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Diamond #5 of WOMANOLOGY > TRUST: “Remember, TRUST is the MOST important emotion in a sale to woman. If you’re NOT trusted, you’ll NEVER earn her heart”

by yuswohady September 26, 2010
September 26, 2010

Trust adalah elemen paling penting, paling krusial, dan paling esensial dalam pemasaran ke woman market. Kenapa begitu? Karena trust lah yang melandasi konsumen wanita mau membeli dan menjalin relationship dengan brand Anda. “If you’re not trusted, you’ll never earn her heart.” Tanpa trust habislah brand Anda di depan mereka.

Karena pentingnya trust bagi konsumen wanita, maka kami berani mengatakan bahwa, “marketing to woman is about wining her trust”. Trust menjadi sumber dari adanya saling pengertian, saling mencintai, saling peduli, saling memberi, dan saling komitmen antara konsumen wanita dengan brand.

Kalau trust demikian penting, lalu bagaimana seharusnya brand membangun trust di depan konsumen wanita? Tak ada cara lain membangun kecuali Anda harus jujur dan menepati janji, tidak boleh “over promise under deliver”. Wanita paling sensitif kalau sudah menyangkut janji. Begitu Anda meleset tidak memenuhi apa yang Anda janjikan kepadanya, maka sampai kiamat brand Anda akan selalu diingat dan dianggap cacat. Begitu ia mencap brand Anda cacat, maka sampai kapanpun ia tak akan akan memaafkannya.

“Heaven has no rage like love to hatred turned; Nor hell a fury like a woman scorned,” kata sastrawan Inggris William Congreve dalam lakon The Mourning Bride (1697). Ungkapan ini sangat pas menggambarkan pentingnya trust bagi wanita. Wanita akan menjadi demikian jahat dan pendendam kalau ia merasa ditelikung dan dikhianati.

Trust juga bisa dibangun dengan Anda membuka diri, menunjukkan siapa sesungguhnya Anda.  “Don’t just tell her what you do/what you sell, tell her who you are.” Dengan secara jujur dan transparan membuka diri, menunjukkan bagaimana “isi perut” perusahaan Anda, maka sesungguhnya Anda mengajak konsumen wanita Anda untuk sama-sama membangun trust.

Dalam bukunya, The Soccer Mom Myth – Today’s Female Consumer: Who She Really Is, Why She Really Buys, Michele Miller dan Holly Buchanan menulis, “While action-focused men concentrate on what you do and the products you sell, relationship-focused women want to know who you are as a company and brand.  They want to know what your values are.  They want to know your passions.”

MTG melakukan prinsip “membuka diri untuk membangun trust” ini dengan baik. Hal ini dilakukan dengan menunjukkan kepada konsumen, siapa sesungguhnya MTG, apa saja filosofi dan prinsip bisnis yang dipegang dan diyakini, dan apa saja nilai-nilai budaya perusahaan yang dikembangkan. Menariknya, itu semua dilakukan tak hanya melalui komunikasi, tetapi melalui kegiatan-kegiatan riil dalam kurun waktu yang sangat panjang. Atau istilah seksinya: “walk the talk.”.

Prinsip-prinsip bisnis seperti “back to nature” dan “go green”; konsep “East meet West” atau menggabungkan ke kearifan budaya dan kekayaan alam Timur dengan kemajuan teknologi Barat; juga membangun partnership dengan petani pemasok bahan baku dalam proyek Kampoeng Djamoe; semua disampaikan ke konsumen tak hanya melalui komunikasi melalui media, tapi juga melalui aktivitas kongkret. Semua itu dilakukan untuk membentuk corporate reputation & trust.

Related posts:

  1. Diamond #4 of Womanology > EMPATHY: “Be an EMPATHETIC brand. Touch woman’s deepest heart with your LOVE and PASSION”
  2. Diamond #3 of Womanology > VALUE: “Woman is the most VALUE-ORIENTED creature. She will pay to get EXACTLY what she wants. Offer her a SOLUTION, not just a list of features”
  3. WOMANOLOGY: “The Art of Marketing to Woman”
  4. The Diamond #2 of Womanology > CARE: “She wants to be CARED and APPRECIATED. LISTEN to her! UNDERSTAND her!”
  5. Diamond #1 of Womanology > CONNECTION: “Build sincere EMOTIONAL CONNECTION. RELATE her with your brand. LINK her with each other”
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yuswohady

Yuswohady, Managing Partner Inventure. Author of 50+ books on business & marketing, incl. the best seller "Millennials KILL Everything" (2019) and "Consumer Megashift after Pandemic" (2020).

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