3. Make Them Believe You Can Solve Their Problem

You need to earn your potential customer’s trust…and quick! When using websites you cannot afford to have long spiels about irrelevant experiences you’ve had etc - you need to establish your credibility for what you’re saying straight away.

Tell Them What You’ve Achieved In The Past

Are you fully qualified in the area you are selling? Written any published works relating to it? Any positive media publicity you’ve received? If so, put it in - it will all help!

Relate To Your Potential Customer

Is your potential customer’s problem one you once faced? Are you now offering them a solution as a direct result of an experience? Tell them if that’s the case and tell it in a story fashion - as I’ve said before everyone loves a story.

Gather And Use Testimonials

People want to know that other people have used your product and benefited. When it comes to using your customers’ feedback in your sales pitch you have to get the right blend of specificity and punch: not all testimonials are created with equal punch.

This is one testimonial received after the customer used my www.fastlet.com service:

The most effective testimonials highlight the benefits and results your customers have achieved after buying your product or service, so potential customers will see that you deliver what you say you will. If you haven’t got a testimonial then ask for one! If you can give your product away then do so in exchange for a testimonial (and make sure you get a good one!).

Add A Strong Guarantee

A strong guarantee shows you stand behind what you’re selling. This will reduce your potential customers suspicions and increase their chances of buying from you.

Take a look at my www.samedayreferences.co.uk service highlighting the guarantee:

By offering this guarantee you are giving credibility to your service and making a promise that appears too expensive for you not to fulfil!

4. Talk About Benefits As Well As The Features

Do you know the difference between a feature and a benefit? Let me enlighten you.

A feature is something specific to the product or service. So for example a TV being able to display images in colour has the feature of being colour.

A benefit is something the user actually receives from the feature. So in the colour TV example the benefit for the user is that they get to see a more true to life image than a black and white TV

Be sure to always include the benefits as well as the features. So for example:

• Feature: super concentrated washing up liquid for intensive cleaning.
• Benefit: eat off cleaner plates and get them clean in half the time leaving you to do the things you really want.
• Feature: electric windows with child safetly sensors.
• Benefit: get peace of mind knowing that your child never risks serious injury.

 

I source profitable investment properties for clients so if I were to write keywords relating to the features and benefits of my service my worksheet may look like this:

Features	Benefits
ProfitableWe negotiate for youUse my expertiseAccess off the market dealsUse my existing reliable solicitors, brokers, letting agents	Saves you timeHandhold you through the processNo need to get your hands dirtyGet the job done correctlyProvides secure retirement incomePeace of mind

Then I would include the above features in my website and emphasise the benefits that my service brings to them, hoping along the way I would connect with them through my sales pitch so that they pick up the phone to call us or email us for further information.