37 Ways to Inspire Confidence in Your Prospects

January 15th, 2019

37 Ways to Inspire Confidence in Your ProspectsIn my last post, I discussed the role risk plays in preventing people from making purchasing decisions. The greater the risk, the less likely a person is to buy. Which means, the more you can reduce the perception of risk in buyers’ minds, the more sales you’ll make.

So how can you increase your prospect’s confidence that buying from you is the safe choice? Here are 37 ways:

1. Testimonials
2. Case studies
3. Photos
4. Video
5. Free shipping
6. Generous return policy
7. 24/7 customer support
8. Guarantee
9. Warranty
10. Extended warranty
11. Demos
12. Free trial
13. Free samples
14. Degrees
15. Certifications
16. Awards
17. Rankings
18. Third-party reviews
19. Ratings from review sites
20. Articles you’ve written
21. Media stories about you
22. Length of time in business
23. Length, depth, or breadth of your expertise
24. Track record
25. Number of customers
26. Percentage of market share
27. Names of well-known customers
28. Celebrity endorsements
29. Give prospects a tour of your facility
30. Introduce them to other members of your team
31. Give them your cell phone number
32. Let them talk with existing clients
33. Cleanliness of facility
34. Grooming and attire
35. Production value of marketing materials
36. Be active on social media
37. Resolve complaints on social media quickly

The more of these strategies you can implement, the more confidence you can inspire and the less risk your prospect will perceive. So employ as many as possible.

Not only can reducing perceived risk boost your overall sales, it can also reduce objections, shorten your sales cycle (thus improving cash flow), and stimulate more referrals. It can even increase your profit margin, because people will happily pay more for the safety of not wasting their money.

People are most likely to buy when the risk is lowest. Which means they buy what and where the risk is lowest. And if your company, product, or service is the lowest-risk option, that’s the choice your prospect is most likely to make. Inspire more confidence in your buyers and you’ll induce more sales.

Is Buying From You Too Risky?

January 8th, 2019

Is Buying From You Too Risky?I have weird feet.

Seriously. My forefeet are wide, I have very long toes, and my right foot is nearly a half size larger than my left.

Which makes shoe shopping a challenge. Roughly 98% of the shoes I try on don’t fit comfortably.

So when I recently purchased several pairs of shoes online, I knew there was a decent chance I might have to send them back. But I didn’t worry about it because both sites I bought from promised free shipping and easy, hassle-free returns.

As I feared, none of the shoes fit quite right. With one retailer (Zappos), the return was as easy as promised. With the other, however (I won’t mention the name—suffice to say it’s a dot.com that sells shoes), I ran into a snag. Hidden in the fine print of their return policy was the fact that they charged a $6.95 restocking fee per item. Which meant I had to pay $14 for the privilege of trying on shoes I would never wear.

Guess who I’m never buying shoes from ever again? (And guess who I’m telling my friends to never buy from as well?)

Because it’s too risky. Shopping for shoes already costs me time and effort. If it’s also going to cost me money every time I try on a pair that doesn’t fit, that’s a gamble I’m not willing to take.

For buyers, purchasing anything is a risk in the first place. It might not work properly, it might turn out to be inferior to another option, it could create unforeseen problems, users (or the boss) may not like it, and more. And the greater the risk, the less likely prospects are to buy. That risk is what stands between you and closing more sales.

Which means you need to do everything possible to reduce the risk for buyers. How can you make the decision-making process easier and safer? What risks stand in the way of prospects buying from you?

Address those issues and you’ll boost your sales. If you don’t, you risk losing your customers forever.