Trust-building Strategies to Achieve Business Growth

By Jim Augustus Armstrong

In the first two columns in this series, I discussed the importance of building and maintaining trust, and presented ways to make this happen. The final instalment offers advanced trust-building strategies.

Free Reports
Flooring prospects are looking for information. They don’t want to make a $5,000 to $10,000 mistake by choosing the wrong flooring or floor dealer whose installers deliver shoddy workmanship.

By writing free reports, guides or white papers, you not only provide information consumers are looking for but you also position yourself as an authority in your field and build trust. Some topic ideas include five critical questions to ask a floor dealer before buying; three steps to choose the right flooring; and seven costly floor-buying mistakes and how to avoid them.

Enable website visitors to download your free report in exchange for their name and e-mail address. Hand out printed copies to store walk-ins. And supply referral partners (realtors, designers, remodellers) with copies to give to their customers along with your business card.

Write a Book
Becoming an author gives you instant authority and creates massive trust. It’s like a business card on steroids. I’ve written and published several books, all of which have been very good for my business. It’s a lot of work but worth it.

The book doesn’t have to be long — 50 pages will suffice. More people will likely read it then, compared to a 300-page book.

To make the authoring process less daunting, you can simply expand on your free report and turn it into a book. This can be achieved with the inclusion of customer testimonials. Or if writing isn’t your forte, hire someone to ghost write it for you.

Don’t worry about how to get it published. There are a number of e-book publishing platforms like Amazon’s Kindle Direct Publishing (KDP) that make self-publishing a cinch. And it’s inexpensive. For a 50-page book, KDP charges $2 for each authored copy, with no minimum order size.

Like your free reports, hand the book out to store walk-ins. Give copies to all your referral partners, both current and prospective, and attach them to your commercial or construction job quotes.

Host a Podcast
Podcasting is a massive industry. As a result, there are lots of courses, tutorials and tools available to help you get started, from recording to editing to hosting your podcast on the most popular platforms.

To build a successful podcast, it’s important to be consistent. Aim for a weekly podcast released on the same day each week. Episodes don’t have to be long. Five-minute podcasts on home repairs, community events or interviews with local business owners will suffice.

Batch recording is a great way to simplify the process. Set aside one morning each month to record the following month’s episodes.

Promote your podcast and the fact you are a podcast host. Include links to your podcast on your website, in e-mail newsletters and your e-mail signature, and share on social media. If you interview local business owners, ask them to promote the interview on their website and social media channels, and to their customers.

Video recording your podcast can provide further reach and grow your audience. The audio gets uploaded to the podcast platforms and the videos go on your YouTube channel. Again, these should be hosted on your website and shared on social media, too.

Answering the Unspoken Question
When a prospect is deciding which floor dealer to use, there is always one question on their mind: Why should I choose you instead of your competitor?

If you answer this unspoken question more effectively than your competition, you’ll get more business.

All the trust-building strategies I’ve listed provide powerful answers to the unspoken question; by putting multiple in place, you’re answering that question again and again, reinforcing why you are the right choice.

Jim Augustus Armstrong is founder and president of, a company that provides floor dealers with marketing services and coaching to help them attract quality customers, close more sales, get higher margins and work the hours they choose. To obtain a free copy of Jim’s groundbreaking flooring industry report, Stop Leaving Millions on The Table, visit Jim can be reached at 530-790-6720 or [email protected].

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