If you’ve been reading our past several posts, then we know how far you’ve come in creating a compelling sales story:

• You’ve clearly defined your ideal customer.  

• You’ve created copy that talks about THEM and not about YOU (was that hard to do?)  

• You’ve gone past the surface of the problem that started their search and identified their real problems

And they’re still listening. 

Hooray! You’ve got engagement. Pat yourself on the back because you’re ahead of most of your competitors.

But let’s face it, some of your competitors are actually pretty good. So, why should someone buy from you over them? Nope. It’s not about price. Sure, you need to be competitively priced. But that’s not why most people will choose you.  

Make note, those customers that buy based solely on price are not loyal.  

So, don’t get caught playing the price game!

Your ideal customers need to believe YOU are the right person to solve their problem. One way to do that is by showing empathy.

• Demonstrate that you have been in their shoes.

• Let them know you understand their pain and frustrations.

We automatically feel closer to someone who has shared experiences and knows how we feel.

In addition to knowing their pain, our ideal customer also wants to be assured you know what you’re doing. Not in a bragging way because customers don’t want to listen to you brag. Not to mention bragging turns the focus of the story back onto you. And you’ve spent too much time talking about your customer to let that happen.  

Instead, let the opinions of others or performance results do the talking for you.  

Social proof is a GREAT way to help your ideal customer understand the success you’ve helped others achieve. This includes testimonials well-positioned throughout your website.  

Side note: Testimonials are very powerful. And should be done in a particular way to be the most effective. Be on the lookout for a dedicated post on testimonials in the coming weeks!

Revenue growth statistics (or another similar metric) speaks to performance and the type of results you can provide a client.  

Example - “On average, our customers experience a 30% increase in revenue over four months.”

And the number of customers you’ve worked with is a great way to establish history.  

Example - “We’ve helped over 500 customers experience success”

By using empathy to establish a deeper connection with your ideal customer and social proof or performance statistics to demonstrate ability, you will stand out from your competitors. 

And win more business!