| Want someone to buy something from you? First | | | | town or a vacuum cleaner store that services 7 |
| you'll tell that person about the product and why he | | | | provinces and 3 other countries as well? These |
| or she must buy it from you. You need credibility so | | | | numbers can help your credibility. |
| that person's going to believe you, right? Otherwise | | | | 6) The number of customers served: You can use |
| without any credibility, they'll think you're full of thin | | | | the now-famous technique that MacDonalds uses- I |
| air, and walk away. | | | | once passed by one franchise and I saw that |
| You have to establish your credibility in the eyes of | | | | MacDonalds now has a tally of 99 BILLION customers |
| your potential customer for a successful sale (via | | | | served!! The number of customers you have of |
| person, a sales letter, ad, website, etc.). There are a | | | | course ties in with the longevity and reliability of your |
| number of ways to show people that what you say | | | | business. |
| is true and solid. | | | | 7) Show someone how good your product is: Show |
| Out of all of the following suggestions, you can take | | | | them! Sometimes with products you can do a |
| the ones that you feel can work for you, and put a | | | | physical demonstration or a video that displays the |
| lot of emphasis on them in your marketing material. | | | | actual features and benefits of the products. A video |
| 1) Customer and client lists: An excellent way to | | | | is a great way to show people what your product |
| demonstrate to potential clients how long you've | | | | can do, such as a vacuum cleaner sucking up all the |
| been in business, and how many clients you've | | | | junk from your carpet (if you sell vacuum cleaners!). |
| served over that period of time. This has to been | | | | If you sell knives, do a demo of how well your knife |
| done carefully because you don't want to infringe on | | | | cuts through plastic or some fruit or vegetable. And |
| the privacy rights of your customers (so it's wise to | | | | so on. |
| ask permission to print their name on your customer | | | | 8) Testimonials: They've been proven beyond doubt |
| list). | | | | as a surefire way to establish credibility of your |
| 2) Length of time in business: Show people you are | | | | product or services. Let someone else speak for you! |
| for REAL, not a fly-by-night, come-and-go business | | | | Testimonials come in many forms. Websites and sales |
| type. Obviously the longer you've been in business, | | | | letters can display your written testimonials. Video or |
| the better. I'm sure you've often seen signs on | | | | audio testimonials can be played. Photographic |
| storefronts saying "Established 1867" or some | | | | testimonials (e.g. If you had numerous photos of you |
| equivalent. Would you feel more comfortable buying | | | | standing beside satisfied customers, that is a great |
| from a well-established business? Probably. They're | | | | way to show people that you have customers and |
| trying to show you their longstanding business solidity. | | | | they believe in you). When you allow other people to |
| 3) Past credentials, qualifications, and experience: | | | | speak for you about your product or service, the |
| They establish you as a person who is qualified to | | | | credibility is always increased by at least a few |
| discuss with people whatever topic is on hand. For | | | | points. |
| example, what more credibility could come from a | | | | 9) "Story books": A less common, but just as |
| person trying to sell you a tennis racket as someone | | | | powerful, form of credibility-booster that tell the |
| who has won the Wimbledon twice and the U.S. | | | | story of your customer, how they began, how your |
| Tennis Open three time times? There's no question in | | | | product or service came into the picture, and how |
| your mind that this person knows what he's talking | | | | your customer's problems were solved or desired |
| about when it comes to his product. Or a real estate | | | | satisfied. The level of detail in the story allows it to |
| agent who happens to be an experienced contractor- | | | | rise above the normal 3-sentence testimonial in terms |
| you'll believe what he says when it comes to houses | | | | of credibility. |
| and what you're getting for your money. | | | | 10) Another type of testimonial that are |
| 4) Financial references: Commonly used to show | | | | under-exploited are toll-free 800 "eavesdrop lines" to |
| people how successful you are in what you do. The | | | | give clients and customers a chance to listen in on |
| number says it all. If you went to a eyeglass store, | | | | what others say about your product or service. |
| and there was a sign in there telling you that this little | | | | 11) And finally, many of the mediums above- writings, |
| store did $800,000 of business last year, you'd | | | | audio, and video- for all the different types of |
| probably think that this store is doing something right | | | | credibility boosters can be put online in websites and |
| in their business. Your logic will tell you that whatever | | | | email attachments. |
| they say you'll believe. | | | | Your customers will definitely be ready to listen to |
| 5) A count of the regions/cities/countries that your | | | | you and eventually buy (or hire) from you, but only |
| business serves: What would seem bigger in your | | | | once you've established your "reputation" - which is |
| eyes- a local vacuum cleaner store selling in a small | | | | your credibility. |