DO YOU KNOW, TRUST OR EVEN LIKE THIS PERSON?

“Experts” say that the majority of customers do business with someone they either know, like or trust; but I have mixed feelings about that theory. When I started TOVO in 2018, I set out with the hope that customers would get to know me and bond with me and my offerings. I hoped that they would love what I offer as well as trust that I am authentic, knowledgeable and reliable in delivering such services. For me all three are intertwined. If you don’t know me, how are you going to like me? Or if you don’t like me, are you going to genuinely trust me? From a Jamaican perspective, a great number of persons go with a “spirit tek” vibe. If they’re not feeling you, wellllll you won’t be getting them as customers. Others will avoid you like the plague if you had a run-in with, not them, but with their friend, even if that run-in happened eons ago. I don’t know about you but for me business is business, the primary aim is not to make friends but to fill a need and solve customers problems. Don't get me wrong, friends will be made in the process, but I do not believe any business owner, when constructing a business or marketing plan states as their objective: “ to make friends, not money”...I’m just saying.... Let us not forget that there are those who try to use their friendship status or declared “like” for you just to get a discount or freebies from your business. I’m going to say openly, if this is why you like me, then I can do without it! Businesses, and new ones in particular, just cannot afford to throw around discounts and freebies just for the sake of being liked. If, by some stroke of insanity, this act fits into my marketing strategy, then friends, by all means, stand in line.

That out of the way, I will address the issue of trust. Without hesitation I will say that I firmly believe this is the most important factor when doing business; and supersedes any familiarity or affinity felt toward you as a business person.

Harvard Business School Professor and Social Psychologist, Amy Cuddy agrees with me too. In her study of first impressions and in her book, "Presence" she realizes that when people first meet you, they quickly answer two questions about you:

- "Can I trust this person?"

- "Can I respect this person?" (Competence to do the job)

Admittedly, the results of this study were a little surprising to me. Meeting a potential client, the first thing we usually do is try to impress him or her with our knowledge of our jobs, trying to convince them that we are the perfect candidate. But here, Cuddy is saying that while competence is important, it is evaluated only after trust is established.

I believe that my clients' ability or willingness to trust me as a business person, has a great deal to do with their trust of themselves.

By no means am I encouraging anyone to go headfirst into a deal or investment without first analyzing its authenticity and value. However, if I were to ask you how much you trust your own decisions, especially when it comes to making an investment in yourself, what would your answer be? When it comes to making such an investment, how much do you believe you deserve it? Do you think you will be disappointed in yourself later on, after going through with your decision? Your answers will unequivocally depend on how much you trust yourself!

This trust must first be in place before you can trust me, or any other product or service provider to take care of your needs.

So, love me? hate me? All I want is for you to do business with me. Trust me!