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