From the Desk of Joe Prospect
How do you get your prospects to trust you?
This really is the million dollar question. When it comes right down to it, selling is all about getting your prospects to trust you.
So what makes me trust you more than the next guy who is selling your product or service?
Let’s assume that I have not met you personally and you have to get me to trust you enough to want to talk to you. The only way you can do that is through your marketing communication.
Here are the things that make me trust you.
The most important factor in your marketing that will get me to trust you is consistency.
You have to continue to mail, email and/or call me on a consistent basis.
When you put your message in front of me consistently I come to view you as believable and stable.
If you believe in your message strongly enough to keep repeating it over and over again, I will come to believe it too. And I will see your company as being around for the long haul in a world where everything comes and goes in a flash.
And it is not enough to just keep sending me some kind of marketing communication. The main message you are communicating to me must be consistent too. You have to stake out your position as being different from your competitors and whatever marketing message you choose—-you have to stick to it. If you are going to hang your hat on better service then tell me over and over and over again that you have better service. If you believe that you have better technology than your competitors then tell me that over and over again.
Your marketing doesn’t have to be flashy—just plant your flag and stick to it! In a fleeting world of ever changing values, broken promises and flavor of the month attitudes, I just want to know that somebody truly stands for something and doesn’t waffle around all over the place.
Putting the same main marketing message in front of me consistently is critically important, but you also need to think about what I need to see in your message so that I will come to trust you.
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