Let’s face it when it comes to spending our money, we all want to make sure that it is worth it.  As a provider of products and services, after we answer the question, “What’s in it for me?”, we must be able to answer these questions that are in the prospect’s mind: “Will this really work for me?”  and “Is it worth it?”   Naturally our prospects want to be certain that they will be happy they spent their hard earned money before they say “yes” to what we are offering. 

So what are some ways to give our prospects a strong reason to believe that they will be happy going ahead with the purchase? 

1. Tell them a story.  A story about how you helped a client in a similar situation can be very powerful.  The prospect’s thinking is “If this can work for someone like me, it will probably also work for me.”  You want your story to contain three parts: (a) what the situation was before you worked with the client, (b) what you did for them or what your product did for them (without giving too much detail – in other words, keep it brief), and (c) what happened as a result of your work or product.

2. Testimonials / References.  This is similar to telling them a story but you let the client recount their experience with you either in written or verbal form.  This is effective because the client really has nothing to gain by you making the sale so it will appear much more objective to the prospect.  Hearing directly from one of your existing clients often raises the credibility that what you do has great value.

3. Free samples / consultations.  Here you give the prospect an opportunity to experience your product/service before they commit to buy.  For example, I’m much more willing to buy a whole bunch of chocolate chip cookies from Mrs. Field’s if I get to try one first and then be certain that I will like them.  Service providers can do the same thing by offering free consultations.  In essence, they give their prospects an opportunity to experience what it would be like to work with them.

4. Money-back Guarantee.  This is a classic risk-reversal strategy.  Here prospects can try out the product/service for a period of time and if they are not happy with the results, they can get their money back.  These guarantees can be very effective because it takes buyer’s remorse out of the equation.  Many providers are hesitant to offer these types of guarantees because they feel people will take advantage of them.  The truth is that if you have a great product/service, then far more people will feel comfortable going ahead with the sale than the few that want their money back.

5. Let Them Know About Your Niche.  If you focus on a very specific target market, you can use this to give the prospect a reason to believe.  For example, if you work exclusively with business owners that sell hot tubs, you most likely know the common challenges and industry issues a hot tub salesman deals with day in and day out. This could be very appealing to the hot tub business owner.  People usually like to deal with specialists and experts rather than generalists.

6. “Tried and True”.  The tried and true statement emphasizes that this product/service or your business has been around a long time and has consistently provided results.  It is common for people to feel like something that has worked over a long period of time will continue to work.

7. Social Proof.  If your product/service has helped “thousands of people like you”, it will carry some credibility for the prospect.  We often believe that if a lot of people use a product/service and like it, we should be using it too and will also be happy with the results.

8. Research Results.  You probably remember the classic commercial that touted “4 out of 5 dentists recommend sugarless gum for their patients who chew gum.” Any type of research findings, surveys, or scientific studies about how well your product/service works can provide a strong reason for the prospect to believe.

9. Credentials.  Depending on your type of business, credentials can count for a lot.  Our culture is one that puts much weight on certifications and credentials.  So if you have them, show them!

    

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