E-commerce Link: Build Confidence

PetRelocation.com’s blog regularly posts Pet Travel Questions and Pet Travel News in order to share important relocation information with all customers and prospects, boosting their confidence in the service.

Happy customers regularly post photos of their successfully relocated pets on PetRelocation.com’s Facebook page.

To build sales, you have to move beyond engaging customers with social media

Creating sales with social marketing campaigns demands creating confidence in customers. It requires the marketer to offer prospects results in advance. So, if you’re busy engaging customers with “authentic content that adds value” or “engaging social media campaigns” please stop and listen up.

Being known, liked and trusted enough to earn the investment of fickle customers demands giving them the confidence they need to buy. Everything else is just wasting precious time.

Again, I don’t just make this stuff up. I practice what I preach after having learned from extraordinary marketers. People like Rachel Farris, director of operations at Austin, Texas-based PetRelocation.com. She’s bringing in tens of thousands of dollars in new customers each month using Facebook and blogging.

Now do I have your attention?

Selling Confidence
PetRelocation.com is a white glove service provider specializing in helping people in transition get their pets safely relocated to overseas locations. We’re talking pigs, horses, snakes, monkeys—you name it, PetRelocation.com will relocate the animal safely and securely with all the paperwork. Yes, paperwork. Many foreign countries require extensive paperwork on pets, as well as quarantining periods.

The more I got to know Farris, the more I heard about all the potential nightmares for pet owners. In fact, Farris insists she’s not really selling a service. She says PetRelocation.com is selling confidence.

You see, many of her clients are scared stiff that successful relocation of a pet can even happen. They’ve got so many worries that ultimately Farris says making the sale is not really about cost or the quality of services her team provides. The biggest obstacle to selling her service is getting her clients to believe that their pets can be relocated without stressful problems.

The Power of Experience
Most service providers find themselves in this exact situation: Selling an experience. Unlike selling a product (a near-term result), most service marketers sell a longer-term promise. So here’s what Farris does to meet the challenge. (Please remember: Keep your business in mind as I tell her story. Think about how your customers feel when you’ve delivered what you said you would and they’ve experienced the outcome.)

Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.




Related Content