Consistency in Business: How To Grow Your Customer Base

Have you ever heard the phrase “know, like, and trust”? There’s an unspoken rule of marketing and sales that says that people buy from who they know, like, and trust. And it is consistency in business that builds this trust.

Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.

Beyond just business, the “know, like, and trust factor” stands true in every aspect of our lives. You build up your circle of trusted friends and advisors to learn from and lean on. This is true whether it be for personal friendship or professional guidance.

As handmade sellers, we have a unique opportunity to build relationships with our customers due to the intimate nature of our product. A handcrafted item is a literal extension of the person who makes it. This opens up the door to really connect with someone on a more personal level. In a relationship like that, the ONE thing you have to be is reliable.

Valuing consistency in business will be the way you grow your business.

There’s a lot to be said for being consistent. Mostly, there is comfort in knowing what to expect, and then delight in having those expectations met.

Consistency in business takes on many forms and shows up in many areas.  I can’t stress enough how essential it is that you are intentional and committed to what you promise and deliver.

Consistency in product quality

This one is kind of self-explanatory. You need to be producing a product that is uniform and beautiful. Every finished piece that comes off of your work table should meet a standard of quality that’s second to none. This standard can include things like:

• Smooth, expertly finished edges on wearables and accessories
• Consistent colors, textures, and scents in bath & body products
• Even, intentional lines and cuts in home decor items
• Crisp lines and edges on stationery items 

Consistency in customer experience

This is something that I dive deep into in my Get Online, Grow Online course because it’s so vital to your business’ success. 

Your customers are buying from YOU. Sure, you make a beautiful handmade product and they likely value supporting small businesses. But at the end of the day, in this business people are making the connection with YOU. The customer experience that you create is the secret sauce that keeps someone coming back time and time again.  

Take a look at your business from an outsider’s perspective. Are they getting the same excellent experience on every platform and at every interaction?

Consistency in business relationships and communications

No one likes to be ghosted, least of all the people who are trying to get to know you online.

Posting once or twice here and there is a surefire way to set your business up to be known as unreliable.

I know, I know, it seems inconsequential. But think of it this way: if your audience can’t trust you to show up regularly with a simple social media post or comment, how could they trust you enough to actually give you MONEY for something?

I’m not saying you have to live your life attached to your smart devices: in fact, quite the contrary. If you are strategic with your scheduling, you can nurture your audience AND keep your sanity.

You already have an amazing handmade product that you KNOW the world needs. Now it’s your job to get it out there in front of the right people. Building lasting relationships with your audience, being consistent, and developing a reputation for being reliable will be the most valuable tools in your business toolbox when it comes to growth and scaling. 

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The Craft Business Kickstarter is a step-by-step guide that walks you through exactly what you need to do in order to get your business set up the right way, without the overwhelm and uncertainty of wondering if you did it right and if you are missing anything! 

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