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Building Trust in a Noisy World

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Business
Building Trust in a Noisy World

This post by Nick Glimsdahl is the companion to an interview with Michelle Harrison, CEO of Kanter Public, the WPP Group public policy consulting and research business, on Voice America where she talks about the first of its kind report that Kantar Public released at Davos focusing on the challenges governments face across the planet and how the current loss of trust impacts their ability to navigate current challenges.

Everyone — including me — is vying for your attention. We live in a noisy world, bombarded by advertisements, news, campaigns, emails, messages, and social media notifications.

So, how can a business build trust and credibility in today’s noisy world?

This deceptively simple, relevant question is up against a distrusting world. In America specifically, the state of trust is dire. The Edelman Trust Barometer’s Executive Summary reports, “It is no exaggeration to state the U.S. has reached a point of crisis that should provoke every leader, in government, business, or civil sector, into urgent action. Inertia is not an option, and neither is silence…no work is more important than re-establishing trust” (p. 7).

Rather than feeling overwhelmed, business leaders should take a strategic approach to build trust and create positive brand awareness to help ensure messages are received. While increasing revenue is vital to a successful business, focusing on revenue without prioritizing content, awareness, and trust is futile. Hence, a company’s first priority should be to make sure customers view its content, marketing, and brand as credible, trustworthy, and customer-centric.

Eight Trust-building actions to weave into a business strategy:

1. Base the customer experience on what is simplest for the customer, not what is simplest for the company

2. Weave technology into the fabric of the business strategy, demonstrating that the business is ‘with the times,’ aware of customer expectations, and able to quickly resolve issues with modern solutions

3. Create effortless, memorable interactions with your customers so they willingly return

4. Seek ways to provide value to others first

5. Ask for and respond to reviews and highlight them on your site

6. Create an online reputation and have a consistent brand

7. Make sure online interactions are secure

8. Have timely coverage of business news

Building a trustworthy brand results in many benefits. In fact, according to Forbes, trust is the most powerful currency in business. Beyond being a currency of its own, trust leads to referrals, stronger collaboration, a stronger business, and the ability to work through challenges internally or with a client.

Building trust requires time — a currency of itself; however, as the most powerful currency, trust requires the utmost attention for a company to reach its highest potential.

As a reader of this blog and listener to the interviews, please consider enrolling in one of the innovative leadership online leader development program. For additional tools, we recommend taking leadership assessments, using the Innovative Leadership Fieldbook and Innovative Leaders Guide to Transforming Organizations, and adding coaching through our online innovative leadership program. We also offer several workshops to help you build these skills.

About the Author

Nick Glimsdahl is the Client Enablement Director for VDS. VDS creates effortless interactions. It helps improve the way enterprising businesses deliver customer experiences. With a 30-year history of delivering results, its success in creating effortless interactions is unmatched. As a client enablement lead, Nick brings his clients the right communications solution: contact centers through (Genesys / Five9), business collaboration (Microsoft Skype) for Business, or enterprise telephony solutions so you can deliver the best customer experience.

Author, Technology Executive & Speaker, David Giannetto By Tony DUrso

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Influencers
Author, Technology Executive & Speaker, David Giannetto By Tony DUrso

Join Tony DUrso, Host of The Spotlight as he interviews Author, Technology Executive & Speaker, David Giannetto

David Giannetto is the author of three books, including his latest Big Social Mobile. He is named as a thought-leader by the American Management Association, Business Finance Magazine and Consumer Goods Technology Magazine.

A frequent speaker, former MBA professor and USBusiness Review columnist, he writes for the Huffington Post and Strictly Marketing Magazine.

He is a former US Army Officer and currently the COO of Astea International.

Joining Tony as Special VIP Co-Host is Former Broadcast Journalist & Current Personal Development Trainer, Michael Benner.

Join us on The Spotlight with Tony DUrso on the Voice America Influencers Platform!

More Here!

New York Times Bestselling Author, Steve Berry By Tony DUrso

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Empowerment
New York Times Bestselling Author, Steve Berry By Tony DUrso

Join Tony DUrso, Host of The Spotlight as he interviews New York Times Bestselling Author, Steve Berry.

Steve is the New York Times and #1 internationally bestselling author of 12 Cotton Malone adventures and four stand-alone thrillers. His books are translated into 40 languages with more than 21,000,000 copies in 51 countries. They consistently appear in the top echelon of The New York Times, USA Today, and Indie bestseller lists.

Joining Tony as Special VIP Guest Co-Host is the Ambassador of Happiness ®, Maura Sweeney.

Join us on The Spotlight with Tony DUrso on the Voice America Influencers Platform!

More Here!

International Empowerment Speaker, Cynthia Mazzaferro By Tony DUrso

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Empowerment
International Empowerment Speaker, Cynthia Mazzaferro By Tony DUrso

Join Tony DUrso, Host of The Spotlight as he interviews
International Empowerment Speaker, Cynthia Mazzaferro.

