I remember a few years ago when my wife Sarah and I were trying to find a builder to construct our dream home. It was a lengthy process to find the right individual. We wanted someone who not only understood our goals but was reputable and had a history of producing a great finished product.
Before we made our final selection, we conducted interviews with a number of potential builders. Looking back on why we chose who we did, I realize it had a lot to do with the fact that the builder seemed to be in very high demand. He was constantly meeting with potential clients. I remember thinking, “Wow, we’d better get on board with him before he’s completely booked up!”
This is a perfect example of what it means to build trust and credibility with prospects and clients utilizing the principles of ACE:
- Authority. Having authority means that you have a powerful and influential voice in your industry. When you have authority, people care about what you have to say.
- Celebrity. How well are you known in your market? Are you visible on TV or billboards, heard on the radio, featured in local or national publications? Your celebrity status may not directly relate to your level of expertise, but it’s still an important element in building trust with prospects. I like to use the example of Suze Orman. If she were to open a financial firm in your town, how many of your clients would she steal? Probably a lot. But not necessarily because she’s more qualified than you but because she has celebrity status.
- Exclusivity. Exclusivity is the idea that you don’t work with just anyone. You’re in high demand. Think of a high-profile plastic surgeon in Beverly Hills. Does the average Jane Doe get in to see him? Probably not. The element of exclusivity gives your business an added layer of desirability. People want what they can’t have.
Just as with the example of our builder, you want to build a degree of trust and credibility in order to attract and keep clients. The ACE principles are a great place to start.
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