Brad Antin, author of Common Sense Marketing, says there are only three reasons why your prospect won’t buy from you:
- They don’t want what you are selling.
- They can’t afford what you are selling.
- They don’t believe you.
If they don’t want what you are selling or can’t afford what you are selling you have a problem with targeting. One of the first steps in marketing successfully is to understand who your ideal prospects are and diligently focus on selling only to them.
By definition Ideal Prospects have the need for what you sell and the means to pay for it.
(Defining who your ideal clients are is one of the modules in our new one day workshop ” From Invisible to Unforgettable.” Attend the Sticking Points workshop to learn more about how to target ideal prospects and differentiate yourself from your competition.)
However if your prospects don’t believe you, you have a different challenge; you have to focus on establishing better credibility.
Here are 10 actions you can take to establish credibility with your prospects:
- Educate them on how to buy your product of service.
No matter how frequently a customer buys your product or service, you have more experience and knowledge than they do on this subject. You sell what you sell all day, every day, gaining insights and experience as you go. Prospects and clients don’t have this advantage and the less frequent the purchase the more they need help in making correct buying decisions. Help them understand what their buying criteria should be and teach them how to buy.
- Tell the truth.
If you always tell your prospects the truth, even when it is to your detriment, trust will grow and so will your business.
- Be sincere.
While truth and sincerity are closely allied, they are different. Being sincere is about being believable and presenting the facts in a way that prospects understand.
- Use specifics.
Precise numbers and details are far more believable than generalities. For example; “27% lower cost than the market leader.” is more believable than; “lowest price.”
- Reverse the risk.
Don’t expect your customers to assume the risk. Offer a guarantee and shoulder the risk yourself. The more generous and the fewer conditions, the better.
- Provide testimonials.
Few people like to be the first to use a product or service. Testimonials provide social proof that others have used your services and have had good results. The better known the person giving the testimonial, generally the better impact it will have when your prospect sees or hears it.
- Establish yourself as an authority.
Writing articles on your specialty; also speaking at trade shows and association meetings are great ways to build much needed credibility. Now might be the time to write the book you’ve always wanted to write.
- Support your sales with editorial and articles.
PR is very important in building your credibility. People generally believe more of what they see and hear in the media than what you tell them in person
- Tell prospects why.
If you are offering a discount or a special deal don’t just give it, but give a reason for it. Tell them you are overstocked; tell them it’s a shameless bribe to get them to try your services. It doesn’t matter what the reason is, but make sure you give one. Also give reasons for why your product is premium priced if it falls into that category.
- Point out a non-fatal flaw in your product.
Sometimes you can find a flaw in your product which justifies your giving a discount but one that you can use to your benefit in promotions.
A local mattress store has a special annual sale giving a discount on mismatched box-springs and mattresses. If you point out this flaw you can justify your discount or offer and you also build trust as a reputable supplier.
If you want to learn more about any of these credibility building actions, look in the archives of past articles. The archives are fully searchable. Or you can join the Rapid Growth Mentoring Program where we cover all these strategies and tactics. Attend the “Sticking Points ” seminar to learn more about how this program can help you:
- Attract more new prospects.
- Get your customers to buy more often.
- Get them to spend more each time they buy.