Grant Consulting - Generating Trust and Transactions via Discussion Groups

Robert Keeley provides an excellent example of how to successfully use the Internet in a small business.

Most of you don't know or care about his product.

But we can learn from how he wins business on the Internet.

He makes custom changes to 'guitar pedals' that musicians use to modify the sound coming from their electric guitars.

What does Robert do that is so right?

#1 - Robert engages his prospects.

Robert routinely contributes to third-party discussion forums frequented by his prospects and customers.

#2 - Robert's good qualities come across to everyone in the discussion group.

He's knowledgeable. It's obvious he lives and breathes his particular niche of service.

He's understandable. Most people on the list don't understand the technical work he does. He almost always speaks his customers' language.

He's gracious. He never cuts down his direct competitors or other people on the forum.

He regularly drops in. Robert frequently contributes to the discussion group. Occasionally people will ask Robert a question on a discussion thread. They know he will answer reasonably soon.

#3 - Robert draws attention to his business in a fun way.

Has giveaways of his product via discussion threads.

For example, the first person to post to a thread after midnight one day won a product.

These giveaways generate a lot of attention, and make it obvious that others want the product.

#4 - Robert provides superb customer service.

He answers personal emails directly within a day.

He responds to many questions, regardless of whether a prospect has made a purchase.

His work, in fact, is very good. (I own one of his modified guitar pedals.)

He answers his own phone.

#5 - Robert has a web presence.

Although I would suggest some improvements to www.robertkeeley.com, the web site gives people a chance to review his offerings, correspond with him, and directly buy from him.

Because of his discussion group and web efforts, Robert Keeley has gained the following results:

Customers gush with praise about him and his work frequently and publicly.

He has tremendous credibility.

A large number of customers come to him via the Internet.

Some lessons from Robert's example:

Discussion groups can pay off.

But you must be sincere, persistent, and become a valued part of the discussion community.

Also, the discussion group should be sponsored by a third-party.

You gain or lose trust on the Internet.

If you are not responsive to emails, people will complain loud and long, and you have damaged your reputation.

Internet-savvy consumers are well armed.

They recognize and avoid hype.

They love to publicly express praise and criticism, and to learn from each other.

Customers are becoming more adept at recognizing which comments are worthwhile on the Internet, and which are not.

Business is still about trust and transactions.

Robert provides a great example of how to build trust.

And to convert that trust into actual business transactions.