How To Inspire Confidence In Your Customers

Posted on March 19, 2013 by

John Mackey, the founder and CEO of Whole Foods, believes “business is the greatest creator of value in the world. [It] is fundamentally noble, because it elevates humanity. [It] is fundamentally heroic, because it ends poverty.”

He also believes “businesses are seen as untrustworthy.”

Do consumers consider your business trustworthy? Like all relationships, a business-customer relationship must be built on trust — trust that your cars will show up on time in excellent condition; trust that you will transport passengers safely and comfortably; trust that everything you will deliver everything you promised to a client.

If people don’t trust you, they won’t do business with you. So how does an owner get consumers to believe that his or her operation is the right business to pick?

In a recent Inc. Magazine article, Mackey shares four principles to help business owners run their operations in a “way that inspires trust among people.” These principles are detailed in his book, Conscious Capitalism. Here are the highlights, along with Mackey’s comments:

All businesses need a higher purpose. “Money is not what drives most entrepreneurs. What drives most entrepreneurs is some kind of dream. Businesses will never be trusted if all it talks about is maximizing profit.”

Business must create value for everyone that trades with it. “The most amazing thing about capitalism is that it’s not a zero-sum game. It’s a win-win-win-win-win. Business must create value for customers that trade with it.”

We need a new type of leader. “You cannot create a conscious business unless the leadership is conscious with it.”

We have to create company cultures that are humanistic and empowering. “Conscious businesses have trusting cultures. They tend to be more authentic and caring.”

In addition to being an industry with small margins1 , chauffeured transportation is considered more of a luxury than necessity. Its services are among the first to be cut when corporate budgets shrink.

But by developing a brand focused on the end-user experience and benefits provided to customers, operators can forge a relationship that moves the conversation away from the costs and closer to the value being offered. It all begins from within.

— Michael Campos, LCT associate editor

1. Average and median profit margin for chauffeured transportation operators in 2011 was 10%, according to 2012 LCT Fact Book

View comments or post a comment on this story. (0 Comments)

More LCT Blog Blog Posts

March 8, 2017

Immigration Issues Can Hit Limo Operators

Illegal or not, immigrants in one California region spend hard-earned money on renting stretch limousines.

March 1, 2017

Did The Dent Fairy Come To Visit You?

Unlike the tooth fairy and baby teeth, the dent fairy never runs out of vehicles.

February 15, 2017

My Unofficial International LCT Show Agenda

The suite parties, charity fundraisers, and off-the-grid get togethers round out a complete global industry trade show.

February 14, 2017

How To Practice Common Sense Customer Service

It's one of the most important and difficult qualities to hire for, since it emerges in unexpected situations on the job.

February 1, 2017

3 Big Fouls From My First Uber Rides

Operators don't have much to worry about if TNC drivers keep acting like this.

See More

Facebook Comments ()

Comments (0)

Post a Comment



See More

LCT Store

LCT Magazine - March 2017 $12.95 INT'L LCT SHOW ISSUE COVER STORY: * Innovate or Die: Show To Be a Business "Disrupter" * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment


Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close