With the Internet, the Buyer is in Control
With the influx of information available on the internet, businesses and consumers are spending more time researching the products and services of different companies before they buy. The buyer wants to know they are getting the best prices, the best products and the best services they can and with the internet, they have a choice of many different companies. Because of this abundance of information, the buyer is in truly in control of the buying process.
So when the buyer is in control, how do you make sure they choose you?
The best two sales and marketing techniques I have found to make sure a buyer chooses your company for their end product and service needs are...
- Reliably publish valuable and informational content about the product and/or service you are trying to sell and
- Utilize your customer reviews and testimonials.
Why Content and Reviews Matter
To make it simple: People want to do business with people and companies that they like and trust.
With the internet taking out the person-to-person aspect of a sale, you must find other ways to build that trust and likability factor.
Reliably publishing content does several things for the relationship between your company and potential consumer.
- Content should be valuable and informational with little to no sales pitch behind it. While consumers are researching your products and services, provide them with insight to your type of product or service that they might not be able to get anywhere else. Being true and authentic with your information will help gain trust from your consumer because they know you can help them solve their problem(s).
- Publishing content helps build credibility and thought-leadership. Consumers want to know that they are purchasing their products and services from someone who knows what they are doing and talking about. This content should clearly demonstrate your knowledge of the subject, whether it be a specific product or service or even just the industry that you are in. This, again, builds trust with a consumer.
- Don't be afraid to have fun with your content! Buyers want to do business with people they like and will often consider purchasing a product or service from a company with a higher price because they simply like that company better than another. Appeal to your audience with your valuable information, but also make sure to engage them with questions, personal stories or even just a funny picture so that they remember you.
Reviews and Testimonials
If a buyer is not going to read your content, the least they are going to do is read your reviews. Not every business highlights their reviews and testimonials though which is not ideal for a buyer looking to potentially do business with your company.
- Word-of-mouth is still a huge thing, even with the internet. Consumers are more likely to believe another buyer of your products and services about your business than they are to trust the marketing person who publishes your content. This makes reviews and testimonials extremely powerful when it comes to building trust with a potential buyer.
- Bad reviews aren't so bad! Businesses are constantly afraid of a bad review and rightfully so, but they won't ruin your business. No company, product, or service is perfect. Although all perfect reviews on your website may seem... well... perfect... nobody is going to believe it. So what do you do when you get a bad review? Address it and fix the problem! When a potential consumer sees that you were responsive to a problem and took the steps you needed to make another consumer happy, they are going to trust that your loyalty and interest remains with a buyer, even after the sale has happened. This ups your company's likability factor as well.
There are many things that can be done to further make sure a buyer chooses your products or services but these two sales and marketing initiatives are a start. Give the buyer reasons to trust you, like you and ultimately choose YOU.
What are some other ideas to help build trust and likability in an online setting?
How does your company make sure a potential consumer chooses you?