Trust is a fundamental aspect of our relationships with others. We don’t often think about it. There is no relationship without trust. We need to convince our customers that we are trustworthy in order to make our product a success.
What does it mean to trust a product?
Merriam-Webster defines trust as “… an “unconditional reliance on the character or ability of another person or thing”. This means that a product manager should make sure that potential customers trust information about your product. This concept is so fundamental that it should be part of product development.
This simple fact can quickly trip up product managers. We go out and find people who are interested in our products. Once we have found them, we convince them about the product’s benefits and features. This is what you and I see every day in the customer testimonials product managers love to use on their websites and brochures. This isn’t enough to build trust in the product. This is not enough to make you a product manager.
How can product managers build trust in their products?
Many product managers fail to realize that potential customers expect more from their product managers. They want information about people who have recommended your product.
You can find this information in many different formats. This information can include details about the person who recommended your product or how they used it to solve their problem.
Researchers have found that trust is built when you provide more information to your customers about people who recommend your product. Your customers will attempt to assess the trustworthiness and reliability of the information you provide them. Customers also want to know how the advice you give them applies to their particular situation.
To build trust in your product, you need to go beyond getting some quotes from customers about how great it is. You will want to create a trusted group of product advocates, which potential customers can trust. Once you have done this, make it easy for potential customers and others to find your product’s recommendations.
What does all this mean for you?
A potential customer must trust your product before they can become a customer. They will need to rely on the information they receive about your product.
To make this happen, your job as a product manager will need to be expanded beyond simply collecting quotes from satisfied customers. Potential customers want to know more about your customers. How did they decide to recommend your product, and how do you help them?
Building trust in your product can be difficult. If you put in the effort and follow-through, you will create a powerful tool to convert potential customers into customers. Once you have done this, your potential customers will be able to convince you to build trust with your future customers.