Trust is the bedrock of any relationship, and it’s essential to excellent customer service.

Distributors sometimes forget that we’re asking our customer to trust us in a big way. The order isn’t just 500 T-shirts or water bottles or power banks – it’s an investment of money and a make-or-break moment for their reputation. If the customer’s event is on Tuesday and the items you produced for them show up on Wednesday, they probably won’t be there to receive them – maybe because they lost their job.

If we ask someone to take that kind of chance on us, we need to start building trust – through consistency, timing and accuracy – from the beginning of the relationship. Being consistent and responsive helps customers feel confident enough to make a purchase. People buy based on how they feel, and then justify it with numbers.

The initial level of trust is a customer placing their first order. When you continue to build trust after that commitment, they may order again. An even higher level of trust is loyalty, which means more reorders, positive reviews and referrals.

Timely quotes, order confirmations and status updates are all chances to earn trust … or lose it. Everyone on the team helps build trust through little wins, because everything is customer service – and trust is the foundation of service.

Here’s what your customer might say about your company (conscientious and friendly) – and your competitor Joe (cantankerous and indifferent).

Being Responsive

“I love when you pick up the phone. It makes me feel special, cared for and comfortable. I know I matter. You earn my trust every time you answer. Also, it’s convenient. If you’re just as easy to reach as a website, I’m comforted that I can just call (or text) whenever I need help.

“Meanwhile, I never know if Joe’s going to pick up. When I hear his voicemail message, it’s such a letdown. I can tell I’m not a priority for Joe because he’s not responsive. I wish he’d just answer the phone, every time – like you!”

Feeling Welcomed

“You always sound happy to talk to me. You ask questions, you listen, you make me feel like I’m the person you most want to be talking to right now. I feel a sense of belonging when we talk, like I matter to you as a person.

“Joe makes me feel like I’m annoying him. He knows so much about the products and what can be done, but I can tell from his tone that he wants me out of his hair, and fast. I cringe a bit before I call him.”

Following Up

“I never have to call you with status updates; you’re always one step ahead. You told me you’d have a quote by end of day, and I have one by noon! You answer my emails in minutes, not days. When the order is in progress, right before it occurs to me to check in on things, you confirm everything’s on schedule.

“Not Joe. He makes big promises and then … well, sometimes he delivers, sometimes he doesn’t. He’ll respond to one email in an hour and the next will sit for four days. He never gives me status updates, and a few times he’s told me my project would be late – but he waited until the day it was due to mention it!”

“We need to start building trust – through consistency, timing and accuracy – from the beginning of the relationship.”

Think about what these sentiments say.

“This is why I can trust you.”

“I can’t count on Joe, because Joe doesn’t care about me.”

Trust takes time to build. It’s the little things that add up slowly over time. It starts with the first impression, and after every subsequent interaction your customer is either going to trust you a little more or a little less. There’s no middle ground here. You’re always either winning or losing – so use reminders, calendars and systems to make sure you’re always winning.

Sometimes another distributor will offer the same goods and services for less, but your customer needs “reliable” more than they need “cheap.” Show them you deserve their trust by being a reliable member of their team who understands the stakes and is as invested in their success as they are.