Why Trust Is the Real Currency in Sales (Part 2)

In the last post, we looked at something important that business owners play down – that trust is the real currency in sales. Not to forget that we also mentioned how credibility plays a crucial role in building that trust.

Another important thing we mentioned is that credibility won’t build itself; it is built by a variety of activities such as sharing content that sets you as an authority in your niche, specificity in your offers, and many others. If you believe you’re competent but don’t still feel you’re not making enough sales as you ought to, then it means there is a missing link.

That’s why in this second part; we’re diving into the other two elements of truth that move people from “I’m thinking about it” to “I’m ready to buy.”

1. Reliability: Can people count on you?

Let’s paint this: If credibility gets people attracted to your business, then reliability is what keeps them coming back AGAIN and AGAIN.

It’s one thing to say something. It’s another to actually follow through. There are some sorry cases such as “What I ordered vs. What I got,” “The quality was not the same as shown on the online store,” and so on. It’s not a flex that people are always sceptical whenever they want to buy from you.

You may have heard this but a reminder won’t hurt -you can’t build reliability with the finest ads or marketing gimmicks. Reliability is built over time, not just through marketing, but through the experience customers have with you. Can your yes be yes? Can your 24-hour delivery be banked on?

Ways to build reliability:

1. Deliver on Time.

This alone will set you apart from others. Let’s say it will take you 7 working days to deliver to your customers, do not lie about it being ready in 5 working days.

Or you already say Thursday, make it Thursday. If it’s not going to be possible, reach out before your customers reach out to you.

2. Respond When You Say You Will.

If you can’t respond when promised, say so clearly. Why is it taking you 24 hours to respond to your customers except in a case of emergency? Responding later than expected communicates something to your customers – you don’t value them and that is why it’s easy to keep them waiting for the longest time.

Think about it this way. If your customers were to walk into your physical store right now, would you keep them waiting for even one hour?

3. Be Consistent in Your Tone and Communication.

Don’t sound like a professional today and tomorrow, you’re sounding like a confused TikTok comedian by Wednesday. Let your brand feel stable, and make it show in your content. Of course, there are days you may want to deviate from your tone, but ensure to use it sparely.

4. Fix Issues Quickly and Without Drama.

It won’t always feel like a bed of roses. Things will go wrong – a nagging customer, payment downtime “palava,’ and all. But how you handle it shows your maturity.

For instance, if a customer says the product they got had a defect. Instead of just ghosting or trying to be defensive, first say “Oh, we’re so sorry about this,” and then you proceed to the necessary solutions.

5. Don’t Disappear After Payment. 

Some Instagram vendors are sitting pretty well on this table. But you’re here and you know better because you’re reading this. If you go mute after a customer pays, even for just 5 minutes, just know they’re already regretting their actions.

If you’re an Instagram seller and someone pays for a skincare product, then you go mute for 24 hours. No confirmation of payment. No update on pickup time, you’re on your well to the other side. Nigerians will do their thing for you.

2. Intimacy: Do people feel emotionally safe with you?

This is another reason you need to understand why trust is the real currency in sales. It is the most underrated part of trust. Intimacy is what makes you feel relatable. It’s about how safe your audience feels to engage, ask questions, and even admit their struggles.

In Nigeria especially, where many people have been scammed or disappointed by businesses, emotional trust is critical. They want to know they’re not dealing with a robot. They want to be seen, understood, and respected.

Ways to build intimacy:

1. Be Honest About What Your Product Can and Can’t Do.

Your business can’t solve all problems and even within your business, your offer can’t solve all the pain points. So, this means that every offer has a limit. Being honest is when as a skincare brand, you boldly state that “this product won’t clear your acne overnight. Give it at least 2 weeks.”

2. Use Simple, Human Language.

Forget all your business jargon. Your customers care less about them. And if you must use them, make them relatable for the sake of your audience. They have enough worries other than trying to decode jargon.

3. Share Behind-the-Scenes Content to Humanise Your Brand.

If your business permits, then let your audience see the real you – the process, the bloopers, the tiny desk where the magic happens. It makes your brand feel alive. You can talk about how you dealt with a tough week. Show your team packing orders.

Conclusion

In today’s marketplace, where everyone is selling something and buyers are more sceptical than ever, trust is the real currency in sales. We’ve already discussed how credibility can earn attention but without reliability and intimacy, you won’t keep it.

Reliability helps your customers feel safe with their decisions. Intimacy makes them feel seen and understood. When you show up consistently, keep your word, speak their language, and connect like a human, that’s when people stop second-guessing and start saying, “This is my person.”

Related Article: Why Trust Is the Real Currency in Sales (Part 1)