Stability, confidence and trust-building boosts sales

This piece was contributed by Patrick Kennedy of Superior Woodcraft, Inc. If you’d like to contribute to the CustomMade blog, let us know!

Over the past few years I have been thinking a lot about stability, confidence and trust.  These three key ingredients have been missing from the American psyche during the past three years.  This fact has hampered our economic growth despite all of the government’s stimulus actions.  At times even my own thoughts have been occupied with the lack of confidence, trust and stability that permeates America.  This negativity only creates undesirable outcomes, but we have a choice in the matter.

Our thoughts influence our actions.  If we strive to change our thoughts then our actions will also change.   Our actions are what influence other people.  Now let’s think about what impact this concept has for our woodworking businesses.  First, let’s realize that positive thoughts will help create positive actions and our actions will positively influence people.

Confidence - Consumers want to purchase products from a woodworker who is a confident craftsman and will create exactly what the client wants and delivers the product on time.  Through our thoughts and actions we can demonstrate confidence to our clients.  Say what you will do and then do what you say.  A confident consumer is willing to make purchases.  Do all you can to demonstrate confidence – it is a matter consciousness and execution.

TRUST. Even custom shoppers who are going the extra mile to order an item exactly the way they want it will have reservations - perhaps all the more because they want it to come out "just right". If you take the time and effort to earn the client's trust, you will very likely close the sale.

Trust - In the post  Opportunity Despite Recession: It’s All About Consumer Trust,  we learned that consumer trust is critical.  Consumers will conduct business with people they trust.  In a recession trust is even more critical.  People are spending their hard earned dollars and they need to trust that you will deliver.  Don’t talk about trust lightly.  Trust is something that is earned over time through actions.

Stability – Consumers want a stable craftsman behind their purchase.  They want to know that you will be there when they need you.  You can demonstrate stability through informing clients about the length of time you been in business, your community involvement, testimonials, professional references and by creating production deadlines.  Again, it is important to convey this information to clients.

Confidence, trust and stability are critical elements to our businesses. It all starts with our own thoughts.  We act on our thoughts and become what we think.  When we are confident in our own thoughts we will positively influence others.   When this occurs the potential consumer becomes a paying client, which is great for business.  Tune out the negative news and improve your businesses with positive thoughts and actions.  Give it a try; be positive and confident with your vendors, friends, family and clients.  You’ll be amazed to see how their thoughts and actions improve.   Then watch your small positive ripple turn into a wave of positive news.  It all starts with one person; become that woodworker who shapes America.