"In most cases, after you have introduced yourself and your product or service your [prospect] is thinking, "Yeah, sure he can fix my problem. That's what they all say." So now it's important to hit them right away with the reason why you can be trusted."
Excerpted and adapted from 12-Step Foolproof Sales Letter Template by David Frey
At this point of the 12-step process it is time to reinforce your credibility by stating your credentials. I say "reinforce" rather than "establish" because the reality is that you have been establishing your credibility all throughout steps one, two, and three. You already got your prospect's attention, know their problem, speak their language, and presented a way to fix their problem. That is all huge.
What your prospect is looking for now is validation that they are not your guinea pig. Can you provide any proof that you have been down this road before, ideally successfully? Frey lists five ways that you can present credentials:
- Successful case studies
- Prestigious companies (or people) you have done business with
- The length of time you've been in your field of expertise
- Conferences where you have spoken
- Important awards or recognition
Let's look at some examples of these. I will pick on myself.
Case Studies
Stalin reportedly said, "One death is a tragedy; one million is a statistic." The point is people latch onto the story of one. A case study can present a powerful story of how you have helped one customer be successful.
Companies You Have Done Business With
Share some examples of (prominent) companies that you have worked with and what you helped them accomplish. This could be anything from simply displaying their logos to writing up a case study on their success.
How Long You Have Been In The Field
Let your prospect know how long you have been in business or how much experience you or your team has in your field.
Speaking Engagements
Share some information about speaking engagements you do or have done. Saying your an expert is one thing. Getting up in front of a group of people and showing why you are is quite another. Your prospect will respect that.
Important Awards Or Recognitions
Let your prospect know what awards, recognition, accreditation, or reviews you or your business has earned.
Case studies and customer reviews will be covered more closely in Step 6.
It might not be necessary to incorporate all of these elements into your site. You just want to meet your prospect where they are and relieve their doubts about your ability to fix their problem.
Do Not Introduce Doubt
Have you ever "had a sale" but then kept talking and eventually talked your prospect right out of the sale? I have. It's really silly. That can happen here. Remember you are looking to relieve doubt, not introduce it.
If there is an area where you could make a claim, but for which your prospect had no cause to doubt, then presenting that claim might introduce doubt. Just leave it alone.
Also, if your claim is not impressive, such as saying "In business since 2014" in 2014 or an automated e-commerce system that says "0 products sold" before you actually sell any product, leave it out and use a different claim that is impressive.
Present Your Credentials
Step 4
Need help optimizing your website?
