You Need to Establish 4 Types of Trust With Prospects Before They Can Buy From You
You need to establish 4 types of trust with prospects before they can buy from you:
1. They need to trust that you know what you’re talking about.
That’s subject-matter expertise and you establish that by sharing videos of you answering questions your prospects care about.
2. They need to trust that you can get the results you’re promising.
That’s credibility and you establish that directly by sharing case studies and customer interviews and indirectly by sharing your company’s growth (hiring posts).
3. They need to trust that they will like working with you.
That’s rapport and you establish that by bringing your personality into your videos, by sharing anecdotes and stories from your (work) life, by making people laugh.
4. They need to trust that you’ll stick around.
You can’t fake this one. If you’re a young company, don’t pretend. But if you’ve been in the industry for a long time, use it, talk about your history and background.