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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.
Word
of the Week: Obtest verb [ ob-test ]
- To supplicate earnestly; beseech.
- To invoke as witness.
- To protest.
Example: I constrain, adjure, obtest and strongly command you. — Sir Walter Scott, Guy Mannering
Definition
& Example courtesy of Dictionary.com
Trivia:
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?
Answer:
Elvis Presley
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