In the classic 1947 movie, A Miracle on 34th Street, Kris Kringle is in New York City over Thanksgiving weekend, and through a series of small events, becomes the store Santa Claus at Gimbel’s, one of the top department stores in the city.
Being Kris Kringle, he knows everything about toys. If Gimbel’s doesn’t carry the toy a child asks for while sitting on his lap, Kris tells the parent which store in New York City carries it.
At first, Mr. Gimbel is outraged – his store Santa is sending customers to the competition! But then sales shoot through the roof. Every department in the store – women’s apparel, furniture, etc. – is ordered to start sending customers to other stores to find the item they need.
Soon enough, other department stores in the city adopt the practice, too. Everyone enjoys increased sales and something else that is harder to earn – trust.
Kris Kringle practiced something called trustability, or proactive trustworthiness. In plain English, it’s about going out of your way to do the right thing for your customers without them asking.
As Don points out in the presentation, trust is our first filter, and it is becoming more and more important in today’s society. In fact, every business needs to have trustability, or they are doomed.
I know you want to learn how to build trust into a competitive advantage, so start by practicing five things:
And here are some specific, tactical things you can do:
What do you do to build trust?
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Image courtesy of imdb.com