Technology advancements move at a blistering pace and the integration of new development languages, frameworks, databases and the like is also quickening. Some new technologies become the foundation for new companies. These new companies need to be continually vigilant in knowing their offerings are secure and they need to be able to demonstrate a level of security to their customers. In addition to frequently being required to meet compliance requirements, these organizations are using security to differentiate their offerings or expand into new verticals. Our clients frequently develop a solution for a particular industry and then find other verticals that may benefit from something similar. During times of expansion, we often get asked about the best methods to establish trust with a new customer base. While different approaches may work better for certain industries, below are three ways an organization can consider when attempting to establish trust with a potential customer.
Find Your Proof Points:
What are the unique points about your brand? Do you have a proprietary claim or process unique to your company? For example, do you save users time? Can you perform a process faster than any other technology? Do you lower costs by 10 percent? Are you the only compliance certified company offering such services? Customers looking for IT services need to know they’re making a sound investment and that the investment is secure. Highlighting any proof points unique to your brand is one way to help establish credibility with your audience.
Look at your market. It may be flooded with qualified companies, all offering similar services. Take a look at who these companies are targeting. Are they targeting a specific niche? Are they a clone of your company? Is there a segment of the market they’re missing? If so consider positioning your organization as the best solution for that untapped market segment. Or, if your competition is targeting a specific niche, figure out a way to build your offering so it suits the niche the rest of your competition is overlooking.
Showcase Expertise and Certifications:
A key element in establishing trust with your target market is providing examples of previous work. This can be in the form of case studies or customer testimonials. Keep in mind that case studies still hold value even if you can’t use a client’s name. If you’re facing this issue, you can still explain the problem and solution, and generically reference the client — a leading retailer or hotel chain, for example. Product management and marketing teams may be responsible for demonstrating expertise, but others in the organization can also be instrumental in establishing trust.
Finally, featuring any security and compliance certifications your company holds in your company description, on your website and at conferences, as well as your proof points can help establish credibility while setting your organization apart from the competition.