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If your customers feel unsafe you won´t seal the deal – here´s how to do it

Sometimes it's difficult to reach a customer. All goes well for a while, but then something goes wrong at the very last minute. Your customer is suddenly afraid of a lot of things. That it's not a good deal, that there's no return policy, bad service arrangements and ... The list goes on. And on ...

Your job is to make every customer feel sure that you are the right supplier.
This is what you can do to turn uncertain customers into secure customers:

1. Ask customers what they want
Ask your uncertain customers what they need, what they don't like about your product or service. Show a genuine interest in solving any problem they seem to have. Chances are that your competitors are not doing it the same way when customers do business with them. If you take the time to ask, you'll get first hand information. The insecure client has a need to vent his/her insecurities – listen.

2. Tell us why
Your insecure customer is wondering why. Why is it so expensive? Why is it so cheap? Why is it on sale now? Why should I buy from you and not your competitor? Why is it free? If you're smart, you can answer these questions before they are even asked, then your doubtful customer gets a chance to concentrate more on what you say than to worry.

3. See what they can lose
Doubtful customers are struggling harder to avoid losing something than they are to win something. People hate losing money, peace of mind, security and many other things. Make sure that the customer gets to know what they will lose if they don't buy NOW.

4. Make it easy for the insecure to believe in you
Put yourself in the customer's situation. What would cause you to be sure that you deliver? Are references needed – get them! Is it stronger guarantees that would get the job done - arrange it. Offer the customer proof that they are making a good purchase.

5. Give them more than they expect
Since most people just do exactly what is needed for anything to work (yes, they do) then you have a great chance if you take your business a bit further. The uncertain customers expect to hear a sellers promises and not believe in them. The insecure client thinks somewhere deep down that he/she will be disappointed. If you can neutralize this with more than words, it's good. Why not stick a piece of paper in the hand of the customer with the guarantees in three simple points instead of hidden in the fine print.

6. Don't promise too much
It's easy to get too cocky and start promising too much when you feel the pressure. The insecure client expects this and he/she is too experienced to fall for the fair promises of amazing products. It may even be good for you to tell the customer that your product isn't flawless, that it can't do everything. This will create credibility when you tell the customer what great qualities your product really has to offer.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.