Establishing Client TrustToma Clark Haines

Establishing Client TrustToday at the LAPADA Conference I’m going to talk to you about establishing client trust.

Why does a buyer choose to buy from one antiques dealer versus another?

What creates a sense of trust in establishing long-term relationships?

Let’s back up… How do you start? How do you even begin to develop those relationships with the buyers you want to attract?

How to Best Communicate with an American audience And What You Are Doing Wrong!

Today we’re going to discuss what the main drivers are in

creating trusted relationships between

buyers and sellers.

The Antiques Diva & Co

I’m an American with a professional background in marketing and advertising

I’ve lived 17 years in Europe

9 years ago I founded my own company

It started as a one woman firm

We now have a team of 24 people at AD&CO.

Toma Clark HainesCEO The Antiques Diva & Co

www.antiquesdiva.com

Photo Credit: Susanne Ollmann

The Antiques Diva & Co

The Antiques Diva & Co has grown to become the largest antiques touring company in the world

We offer one-on-one customized antique buying tours on 2 continents and 14 countries

We also have our own in-house shipping division called AD&CO Logistics

And we’re working on developing our own line of antique care and restoration products

And my English colleague is shaking her head, worrying about my speech at this very moment – she thinks I don’t understand my mostly British audience.

Gail McLeodThe Antiques Diva & Co - England

www.antiquesdiva.com

Establishing Client Trust

In England you NEVER sing your own praises….

AND THIS MIGHT BE THE FIRST THING as a

British Dealer YOU’RE DOING WRONG

If you want to sell to an American audience – you need to tell your buyer WHO YOU ARE!

In order to Establish Client’s Trust, international buyers need to know Who You Are & What You Can Do For Them.Tell Clients:

1) Who You Are2) What You Do3) Why You’re Fabulous4) Why They Need To Know You5) Why They Should Buy From You

Create an Elevator Pitch.

Make a Mission Statement.

Establishing Client TrustIf Lesson # 1 is Tell Clients Who You Are and What You Do….

Lesson # 2 Is Get Others To Say It For You.

If you have extra money to spend… my recommendation “Hire a Publicist” who will get you 3rd party recommendations

When you appear in magazines and newspapers, online publications and blog you establish yourself as an expert in your field

So what if you don’t have the money to hire a publicist? Do it yourself! Start writing your own blog! Contact other publications and tell them who you are and what you do – let them know why they need to feature you

The Easiest Way to Establish Your Credibility is to Get Written Referrals – Ask for Testimonials from clients, colleagues and peers.

Flagrant Self Promotion

Testimonials build trust and credibility! They humanize your business, making it easier to relate to you, to understand what you do and what you sell.

How Do You Use Your Testimonials?1) Share them on your Home Page 2) Create a Dedicated Testimonial Page3) Incorporate Testimonials into Your Email Campaigns4) Use Testimonials in Social Media

Establishing Client Trust

The first rule of business in Establishing Client Trust

is to “Say what you do… and DO what you say.”

“For LAPADA, we know that our members are the experts in their fields, and even in a declining

economy, it is quality, craftsmanship and provenance that always remain desirable.”

Rebecca DaviesChief Executive LAPADA

Statistics show 82% of buyers will refer a “trusted company” to others IF ASKED and the same 82% will continue to use the brand if they have a good experience. Trust builds repeat business.

Establishing Client’s Trust Starts with Giving Great Service and having a Great Product!

Establishing Client TrustBut what matters MORE than Giving Good

Service in The Good Times… Is What happens

when you Make a Mistake.

Admit your mistakes Don’t try to hide or cover up your errors Address the issue directly Explain how it will be handled Share what steps are being taken to prevent

errors from happening again Lead your staff by example.

Rembrandt van Rijn – Self Portrait

Think About How You Would Want to Be

Treated if You Were the Client! Strive for :- Responsiveness- Timeliness- Exceeding Expectations- Consistency- Transparency

Everyone makes mistakes

Rule of Sales:

Never be afraid to point out what’s wrong with your product

=> Telling What You Don’t KNOW adds Credibility to What You Do

COMMUNICATION

Case Study: AD&CO LOGISTICS. Having started a new shipping company for art & antiques we’re learning that Communication is the single biggest factor in our clients satisfaction level.

