Gain Your Buyer's Trust
by Michael Dalton Johnson
Use confidence enhancers to let potential buyers know that yours is a company they can trust.
Usually the first thing customers see is the graphic look of your company. Opinions are formed in seconds. So your graphic look should convey your professionalism. Have a professionally designed and well-executed graphic look for your brochures, stationery, business cards, letterhead, and website. This immediately builds your company's credibility.
Remember that quality writing is essential. The written word is the voice of your company. Keep it intelligent, friendly, and informative. In the words of my writer friend, Herb Lockwood, "The human eye is repelled by a sea of type." Never be afraid to use plenty of white space.
Testimonials are another powerful tool in gaining trust. They should include the name and city of the person giving the testimony. Testimonials given by a company executive should include the name of the company as well as the name and title of the person giving the testimonial.
Case histories build confidence with your prospective customers. Make them interesting and demonstrate how a benefit was gained or a problem solved. Include numbers in case histories. Make them engaging by including before and after stories. Keep them brief. A short paragraph or two for each case history will do.
Mentioning your business affiliations and current clients is another way to build trust. If you are doing business with a nationally known company, let buyers know.
Excerpted from Rules of the Hunt by Michael Dalton Johnson. See it here.
of the Week: Obtest verb [ ob-test ]
Example: I constrain, adjure, obtest and strongly command you. Sir Walter Scott, Guy Mannering
- To supplicate earnestly; beseech.
- To invoke as witness.
- To protest.
& Example courtesy of Dictionary.com
Between 1955 and 2000, The Beatles had 20 number-one singles on the Billboard Top-40 charts. Who came in second with 18 chart toppers?
|Don't miss one issue! For
your free subscription
to this newsletter, click
|Reprint Permission: SalesDog Newsletters
may be reproduced and redistributed in any print or electronic
form provided that "www.SalesDog.com"
is indicated as the source. Distribution on Internet should
use a live link to our site.
really appreciate your feedback. I read and respond
to all I receive. My email address is Michael@SalesDog.com.
Please send your comments and suggestions directly to me rather
than hitting the reply button or odds are I'll never get it.
The Dog a Favor. If you found this week's advice
helpful, please forward
this page and invite your friends and co-workers who sell
for a living to join the pack.
The purpose of the SalesDog newsletter is to inform,
inspire and challenge you.
Note: SalesDog may be commissioned by some (but not all) partners mentioned in Coffee with The Dog. If you are in sales you know that commissions are a good thing.