Fear is the most powerful motivator in the animal kingdom and make no mistake your prospective clients are in a decision-making jungle when selecting among the many providers in your market. Your ability to overcome buyer resistance will have an immediate and positive impact on your website sales.
Before we dive into a discussion of a few tools to overcome buyer’s remorse let me say that you must first be confident in the quality of your service and the way you deliver that service to have the confidence to put these tactics into motion. Consider the following as you build or revamp your website copy:
- Guarantee: Offer a no questions asked money back guarantee or a make-right deal for your customers.
- Free trial: Let prospective customers try your service before they buy.
Bite sized chunks: Similar to the free trial offer you provide prospects with a free piece of your offering. For example if you run a paid employment site offer prospective employers 5 free resume searches.
- 24 hour customer service: Knowing that there will always be someone a phone call, email or forum post away from solving their post purchase problem goes a long way toward comforting the resistant buyer.
- Referrals: People look to others to help them make decisions, so get ahead of the process by building a referral system that proactively introduces your company to the friends of your clients and business partners.
Fear of wasting money on a bad decision overrides the interest generated by your stated benefits. To bring prospective customers around you must be prepared to overcome their resistance.
How do you overcome the resistance?