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This is Part Three of the series dedicated to helping businesses re-build trust with the customers. This week, we ask how to build trust with the Blue idealists - 15-20% of the population.
Trust-building as described for Greens and Golds in the last two newsletters can well pertain to our Blue population, however...
Blues are quite different from the other Colors. They ask fewer questions about risk and money management. Instead, they care most about their relationship with a business. No, not contractual relationships, but personal relationships. I mean, I know Blues who have a relationship with vending machines. (This is not a joke.)
Those idealistic, diplomatic Blues walk into banks and are likely asking themselves...
1. How soon can I speak with a real person?
2. Will they make an effort to understand my situation and be flexible enough to adapt to my unique needs?
3. Does this institution have moral integrity? Are they truly honest and sincere?
4. What are the chances I'll make friends here? I don't care if we're talking about making a mere deposit - is the teller or loan officer a potential friend for me?
5. Do they know I'll give them a lot of rope in the trust area - because I do indeed believe that people and the institutions they belong to tend to be basically good.
6. How easy or difficult is it to contact people and have one-on-one discussion? Are there plenty of options: Online chat? Quick connections on the phone? Personal conversations with real people on the phone? Somebody to speak with in a non-hurried fashion at the bank? Somebody to welcome me at the bank? Do they not only act like they care - I mean, do they really care about me?
7. Are these people truly helpful and positive to everyone who approaches them?
8. Am I being truly helped, or are they trying to sell me something?
9. Is the business atmosphere warm and pleasant, or is it off-putting with too much organization and efficiency? Where's the coffee and stuff to munch on?
10.Is this organization a contributing force to the community-at-large?
Businesses that pride themselves in low prices and wildly fast and efficient service may impress a lot of people, but our Blue friends are just as impressed by the personality of a business - their people orientation, their desire for genuine relationships with real people, their appreciation for uniqueness, and a desire for some kind of long-term bonding.
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