As an Antiques Dealer Clear

Communication is important. Have written prices on your inventory Have written descriptions of each piece

include ALL the information you have available.

If client is having an item shipped give them as many details as possible. When was it mailed, when will it arrive, what are the tracking details, etc.

AD&CO LOGISTICSInternational Art & Antiques Transport A Happy Client is a Well Informed

Client!

The In-Store Sales Experience

LAPADA FAIR

Sales are like dating… you never want to look too eager.

No Hard Sales.

They Make You Look Desperate.

A Good In-Store Sales Experience:CONFESSION! Most Americans don’t drink tea. When they accept – they are ONLY Being Polite.

Americans like Coffee… And English coffee has a horrid reputation.

Want a Happy American Buyer? Give them Starbucks!

Don’t Drown American Clients In Tea

- Client comes into store- Vendor greets them - Let them look around on their own- Then after they’ve had enough time to

browse, inquire if you can help- Make it easy for clients to find what

they’re looking for- Be consistent. If clients know that you

always carry X – they will come to you for it

The Online Sales Experience

You NEED to have a Professional Web Design. Don’t Try to Do It YourselfHIRE AN EXPERT!

You need a professional logo designed

If you’re selling high-end luxury goods… make sure your website represents same quality

Give Your Contact Information with Telephone # and Address

Don’t Use Stock Photos of People! Include sharp professional photos of you and your staff. Make it clear your business is made up of REAL people who have real expertise

And whatever you do DON’T put a picture of an OBJECT as your Facebook Profile pic. Buyers can’t have a relationship with an object. They connect with you as a person

Make it easy for clients to find what they’re looking for. Invest in a good analytical program to help you see how long people stay on your site and where they spend their time. Think about WHERE you want them to be spending their time. Be Open to Change.

Establishing trust in online content is both critical

and difficult.

Be Open to Change Your analytics might surprise.

Do Surveys. Ask your clients what they want and listen to their feedback.

And see how you can adapt your business to meet their needs.

My best advice to Entrepreneurs: Be Adaptable. Be Open to Change. Look at what the

market is demanding and think outside the box regarding what you and your unique service can be to

meet those needs. My Story – Each Step Are a Response to Clients Needs!

From Blogger To European Antiques Tour Guide To Shipping Company To Offering Buying Tours in Asia To Launching a Line of Antique Care & Restoration Products

Get Personal

Americans believe certain stereotypes about the reserved Brits. Americans are an overtly friendly bunch – and even if we’re doing business it’s always personal

Every sales meeting you have with an American buyer should be a real conversation not just a sales pitch

When people like you on a personal level they are more likely to buy from you

Americans like to talk about themselves. Spend at least half of every conversations listening. But make sure you give of yourself too. If you don’t, we notice - and it creates an imbalance in the relationship

Respect your client’s time. Match your customers business style. Pay attention to how your client prefers to communicate. Does your customer get right down to business? Or warm up with small talk? The best sales people are KEEN observers of human nature.

Your Competitors

We don’t trust dealers who trash talk their competition… It makes you look like you’re afraid - which makes you look weak

You’ve lost client trust if the buyer smells fear – or desperation for a sale

Vendors who are confident in their stock recognize that competition is healthy for the marketplace.

Be Positive. Buyers don’t like negativity

And whatever you do…. Never talk negatively about another client.

If and When you Must Talk about your Competitors

Be Respectful

A crowd draws a crowd.

The more vendors with good inventory, the more buyers you will attract.

Social Media

Today the world is smaller than it has ever been before

You have more access, more opportunities, to reach a global audience than ever before

How you engage online is the first way an international audience will judge you. Social Media Matters

You may think you don’t need to have a Facebook account or be on Twitter or Instagram because you’re not interested

It’s NOT about what you want. It’s about what your client wants. Meet your client where they are

Do you know the single greatest sales channels for antique dealers internationally at this moment? It’s Instagram

But… You’ve got to get personal. A sales-only approach to social media will have ZERO results. You must be personal

Contact Me

Toma Clark HainesCEO The Antiques Diva & Cowww.antiquesdiva.comtoma@antiquesdiva.com

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What you may not have known is that today we’re making history…. You’ve been part of the first ever FACEBOOK LIVE VIDEO at the Houses of Parliament.