The less familiar the buyer is with us, the more contacts it takes for his actions to align with our goals. Familiarity is so powerful that a buyer will generally take our call even in the absence of an immediate need for our product.
One of the reasons professional marketers use celebrity endorsements, portray people who look and sound like the prospect in letters and ads, and include testimonials from customers is that it has the effect of increasing familiarity, trust and credibility.
It is also why a referral from someone who knows your buyer well is so much more powerful than a referral from someone with whom your buyer has little or no relationship. Let’s call it “trust transference.” Someone the buyer trusts already did the legwork, developed the knowledge and trust.
Want to get in the door of a business or to build trust more quickly? Figure out who you know nearby of equal or greater status to the person with whom you’re trying to develop a relationship and drop their name into your conversation.
Done correctly, this applies the following complex persuasion tactics in a very simple way.
1. Public Opinion
2. Familiarity
3. Credibility
4. Exclusivity
5. Celebrity
6. Authority
7. Referral
You can download a report showing this relationship and more at http://bit.ly/aJaDax.
Be the Hero,
Mark
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Mark H Daniels is a B2B and B2C sales strategist, coach and copywriter helping people and businesses present themselves in print, in person, and on the web in a way that has prospects and customers making decisions in their favor and saying “thanks.”
Download the full report “28 days and 28 ways to more consistent revenue- the new ABC’s of selling in the 21st century” here: http://bit.ly/aJaDax
Learn more about why companies seek Mark’s services and what My Sales Hero does at http://www.mysaleshero.net/. Contact Mark by email at mark@mysaleshero.net or call 732-417-0680.
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