

Gerald D. Vinci

Gerald D. Vinci is the CEO of Vinci Digital with over 20 years of experience in marketing and advertising. He partners with mid-size, established businesses as a growth and scalability consultant and strategic branding advisor as well as offering a full-suite of agency services. Gerald calls Carmel, CA home with his wife Safira and two children. He has co-authored two books, and is working on his own upcoming book titled, “Small Business Pricing Mastery – Creating effective pricing and defining value for today’s products and services.”