How many times has this happened to you? You walk into a business, and there he is—perfectly groomed, flashing a polished smile. Within two minutes, he’s made grand promises and practically offered you the stars if you buy his product. You raise an eyebrow and think, “Yeah, right.”
The gap in trust between consumers and salespeople is nothing new. It’s clear they want to make a sale—which is fair—but it would be nice if they genuinely cared about your needs too.
Let’s face it: customers are unlikely to buy unless they believe you’ll deliver. Fortunately, there are three simple ways you can build that essential trust and increase your chances of making the sale.
1. Let Previous Customers Do the Talking
Nothing is more convincing than a happy customer. Testimonials offer credible, real-world proof that you do what you say. But not just any testimonial will do.
Choose testimonials that are detailed and highlight specific aspects of your service. For example, “Thanks for your help!” is kind, but “Thanks for spending two hours with me yesterday—your personal attention meant a lot” is far more impactful. It shows your dedication and makes future clients more confident in your commitment.
Always ask permission before using someone’s words in your marketing. If possible, include their first name, occupation, and city—these details help make the testimonial more authentic and relatable.
2. Be Specific in Your Claims
Vague promises like “fast, easy, and affordable” are easy to ignore. Instead, make concrete, believable claims.
For instance, “Order Today! It’s Fast, Easy, and Cheap!” becomes much more persuasive when you say, “Order Today! Fill out our 7-step form in just 2 minutes and save 20% instantly!”
Interestingly, people tend to trust numbers with decimals more than whole numbers. So even if you’re offering a 20% discount, consider saying “Save 19.8%” to make it seem more precise and credible.
3. Keep It Real
If it sounds too good to be true, most customers will assume it is. Exaggerated claims not only sound suspicious, but they also destroy your credibility.
Here’s a better strategy: underpromise and overdeliver. If you set modest expectations and exceed them, customers will be delighted. This approach turns one-time buyers into loyal repeat clients.
When customers trust you, they’re more willing to buy from you—and that means more sales, better reviews, and greater profit in the long run.
By focusing on transparency, specificity, and authenticity, you’ll turn skeptical browsers into loyal customers. Use these three tips to not only increase your sales but also build long-term credibility and brand loyalty.
