Prefer To Listen
In our previous posts, we covered about honest, current profile photos – and about using videos, so that people can see how you operate in “real time”.
There are other ways to provide reassurance – a big part of credibility building – to your target audience.
Let’s take a look at three of the easiest and most important ways to provide reassurance:
To build credibility, deliver exactly what you promised and make sure it easily does exactly what you said it would. It really is as simple as that.
Don’t include nasty little surprises such as “you can only solve your big problem if you upgrade to my Big Ticket Product”. If you promised your Little Ticket Product would do A, B and C, then under no circumstances just give your customer A and B – and then force them to upgrade, to receive C!
If you provide upsells, make sure they are presented as options for people who want more.
And it’s always a grand thing if you provide more than they asked for, but it’s not strictly necessary as long as “what you promised” more than delights. In fact, avoid bombarding your customer with dozens or hundreds of other “bonuses” – particularly when these:
• Are not directly related to the product your customer bought
• Do not add to or enhance the product your customer bought
• Require individual sign-ups for each bonus
The problem with the latter condition is that your customer may not have time and/or may become slightly confused. Your original product may actually get lost in the dozens of sign up windows. Or your customer may become distracted and just decide to “close everything for later” – including the product they bought from you.
Better to include one or two absolutely relevant, knock-out
2. Testimonials, Referrals and Recommendations
One of the best ways to build credibility is to let others do it for you.
Make it easy for your customers or clients to recommend you.
Use calls to action. Ask for referrals. This becomes easy when you make asking for referrals…
• Part of your habits and patterns
• Part of your contracts or sales agreements
• Easy – by placing a “Tell others about this product” call to action over your share buttons
• Part of your literature and presentations
• Part of your website
3. Customer Service
You’ve made the sale: Now you need to focus on follow up and customer service. Nothing destroys easily-won, enthusiastic trust quite as completely as a big let-down after purchase.
We’ve already talked about making the product download and utilization/implementation processes easy for your clients – but make sure you provide them with multiple, efficient, easy options for customer service too.
That includes helping your client or customer to…
• Easily access your site
• Find information she needs to find – quickly
• See instantly how to contact you, should she need to
• Understand how you (or your representative) will respond – and know how long she will have to wait before her issue is resolved
Outsourcing your customer service to someone who specializes in fast service and turnaround is a sensible option if you are selling many units of product, or serving clients to your maximum limit.
But you need to also introduce your clients and customers to that representative – and let them know how to reach her, positioning her as your own expert. You need to help instill trust in your representative – to boost your own credibility.
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