As all business entrepreneurs will know, there’s no way they could have gotten to where they are today without the faith others instilled in them at the very start. Undeniably, the best way to build trust and to have others believe in you is to remain transparent about your capabilities and the way that you carry out your services.

In most companies, there’s a clear person or group of people who are the heart of the business. This is largely due to their ability to make others believe in the business and drive for the best results. Ultimately, it all boils down to the fact that these individuals genuinely care about their clients and customers.

Naturally, as a business grows, new values are introduced and take centre stage as to what a company should strive for. Quickly leaving behind a convincing trait that worked in persuading customers to sign up or make that initial purchase in the first place. Inevitably, becoming out of touch with their personality and how to appeal to new leads.

For instance, as a business grows, common Unique Selling Points (USPs) used to acquire new business include:

  • Exceptional results and stats.
  • Complementary testimonials from previous clients.
  • Bespoke packages and services.
  • Awards and accreditations.
  • Competitive prices.

Whilst these are all well and good, if your personality when encountering potential business doesn’t leave a lasting impression, it’ll be difficult to stand out amongst the competition.

Don’t get me wrong, whether it’s B2B or B2C, the customer’s main concern will be how much profit they make or how much they feel they’re getting for their money. However, we’re all guilty for being stingy about spending our hard-earned money, and it’s completely within reason to make sure the right financial decision is being made. Therefore, customers will look for reliability and trust in a business before choosing to spend their money with them.

This means that if you’re a local marketing agency looking to sell your services, you must be honest about how long progress will take and any struggles along the way. Equally, if you’re a taxi company, ensure your customers feel safe and comfortable during their entire journey with your drivers. Or, as a shop assistant, you’ll need to be intuitive and find out what a customer really wants so that one may sell the correct product to them.

Not only does charisma make your company attractive to customers, but it helps to build the whole foundation of your business. From this, you can establish core values, appeal to employees who are looking for new work, and retain long-term customers who have bought into the company personality.

With this in mind, friendly faces should be a requirement for your business throughout its lifespan. In addition to helping encourage both your customers and colleagues, an established relationship will make it easier to approach customers should something go wrong and the confidence needed to explain the circumstance should come naturally.

As the Latin writer, Publilius Syrus said “You can accomplish by kindness what you cannot by force.