How to communicate you believe in what you sell

On a recent Sunday, as I was driving home from church, something caught my attention in the middle of our town.  Our community has a lot of historic and older homes that are well taken care of.  Some are from the 1600s and 1700s which makes them highly interesting to look at.

As I was driving down Maple Ave., appreciating the nice day and impressive architecture, I noticed that someone had set up a flower stand in their front yard and they had some beautiful bouquets and other arrangements for sale.  Immediately, I felt compelled to pull over and purchase something that I could bring home to my wife.

I walked up to the stand and greeted the woman who was running it.  Her name was Danielle and I asked her to help me pick out a bouquet that she thought my wife might enjoy.  As we discussed a few options, she told me that this was a new business for her.  She enjoyed growing and caring for flowers and was in the process of getting a website created to showcase what she had for sale.

Her enthusiasm for her business was contagious, and I could tell she knew a lot about the flowers she sold.  She also asked me good questions about what colors and flower types my wife tended to enjoy before suggesting a particular bouquet.  Then, after I paid for the arrangement she recommended, she gave me an additional centerpiece to take home for free.

My wife loved the bouquet.  She told me it was perfect, and when I described the other options that I could have selected, she confirmed that Danielle’s recommendation was spot on.

It’s obvious to me that Danielle loves what she does.  It’s also clear that she believes in her product.  This was the first time I ever met her, and our interaction only lasted a few minutes, but there were so many obvious signs that made it clear that I was going to be happy with the purchase I made from her.  The way she communicated made me feel confident in her business overall.

When you’re building an online platform and filling it with services, products, or memberships to offer potential customers, be mindful of how you carry yourself and what you communicate.  Communicating genuine belief in your product is crucial for building trust and credibility with potential customers, and I’d like to suggest a few simple but effective ways that you can convey sincere belief in your product.

First of all, make sure you know your product inside out. Thoroughly understand the features, benefits, and unique selling points of what you’re offering. This deep knowledge will naturally reflect your confidence when you begin discussing and promoting it.

Be sure to use personal experiences and stories.  Don’t be afraid to share personal anecdotes and stories about how your product has made a positive impact on your own life or the lives of others. These real-life examples demonstrate your genuine belief and create an emotional connection with your audience.  I’m convinced that the human mind is wired to understand and appreciate what’s told in story form.

Be passionate and enthusiastic about what you’re offering. Use energetic and positive language to convey your excitement. Your passion will be contagious and can help build interest and trust in what you sell.  It was very obvious to me that Danielle was passionate and enthusiastic about the flowers she sold.  This was more than a business for her.  It was her way of making the lives of others better.

When appropriate, provide evidence and data to back up what your products can do. This could include customer testimonials, case studies, or statistics that highlight the value and benefits of your product. Factual evidence enhances your credibility and reinforces your belief.  It’s also good to have this data committed to memory.

Sell with integrity by being forthright about what your product can and cannot do.  Demonstrate honesty and transparency by openly discussing any limitations or drawbacks of your product. This shows that you are confident enough to address potential concerns and helps build trust with your audience.

Don’t be afraid to offer guarantees or trials.  I almost always do this.  Providing guarantees or offering trial periods for your product can help alleviate any doubts or reservations potential customers may have. This demonstrates your belief in your product's quality and gives people the opportunity to experience its value firsthand.  I put guarantees behind just about everything I sell.  I don’t bother to sell something if I’m not convinced it’s going to work, and I prove that by putting my money where my mouth is.

Keep in mind, genuine belief in your product isn’t just about marketing tactics; it should come from a deep understanding and conviction that what you sell can truly make a difference. By effectively communicating this belief, you can inspire confidence in potential customers and increase your chances of success.

© 2023 John Stange