EnTrends

Prospects buy from you because they
want to enjoy the benefits produced by
your product or service. Their desire for
those benefits makes them want to believe
everything you tell them. But skepticism
makes them reluctant to buy. When their
skepticism is greater than their desire --
you lose the sale.

You can get more sales from prospects by
reducing their feeling of skepticism --
AND by increasing their desire for your
benefits. Here's how...

HOW TO REDUCE YOUR PROSPECT'S
SKEPTICISM

Your prospects bought things in the past
that didn't produce the promised results.
It's natural for them to be skeptical of your
offers and promises. Here are 2
techniques you can use to overcome their
skepticism.

1. Eliminate Risk

The main cause of your prospect's
skepticism is their fear of loss. They don't
want to risk losing money if your product
or service doesn't produce the results
they expect. You can eliminate that fear by
guaranteeing their satisfaction. Offer to
refund the buyer's money if they don't get
the results you promise.

A money back guarantee is a powerful
sales tool. But it may not be practical for
you if you sell a service. You can't

recover all the time and labor you already
invested in a job. Instead of a money back
guarantee, provide a guarantee to
continue performing services until your
customer is satisfied with the results. This
eliminates your customer's fear of loss
without creating a big risk for you.

2. Provide Proof -- Include Testimonials

Another powerful tool you can use to
overcome your prospect's skepticism is
testimonials from satisfied customers.

They provide evidence that you lived
up to your promises in the past.
Testimonials promote your prospect's
confidence in you and in the claims you
make about your product or service.

Develop the habit of asking you
customers and clients for testimonials.
Then use them in all your marketing
efforts.

TIP: Get permission from your customer
to include their real name and address
with their testimonial. Testimonials from

real people are more believable then
anonymous testimonials.

INTERNET MARKETERS: Testimonials
are highly effective for building your
credibility online. Don't limit their use to

web pages promoting the product or
service mentioned in the testimonial.
Include a few on your home page too.

HOW TO INCREASE YOUR
PROSPECT'S DESIRE

Convert the benefits provided by your
product or service into vivid word
pictures. Put your prospect in the
picture by dramatizing what it feels like
to be enjoying those benefits.

Be specific. If you sell financial
products, describe what it feels like to
enjoy an affluent lifestyle without debt.
If you sell boats, describe what it feels
like cutting through the waves with
your friends onboard. If you offer an

MLM or other home-based business
opportunity, describe what it feels like to
work at home without a boss.

IMPORTANT: Be sure your word
pictures are dramatizing benefits and not
describing features. People don't really
care about the new high tech insulation
used in their new picnic cooler (a
feature). They just want to be able to
enjoy ice cold beverages all day long
when they're outside on a hot day (the
benefit).

Use the techniques in this article to help
your prospects reduce their feeling of
skepticism and increase their desire

for your benefits. Once their desire is
greater than their skepticism -- you'll gain
a new customer.

Bob Leduc retired from a 30 year career of
recruiting sales personnel and
developing sales leads. He is now a Sales

Consultant. Bob recently wrote a manual
for small business owners titled "How to
Build Your Small Business Fast With

Simple Postcards" and several other
publications to help small businesses
grow and prosper. For more information...

mailto:BobLeduc@aol.com?subject=Post
cards

Phone: (702) 658-1707 (After 10 AM
Pacific time)

Or write: Bob Leduc, PO Box 33628, Las
Vegas, NV 89133