Build Credibility to Convert
Today’s consumers are bombarded with countless marketing messages trying to sell them everything under the sun. As a consequence, most people filter out as many of these messages as possible, notes Jim Murphy, CEO of Murphy Communications in Upper Darby, Pa. Murphy offered his expertise at the Marketing Magic: Successful Strategies in Online and Offline Direct Marketing seminar sponsored by the Philadelphia Direct Marketing Association in November 2006. One way to cut through the clutter, says Murphy, is to focus squarely on what your product or service can provide for your customer, and be convincing enough to make the customer a true believer. After all, he argues, credibility is one of the keys to conversion.
“The conviction of the salesperson—how much you truly believe the product or service will be of immediate benefit to the customer—is key to capturing their interest and attention” says Murphy.
To build trust and credibility with prospects, Murphy suggests offering strong guarantees of satisfaction, product demonstrations, testimonials and case studies, news articles, whitepapers—any and all evidence you can use to build your case.
“When the customer is convinced that you believe wholeheartedly in your product and its benefits to them, and you’re willing to back it up with solid guarantees, only then do you get … one step closer to a sale,” he explains.