Cynthia Mazzaferro is a Motivational Empowerment Speaker, international award winner and #1 Best-Selling Author, Energy and Medical, Intuitive, Reiki Master, and Powerful Beyond Measure Life Coach.

Cindy is a recognized expert on bridging the connection between spirit and our limitless human potential. She is a master energy practitioner and a leading authority on releasing the emotional and energetic debris that holds us back and addresses negative subconscious imprinting and protective mechanism that continue to negatively impact our happiness, health, and success both personally and professionally.

Joining Tony as Special VIP Co-Host is the Ambassador of Happiness ®, Maura Sweeney.

Join us on The Spotlight with Tony DUrso on the Voice America Influencers Platform!

More Here!

AI Driverless Cars, With Mike Nelson By Tony DUrso

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Empowerment
AI Driverless Cars, With Mike Nelson By Tony DUrso

Join Tony DUrso, Host of The Spotlight as he interviews Mike Nelson on Artificial Intelligence & Driverless Cars on 28 July at 1pm Pacific.

As the insurance and automotive industries begin to embrace automated technology, Mike Nelson became involved in artificial intelligence and its impact on risk transfer and emerging legal concepts related to automotive products, insurance practices, auto repair processes, data accumulation, storage and transfer and the impact of the internet’s interaction with the future of transportation. Mike’s approach to law has always focused on a practical application of law to complex issues. Towards that end Mike recently purchased a 2016 Tesla Model S and drove it from California to New York City to gain a better understanding of the evolving automated driving technology.

Joining Tony as Special VIP Co-Host is Former Broadcast Journalist & Current Personal Development Trainer, Michael Benner.

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Shark Tank Legend, Kevin Harrington By Tony Durso

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Empowerment
Shark Tank Legend, Kevin Harrington By Tony Durso

Join Tony DUrso, Host of The Spotlight as he interviews
Shark Tank Legend, Kevin Harrington.

If you’re a fan of TV’s Shark Tank or ever bought a Ginsu Knife or anything through a TV infomercial, then you’re in for quite a treat.

Kevin Harrington is a successful entrepreneur over the last 40 years. He is an Original Shark on the ABC hit, Emmy winning TV show, “Shark Tank.” He is also the Inventor of the Infomercial, As Seen On TV Pioneer, Co-Founder of the Electronic Retailers Association (ERA) Co-Founder of the Entrepreneurs’ Organization (EO) and the list goes on!

Kevin launched over 20 businesses that grew to over $100 million in sales each! He helped generate over $5 billion in sales worldwide with iconic brands and celebrities such as Jack Lalanne, Tony Little, George Foreman, and the new I-Grow hair restoration product on QVC!

Joining Tony as Special VIP Co-Host is the Ambassador of Happiness ®, Maura Sweeney.

Join us on The Spotlight with Tony DUrso on the Voice America Influencers Platform!

More Here!

AI Driverless Cars, With Mike Nelson By Tony DUrso

Posted by Editor on
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Empowerment
AI Driverless Cars, With Mike Nelson By Tony DUrso

Join Tony DUrso, Host of The Spotlight as he interviews
Mike Nelson on Artificial Intelligence & Driverless Cars on 28 July at 1pm Pacific.

As the insurance and automotive industries begin to embrace automated technology, Mike Nelson became involved in artificial intelligence and its impact on risk transfer and emerging legal concepts related to automotive products, insurance practices, auto repair processes, data accumulation, storage and transfer and the impact of the internet’s interaction with the future of transportation. Mike’s approach to law has always focused on a practical application of law to complex issues. Towards that end Mike recently purchased a 2016 Tesla Model S and drove it from California to New York City to gain a better understanding of the evolving automated driving technology.

Joining Tony as Special VIP Co-Host is Legendary Radio Personality, Michael Benner.

Also, presenting this week’s TKO Tip of the Week is Acrobat & Film Star, Brian E Neal.

Join us! LIVE on 28 July 1pm Pacific on The Spotlight with Tony DUrso on the Voice America Influencers Platform!

More Here!

Manhattanites to Farmapreneurs By Beth Bell

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Empowerment
Manhattanites to Farmapreneurs By Beth Bell

Listen in to the upcoming episode on The Beth Bell Radio Show on VoiceAmerica Empowerment as I have farmapreneur and co-founder of the Beekman 1802 Boys Josh Kilmer-Purcell LIVE on air with me. We’ll talk abouting cultivating life, supporting local Artisans and balancing big business!
Many dream of a country home outside of the city. But not many leave their lives as they know it to pursue an unexpected calling. It’s an amazing story of re-inventing oneself, creating a business and saving themselves from the possibility of foreclosure after they both lost heir jobs within one month of each other!
In order to save the farm, they knew they would have to make it profitable and started making soap from goats milk. The media started taking note of their hard work and before they knew it, they become one of the fastest growing lifestyle brands in the country.
If that wasn’t exciting enough, a television network launched a reality show about their effort – The Fabulous Beekman Boys which spread the Beekman message of hard work, living seasonally, and neighborly sharing around the globe. Beekman 1802 has proven that a farm can be much bigger than its fences.

More Here!

