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I recently had a conversation with one of our readers who had been approached to join the Better Business Bureau for a substantial yearly fee. The BBB has become a valued brand attribute for consumers who want reassurance that a business can be trusted to deliver what they have bought. However, for very small businesses, it can be an expensive proposition since it does not add directly to their marketing program. It’s also something a start-up can’t use because the BBB requires at least 6 months of operations before they will consider a business for membership.

How do you convince customers that you’re going to treat them right without a track record or outside validation? The most important thing you can do for your customers is to promise that you will treat them with respect and consideration. As a small business owner, you actually have a "secret weapon" that will help you succeed. That secret weapon is accountability. If you let people know that you (a real person) stand behind your business and you’ll do what it takes to make them happy, you start to establish a personal relationship with them. That translates to high customer loyalty, as long as you’re truly committed to deliver on your promise of their satisfaction. Just be aware that if you don’t deliver, their disappointment can translate into some very bad word-of-mouth. You won’t lose just that customer, they’ll share their pain with everyone that they talk to or email!

There are a lot of ways that websites have of telling their customers that they can be trusted. One part is a good privacy policy. Another way is a secure certificate so that they know their money is safe from possible interception. Then there’s the code of conduct that you can post to tell them how they’re going to be treated.

The simplest way, though, is to tell them how to contact you. Not your customer service people, not some guy in shipping, not a call response center. YOU, via direct email or telephone call or FAX. Most people won’t call unless they’re fairly upset and it won’t take too much to make them happy. Find out what the problem is and tell them what is going to happen to solve their problem. Then do it. Keep them informed!

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Dear Mr. Finicky Customer,

I’m glad that I had the opportunity to hear about your problem with a crushed Widget that your received last week. We don't have problems often, but when there is one, we want to fix it quickly! Fred Fastpack, in our shipping department, has already sent you a replacement Widget, which should arrive in 3 - 5 business days. We look forward to continuing to serve all of your Widget needs.

Best Regards,

Ms. Highly Accountable, CEO – Wondrous Widget Works

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Any customers who actually call you should be logged, including how the problem was solved and when they received their solution. It’s a good idea to include a gift certificate that they can use on their next order because it feels more like real money than a discount coupon does and you want them to try your product again with a good outcome. Then send them a message a week after they’ve received the replacement telling them that you value their business.

In most cases, they’ll be so impressed by how well you handled their bad experience that they will tell everyone that they know over the next few days. You’re very likely to get a testimonial letter from them as well. That translates to very good public relations and an extremely loyal customer in the future.

I’m certain that you’re now thinking, "That’s all well and good, but Widgets are expensive! How can I afford to do this? And won’t customers take advantage of my business if I have this policy?" You do have a valid point there. If you’re a jeweler and a customer claims that a two-carat diamond ring was smashed in shipping, you’ve got a right to find out what happened. However, while you’re determining what happened, you will want to have clear communications with the customer and to demonstrate that you are concerned for their satisfaction and intend to get it resolved quickly. However, if you’re selling a $12 book, it’s a better use of your time to just send them a replacement. Only if your policy is being abused by particular customers repeatedly (doesn’t often occur) should you delay in getting it resolved to investigate the circumstances.

There you have it. A great key to getting customers to trust you is to trust them enough that they can ask you to fix their problems.