As a seller, it is crucial to overcome any doubts and suspicions that potential customers may have about your products and services. You have to be reassuring, and you need to present credible evidence about the quality of your products.
There are many ways to do this. You can create an impressive advertisement, write a highly convincing sales letter, offer links to third party online reviews, or present any certifications you may have received from independent organisations.
But your actions as a seller can be a more convincing argument as to the true quality of your products. And this is why you must have absolute confidence about what you are offering to your customers, if you want them to buy from you.
- Provide an accurate description of your product in your advertising copy, website and messages on hold recordings. There’s really no need to exaggerate your product’s capabilities and features. Your advertising should describe what your product actually does. This demonstrates your belief that your product can stand on its own features without deception on your part.Sometimes, a seller can even downplay a product’s capabilities so that they won’t be accused of misleading customers. This tactic can backfire as well, because it shows doubts on the part of the seller.
- Offer a money back guarantee or no obligation trial period. Often the most credible sign of a product’s quality is a guarantee. To be truly believable, the process of getting a refund should be simple and straightforward. There should be no questions asked, and there should be no exorbitant delivery charges that can prevent customers from exercising this option.
- Offer an extended warranty. The length of the warranty is always indicative of the quality of the product. An item with a one year-warranty is less credible than the same item with a 5-year warranty with no restrictions as to parts and labour.
- Don’t be afraid of real reviews. Some websites offer testimonials, but this tactic is no longer as credible as before. Customers realise that a seller can just pick and choose reviews or even make them up. If you are convinced of the product’s quality and features, you should allow reviews written by verified customers to be published on your website even if they are not entirely positive. You can address the various complaints in the comments section.
- Use the product yourself. Would you trust a car maker who doesn’t drive his own cars, or a shoe maker who wears a competitor’s shoes? Affiliate marketers, bloggers and business owners need to make assurances that what they recommend to their readers are products which they themselves use. Practice what you preach as they say!
And that also means you can only endorse one brand per category. For example, if you endorse a different lawn mower every month, then your credibility as an endorser will suffer.
Remember, as a seller you need customers to believe in your product so that they will trust you and buy it. And the first step for that to happen is to demonstrate that you believe and stand by your product 100%.
