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Software Marketing Survival Guide: Tip #10 – Best Practices for Building and Maintaining Trust

posted by Margaret Spencer on June 1, 2012

leads database, IT leadsThe lack of trust from customers and prospects is one of the causes of failure not only in marketing but also in business as a whole. That’s why this blog post focuses on five best marketing practices to develop and maintain trust not merely to convert your IT leads into paying customers but to build customer loyalty as well.

1. Represent your brand. A brand is the totality of the experiences and expectations your customers or prospects have with your product or service. Thus, to a large part, your brand depends on perception. As such, you want your clients and prospects to positively perceive your product, your employees, your processes, your company, and you.

2. Communicate responsively. At every level in dealing with your customer or prospect, you have to respond to or initiate a meaningful, informative conversation. Whether growing your IT leads database or nurturing your software customers, you have to communicate with them in such a way that they always get something in return.

3. Be accountable. Buyers tend to trust sellers who stand by their products long after closing the deal. When talking to potential IT leads, explain how your return policy or money-back guarantees work. After making a sale, be sure check up on your software resellers, distributors, or users once in a while to see how they’re finding your product.

4. Maintain reasonable transparency. Make sure that the processes directly affecting customers are made clear to them. Information pertaining to order handling, delivery/shipping policies, payment/pricing schemes, contact/support, and license/copy registration should be made available to your customers or prospects. Of course, other things like trade secrets and R&D specifics are not covered by “reasonable transparency”.

5. Ask for testimonials. Don’t hesitate to ask for reviews and testimonials from influential clients, especially from those who have really benefited from your products the most. But, as always, don’t forget to offer something in exchange for their feedback. Try compiling customer testimonials on a video as well.

And so, this ends our 10-part blog series on marketing survival tips for software companies. We’ve covered a number of essential marketing and sales material that every software developer can apply to help them survive and thrive in a fiercely-competitive industry.

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