But the truth is, people get more skeptical every day.
Too many businesses have taken advantage of consumers, not to mention their own banks.
When the consumer shops for something they are unfamiliar with, their first instinct is to Run! The way to earn trust from someone who doesn't know you and assuming you are not a trusted Authority in your business like a Best Buy is to deal with negatives they may encounter in or after the transaction.
We see it on TV commercials dealing with prescriptive drugs.
If people are allowed to weigh the features they want with the negative aspects they may have to endure, they are capable of making the decision.
What happens in your presentation when you are pointing out all the advantages and none of the disadvantages? The customer's imagination is running wild.
Very few people are skilled enough to provide the information in a convincing manner without arousing suspicions.
This includes websites.
A conversion rate of 10% is considered excellent for transforming a visitor to a buyer, which is frightening low.
Brian Tracey, one of the best "Sales" gurus I have found, has several CD's on closing the sale.
He talks about developing trust and preparing for overcoming the objections when you try to close.
There are always objections to overcome.
And depending upon your skill and your willingness to overcome objections at least 5 times, you will close or not close the sale.
He points out that most salespeople never attempt one close.
Like a lot of websites, they assume the person will be in awe by the presentation and just hit the order button.
A successful commercial broker once told me he presents all the negatives up front and if the client accepts them at that time, the sale is usually successful.
If he didn't present them and one of the points comes up as a surprise later, the sale usually fails.
This is evident when you try to close at the end of your own presentation.
If you haven't successfully addressed their fears, they are reluctant to reveal them.
"I'll think about it", they say or think as they escape.
This, by the way, is the number one reaction to most website proposals and why websites try so hard to get emails.
Let's address everything they may be thinking, up front.
You should: 1.
Understand what the main objections or worries are about buying your product or service.
Understand what the main objections are about hitting the "Order" button for anything.
Understand what the main objections are about dealing with you.
And then decide the best way to uncover these objections.
One of the best ways to deal with them on line is to put them all in the FAQs and put the FAQs close to the top of your Sidebar or Menu Bar.
The reason the FAQ is a good forum is because it tells visitors what the most frequent questions by other people engaged with you may have been.
They are thinking that others may have the same concerns or maybe brought up something they had not thought of asking.
The questions obviously don't have to be questions someone really asked.
The deepest fears people have are in the three areas I mentioned above.
Your visitors see that other people shared their fears and that you are making these fears public.
You are directly responding.
There is nothing to hide.
How does that make the visitor feel? Somewhat Relieved.
Your prospect realizes their fears are not just their own and you have acknowledged, anticipated, and answered them.
You're on the same page.
So if you have addressed their fears.
What's holding them back? If they have any fears worse than what you have already suggested, invite them to immediately call or email their question.
It shows you are not a buyer beware sales organization.
You are trying to address and solve the issues that cause customer dissatisfaction.
You're one of the good guys.