Becoming Truly Free By Irina Benedict

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Variety
Becoming Truly Free By Irina Benedict

I am so excited to present you with a special project I have created just for YOU!  It is a FREE 4-part video series with brand new content! Learn the art of being assertive, how to undo past programming, find inner peach and ultimately be empowered in business so you can THRIVE!  Click below to gain access now!

More Here!

BUSINESS DEVELOPMENT ADVICE FOR DIGITAL MARKETERS By Hemda Mizrahi and Joe Kashurba

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Business
BUSINESS DEVELOPMENT ADVICE FOR DIGITAL MARKETERS By  Hemda Mizrahi and Joe Kashurba

Joe Kashurba grew the freelance web design business he started in high school into the digital agency Kashurba Web Design with a virtual team and clients around the world. As the CEO and Founder of Accelerator Consulting he also advises and mentors other freelance web designers and digital agency owners on how to develop and scale their businesses.
Joe joined me on “Turn the Page” to provide guidance on how stagnating or declining companies can recharge their sales growth. In this post, he offers pointers for web design and digital marketing entrepreneurs. Here’s what he says:
“Instead of being a generalist, you need to be specialist who offers specific benefits to ideal clients. Take these FOUR STEPS to get started on figuring out your niche or specialization:

1. Make a list of your top 5 best clients or customers.

2. Write down why these clients or customers chose to work with you instead of a competitor.

3. Write down what these clients or customers REALLY wanted.

4. Write down why these are your favorite clients or customers.”

Joe underscores that it PAYS to specialize: “Many of the people that we’ve worked with have been able to at least double their web design and digital marketing prices. One client landed three big projects ($5K+) within a week of working with us by simply getting clear about his ideal clients and contacting people within his network who were a good fit. We helped this same client hire a part-time project manager so that he could free up his time and scale his business faster.”

He suggests, “once you figure out your niche or specialization, develop specific plans and packages with set pricing geared towards your ideal clients. The step that follows is to create a marketing campaign to target those clients. Don’t change the name of your business or spend six months re-designing your website. Simply craft a marketing campaign and go after your ideal clients.”

He shares the story of a web designer to illustrate this process.

“The web designer identified that:

• All of his best clients were construction companies or engineering firms that bid on large government contracts.

• They chose to work with him because he was willing to meet with them in-person and because they liked the  professional look of the websites in his portfolio.

• What these companies REALLY wanted was to look big when they were bidding on contracts and to recruit high- quality employees.

• He liked these clients because they were very organized and typically trusted him on the creative direction.

He developed new packages and eliminated an existing service:

1. One new website package included a basic listing of job openings, and the other offered a more advanced job board  where people could apply online. Both packages provided a custom design since the professional look was important  to his construction/engineering clients.

2. He added a new service, developing a graphic design package that included a trade show display and print  materials that clients could use at job fairs.

3. He stopped offering search engine optimization. He hated doing SEO, and his clients weren’t looking to attract    new leads online anyway.

Here’s how he marketed his services:

The designer knew that his clients liked to meet in-person, so he decided to target large construction and engineering firms that were within a 2-hour drive from his office. He made a list of all of those companies and developed a direct email campaign to get in touch with them. In the email, he talked about looking big when bidding for contracts and recruiting good employees—he did not talk about web hosting, meta tags and other technical jargon. He would first sell them a website, and then he would offer them the trade show graphic design package as a second step.”

Joe provides this bottom-line advice:

MARKET SOPHISTICATION
“A lot of people worry that the web design industry is dying because of Wix and SquareSpace. However, the market is just getting more sophisticated. The businesses that wouldn’t have had a website at all 5-10 years ago are now ready for a simple affordable do-it-yourself website. The businesses that wanted a simple affordable website 5-10 years ago are now ready to invest money in growing their business online. Therefore, it is NOT the right time to be selling simple affordable websites, but it IS the right time to be building serious websites for businesses that are ready to use the Internet to grow.”

DEAL FLOW
“One of the keys to working only with ideal clients and increasing your prices is deal flow. Deal flow means having a consistent stream of new potential clients contacting you, new proposals being sent out, new proposals being accepted, etc. When you have a lot of deal flow, you have the luxury of cherry picking the clients you want to work with and charging higher prices because it doesn’t matter if a particular potential client doesn’t have the budget for your services. The problem is that most web designers and agency owners have very little deal flow because they focus on everything EXCEPT getting more deal flow. Most web designers and agency owners spend time on all kinds of things that don’t actually matter (re-designing their logo, re-designing their business cards, posting on Pinterest, etc.), but they never actually do any marketing or prospecting. The first step is to realize that you need deal flow. The second step is to make sure that something happens in your business every day to generate more deal flow. That could mean sending out direct mail every day, it could meaning having ads running on Google or Facebook consistently, it could mean applying for jobs on Upwork everyday. Many of the people that we’ve worked with have been able to get a consistent flow of high-quality leads by launching paid advertising campaigns.”

Listen to my conversation with Joe to consider how you would add value with clients who need to recharge their deal flow.

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