GET MORE SALES BY REDUCING SKEPTICISM AND INCREASING DESIRE
Prospects buy from you because they want to enjoy the benefits
produced by your product or service. Their desire for those
benefits makes them want to believe everything you tell them.
But skepticism makes them reluctant to buy. When their
skepticism is greater than their desire -- you lose the sale.
You can get more sales from prospects by reducing their feeling
of skepticism -- AND by increasing their desire for your
benefits. Here's how...
HOW TO REDUCE YOUR PROSPECT'S SKEPTICISM
Your prospects bought things in the past that didn't produce the
promised results. It's natural for them to be skeptical of your
offers and promises. Here are 2 techniques you can use to
overcome their skepticism.
1. Eliminate Risk
The main cause of your prospect's skepticism is their fear of
loss. They don't want to risk losing money if your product or
service doesn't produce the results they expect. You can
eliminate that fear by guaranteeing their satisfaction. Offer to
refund the buyer's money if they don't get the results you
promise.
A money back guarantee is a powerful sales tool. But it may not
be practical for you if you sell a service. You can't recover
all the time and labor you already invested in a job. Instead of
a money back guarantee, provide a guarantee to continue
performing services until your customer is satisfied with the
results. This eliminates your customer's fear of loss without
creating a big risk for you.
2. Provide Proof -- Include Testimonials
Another powerful tool you can use to overcome your prospect's
skepticism is testimonials from satisfied customers. They
provide evidence that you lived up to your promises in the past.
Testimonials promote your prospect's confidence in you and in
the claims you make about your product or service.
Develop the habit of asking you customers and clients for
testimonials. Then use them in all your marketing efforts.
TIP: Get permission from your customer to include their real
name and address with their testimonial. Testimonials from real
people are more believable then anonymous testimonials.
INTERNET MARKETERS: Testimonials are highly effective for
building your credibility online. Don't limit their use to web
pages promoting the product or service mentioned in the
testimonial. Include a few on your home page too.
HOW TO INCREASE YOUR PROSPECT'S DESIRE
Convert the benefits provided by your product or service into
vivid word pictures. Put your prospect in the picture by
dramatizing what it feels like to be enjoying those benefits.
Be specific. If you sell financial products, describe what it
feels like to enjoy an affluent lifestyle without debt. If you
sell boats, describe what it feels like cutting through the
waves with your friends onboard. If you offer an MLM or other
home-based business opportunity, describe what it feels like to
work at home without a boss.
IMPORTANT: Be sure your word pictures are dramatizing benefits
and not describing features. Customers are not interested in the
new high tech insulation used in your picnic cooler (a feature).
They're only interested in being able to enjoy ice cold
beverages all day long when they're outside on a hot day (the
benefit).
Use the techniques in this article to help your prospects reduce
their feeling of skepticism and increase their desire for your
benefits. Once their desire is greater than their skepticism --
you'll gain a new customer.