| Prospects buy from you because they want to | | | | Develop the habit of asking you customers and |
| enjoy thebenefits produced by your product or | | | | clients fortestimonials. Then use them in all your |
| service. Their desirefor those benefits makes them | | | | marketing efforts. |
| want to believe everything youtell them. But | | | | TIP: Get permission from your customer to include |
| skepticism makes them reluctant to buy. Whentheir | | | | their realname and address with their testimonial. |
| skepticism is greater than their desire -- you losethe | | | | Testimonials fromreal people are more believable then |
| sale. | | | | anonymous testimonials. |
| You can get more sales from prospects by reducing | | | | INTERNET MARKETERS: Testimonials are highly |
| theirfeeling of skepticism -- AND by increasing their | | | | effective forbuilding your credibility online. Don't limit |
| desire foryour benefits. Here's how... | | | | their use toweb pages promoting the product or |
| HOW TO REDUCE YOUR PROSPECT'S SKEPTICISM | | | | service mentioned in thetestimonial. Include a few on |
| Your prospects bought things in the past that didn't | | | | your home page too. |
| producethe promised results. It's natural for them to | | | | HOW TO INCREASE YOUR PROSPECT'S DESIRE |
| be skepticalof your offers and promises. Here are 2 | | | | Convert the benefits provided by your product or |
| techniques you canuse to overcome their skepticism. | | | | serviceinto vivid word pictures. Put your prospect in |
| 1. Eliminate Risk | | | | the pictureby dramatizing what it feels like to be |
| The main cause of your prospect's skepticism is their | | | | enjoying thosebenefits. |
| fearof loss. They don't want to risk losing money if | | | | Be specific. If you sell financial products, describe |
| yourproduct or service doesn't produce the results | | | | whatit feels like to enjoy an affluent lifestyle without |
| they expect. | | | | debt. |
| You can eliminate that fear by guaranteeing | | | | If you sell boats, describe what it feels like |
| theirsatisfaction. Offer to refund the buyer's money | | | | cuttingthrough the waves with your friends onboard. |
| if theydon't get the results you promise. | | | | If you offer an |
| A money back guarantee is a powerful sales tool. But | | | | MLM or other home-based business opportunity, |
| it maynot be practical for you if you sell a service. | | | | describe whatit feels like to work at home without a |
| You can'trecover all the time and labor you already | | | | boss. |
| invested in ajob. Instead of a money back guarantee, | | | | IMPORTANT: Be sure your word pictures are |
| provide a guaranteeto continue performing services | | | | dramatizingbenefits and not describing features. |
| until your customer issatisfied with the results. This | | | | Customers are notinterested in the new high tech |
| eliminates your customer'sfear of loss without | | | | insulation used in yourpicnic cooler (a feature). They're |
| creating a big risk for you. | | | | only interested in beingable to enjoy ice cold |
| 2. Provide Proof -- Include Testimonials | | | | beverages all day long when they'reoutside on a hot |
| Another powerful tool you can use to overcome | | | | day (the benefit). |
| yourprospect's skepticism is testimonials from | | | | Use the techniques in this article to help your |
| satisfiedcustomers. They provide evidence that you | | | | prospectsreduce their feeling of skepticism and |
| lived up to yourpromises in the past. Testimonials | | | | increase their desirefor your benefits. Once their |
| promote your prospect'sconfidence in you and in the | | | | desire is greater than theirskepticism -- you'll gain a |
| claims you make about yourproduct or service. | | | | new customer. |