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