Startups, learn the value of free, the power of easy, and the cost of trust

Callum is the founder and CEO of Fitness-Buffet, which offers a unique solution to those companies or individuals looking for an alternative to the ‘typical’ gym experience. Tweet him @LaingCallum.

Image credit: Alan O’Rourke

Do you spend too much time trying to figure out how to get new customers through the door? If you’re anything like most business owners we work with on a daily basis, and statistically you are, then it is the number one thing that permeates your thoughts and your actions. It is a constant source of frustration and takes time away from delivering increased value to your existing clients. Which is way more fun.

The below model is not unique, it’s not revolutionary, but it does seem to be effective and I would argue will become ever more important in the future.

At Fitness-Buffet we call it: the value of free, the power of easy, and the cost of trust.

While this model has been developed mainly in conjunction with businesses in the fitness and wellness industry, it is a model that can be applied across industries.

Let’s start at the end and work backwards.

Cost of trust

Essentially no one is going to buy your product or service if they don’t trust you.

On the Internet no one knows you’re a dog. – New York Times Cartoon

Or more aptly, no one knows you’re a fully trustworthy organization. Simple enough. No trust, no sales.

And of course the converse is true. When people do trust you they go way beyond just being customers. There is no advocacy without trust.
Trust is fundamental to capitalism, so as a business owner taking time to understand how you can create and deepen trust is a wise investment.

One distinction to understanding this is the awareness that your network, customers, staff, investors, partner, dog, may trust you for some things but not others. There are people in my network that I would trust with the lives of my children, yet I don’t trust them to write compelling content that is worth reading when it lands in my inbox each month. And of course there are others who I trust to entertain me on Twitter but I wouldn’t want them near my children.

The takeaway is that if you can’t sell to someone who doesn’t trust you, how do you build that trust? There are several ways you can do it. Aligning yourself with people or organizations that they already trust is one way. Delivering value to them is another.

Power of easy

Value of free

The future