Building trust initially and then selling a little later

by Ashvini on January 15, 2013 · 5 comments

in Business,Entrepreneurship

I have entered a stage where I have launched my first commercial product online. It is a simple plugin that lets one share their content on internet. Like any other entrepreneur , everything that is related to plugin, design, coding, testing and now marketing has been done by yours truly. The plugin was conceived from the idea provided by Carolyn Nicander Mohr owner of Wonderoftech .

I am sure a lot of you reading this blog are entrepreneurs who sell products either created by yourself or someone else.

Selling becomes difficult because of

a) New product that is unknown to the market

b) Entrepreneur who needs to earn the trust of customers/prospects

c) Paucity of funds to make a large campaign and thus make impressions

Thus entrepreneur often need to devise innovative ways to get the product known. At the starting stage and for some duration beyond that , the focus of entrepreneur needs to on getting his or product known to public. A lot of entrepreneurs focus on making the sales location, for example  their web page or their shop jazzy, often spending a lot of time and money on it. Not to say that is not good to do so but when you resources are limited ,you need to generate more trust than just “wow”.

The better thing then is first concentrate on building your brand by word of mouth. One way this could be done is by making your initial customers your partners by working with them. Then slowly move up by asking them for a reference or a testimonial for your product. It always helps when you provide them the best of your attention and service because at this stage it is crucial to have someone call out your name.

Thus the emphasis should not be on getting as much sales or profit as possible but on creating a very small customer segment which is loyal to you and speaks about you to others. It will take a lot of time but it is far more effective than advertising done by for example an  established brand. The big brands often have huge amount of money to throw on campaigns and to test out what works for them. A small entrepreneur may not have such luxury.

The best way to build a brand awareness slowly is to create good content and share with your friends on Facebook and other social media network. The “Likes” on your page are worth the money ( not in a fixed percentage sort of way) but the fact that a lot of people are listening to what you are saying and probably providing a response. Used effectively Social media can become one of the most potent weapon in your marketing arsenal. The only thing you are using up is your time. It barely costs anything to market on social media.

Conclusion: If you possess a limited budget, concentrate more on getting your product known and lesser on making sales initially. Build trust and then reputation, sales will follow.

About The Author


Lori Gosselin January 17, 2013 at 1:47 am

Hi Ashvini,
Do you think slow but sure is a better way even if one does have a large budget? I believe social media is the way to go (and I’m betting my time on it) but I wonder if the larger companies can compete with money alone without investing in social media as well.

Ashvini Kumar Saxena January 25, 2013 at 9:04 pm

Hi Lori,
One has a little more leverage if they have money to spend. They could for example create better landing pages, pay for google adwords, get professional content created etc. A small guy though has advantage of personal relationship building that will help him or her in the long term. More the money , faster the results but whether they are right depends on the strategy employed. While big companies have a document to write down their tactics, smaller guy keeps everything in hi head. Its only a matter of time when relationships start to pay , as I am discovering now :)

Carolyn January 17, 2013 at 1:37 am

Hi Ashvini, Thank you for the shoutout and for developing such an outstanding plugin. You really helped to solve an issue I was having that sharing plugins didn’t cover all of the social media sites that I wanted. Your plugin really rocks and I wish you the best of luck marketing Share Juice!

You’re right about developing a relationship first. Those who try to sell first probably won’t get very far online. Establishing trust online takes a lot longer because you usually can’t look people in the eyes to judge their trustworthiness. Blogs can go a long way to establishing your online presence and relationships with others.

You’re right, Facebook and other social media sites can help you establish your online presence as well. Adrienne is the Engagement Superstar who has built a sterling reputation with how well she engages with others!

Ashvini Kumar Saxena January 25, 2013 at 9:12 pm

Hi Carolyn,
I am really happy that the plugin has worked out so well for you. You are my partner and customer in this development and with your inputs, the plugin gets better everyday :). Often entrepreneurs and sales reps are worried about sales rather than the goodwill they are going to generate. They are pushy and in the process forget that customer is still evaluating the options.
Adrienne for example has demonstrated the power of connecting. Her one post gets over 150 comments on an average. It is mighty difficult for any blogger but we know how she does it.
Thanks to you for being such a great inspiration :)

Adrienne January 16, 2013 at 10:59 pm

Hey Ashvini,

I know that for a lot of companies that have products and then come online to promote them that this method may be different but when I was going through some training a few years back we were taught to put the product up and then start introducing yourself to different people and build up that trust. It didn’t take long and then they started purchasing my product.

I honestly think people get it backwards a lot of times. They should build up those relationships first and then start promoting. That’s the way it’s always worked for me at least.


Comments on this entry are closed.

Previous post:

Next post: