3 Things Your Company Can Do to Establish Trust on Your Website During COVID-19

Trust has always been the crux of your business success as a family-owned propane or oil company. While the big guys treat their ‘accounts’ with flippant nonchalance, you invest in every customer relationship to prove you will be there when the time comes. 

And now the time has come to prove customers can trust you more than ever. People are scared, stressed and tightening their budgets. They can't afford to run out of fuel, miss a delivery, or be hit with late fees.

Trust is built in moments like this. It’s time to double down and prove that you will be there for your customers by being more reliable, accountable, and generous than ever.

The trust you establish will strengthen your relationship with customers far beyond this pandemic.

Things You Can Do to Convey Trust on Your Website

Educate Customers on Your Safety Procedures

Showing accountability is one way to earn trust. You can’t expect anyone to trust you if you don’t step up to the responsibility of keeping your customers and employees safe during COVID-19.

Your customers are people just like you. They are frightened by the situation and need the security of knowing you are taking health procedures seriously. You are responsible for conveying that message to them.

Another long-winded "COVID-19 Letter from the CEO" is likely to get skipped over. It feels impersonal and obligatory. 

Instead, make it feel personal and human through a video explaining how your company is keeping customers and employees safe through the pandemic. 

Have the CEO, President, or whoever is the “face” of your company record a short 1-minute video to help ease customer concerns. 

For small and family-owned companies, a video feels much more “on-brand” than a stuffy letter.

How to record a video without professional help:

• In these circumstances, a DIY video is appropriate to convey a sincere, timely message. 
• Find a good “set” - somewhere with an uncluttered background 
• Don’t look up at your nose!
• Wear your brand 
• Keep it short - write 3-4 talking points to keep your video under 1 minute. 
• Record yourself using a tool like Soapbox to make a simple video recording using your computer’s camera. Here are some tips on the video.
• Many people dislike hearing themselves talk. Don’t dwell too much if you think your voice sounds strange.
• Drown out background noise with a tool like Krisp.
• No fancy editing is needed! 
• Don’t worry if it takes a few attempts to get it right.

Help Customers Find Information on Budget Options

COVID-19 has affected nearly every aspect of normal day-to-day life.t’s an unfortunate reality that many people are more budget conscious than ever.

Prove you understand and aren’t tone-deaf to this fact. 

You can do this in two ways: 

Make it easy to find relevant information

If customers have to search into the depths of your website to find information on budget plans, it feels like you’re trying to hide something. This creates doubt and mistrust for your customers and prospects. 

Instead, make it easy to find important information on your website. Consider adding a special section to your homepage to help users find information on: 

• Budget plans
• Pre-buy and save programs
• Customer assistance programs

Be Transparent About Pricing

Fuel is a commodity. While your prices aren’t the lowest, your business success and your reputation always were fueled by your excellent customer service. 

Now is the best time to be honest about your pricing model when prospects are extra careful with their pocketbooks.

For example, if your price per gallon is higher than the bottom barrel competition, explain why. 

Explain that the extra dollars go towards creating a more stable company that never lets you run out of fuel. Explain that this investment enables you to provide better service.

This transparency will boost your credibility as a small or family-owned business dedicated to its customers and employees.

Show Good Will in Your Community

You’ve heard the phrase before; “we have to work together to get through this”.

Tired? Perhaps. 

True? Absolutely.

Generosity is another key component to establishing trust and should be given serious consideration.

If you are in a position where you can give back to your community and you do, let your customers know how you are leading by example. 

Tell them about the organizations that you are supporting and offer to "match" their contributions. 

Remember, be genuine in your generosity. People are good at sniffing out insincerity which will break the bonds of trust. Lending a hand to those who need it most is beneficial to everyone.

Build Trust By Doing the Right Thing

The truth is, many of these ideas are not my own.

I've talked to many small businesses that have been doing right by their customers throughout this crisis. Now is the time to show your customers what YOU are made of.

Use these strategies to shine a light on the things you are doing to help and your customers will remember. 

You'll have earned their trust.

Stay well.