I want to share with you a concerning trend involving your prospects’ trust and what you can do to fix it.
We are indeed seeing issues involving trust from buyers right now. Who can blame them? It’s an incredibly volatile marketplace and it’s going to continue this way for some time. However, it’s important for us to recognize that buyers currently lack trust not necessarily because they lack trust in you, but because they lack trust in themselves.
This is a subtle difference that I think is important for you to recognize because, ultimately, buyers that don’t trust themselves to make a decision often do nothing. You don’t lose to the competition. You just lose to a “no decision.” So, how can we help buyers trust themselves more?
Case Studies and Referrals
One of the best ways to help buyers trust themselves more is through case studies and referrals. Buyers will start to trust their own judgment and ability to make a decision when they can talk to peers—people like themselves who have gone through similar challenges, who can talk them through the pros and cons of doing business with you, the things they need to leverage, and the successes that they’ve had.
In particular, here are three effective ways to deploy these case studies and referrals:
- Documents: provide written case studies and testimonials that they can read on their own time.
- Videos: show video evidence of clients enthusiastically talking about the solutions that you’ve provided.
- Face-to-face meetings: introduce them to your customers and have them schedule a face-to-face meeting if possible.
Accomplish these and I assure you your buyers’ trust will increase and they will feel more confident in their abilities to make a decision.
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