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PUT ON A HAPPY FACE: CONFIDENCE IS THE KEY

In a Tough Economy, a Confident Image Can Go a Long Way. Be Confident and Your Customers Will Notice.

c2002 by Alvin Apple

Every time you turn on a radio or TV these days, you hear doom-and gloom news about the US economy. As a business person, it's hard NOT to get discouraged. However, we need to do exactly that if we want to keep our businesses thriving.

Even if you have been hard hit by recent events (and who hasn't, one way or another?), it's still important that you put forth a confident image to your customers. In fact, it's part of our job as business owners to make sure that our customers don't lose hope. If you're confident in your business, your customers will follow suit:

STEP ONE: The first step to creating confidence in your customers is to be confident yourself and focus on the positive. Don't dwell on the problems you might have--you can talk about your problems, but think of them as obstacles that have been overcome, rather than as disasters.

For instance, don't say to your customers, "Slow sales have caused us to discontinue some of our items." Instead, say, "Recent events have given us the opportunity to reevaluate our product line and focus on the products that are most important to you." Look at the opportunities that a situation provides, rather than the problems it causes.

STEP TWO: You can also help reassure nervous customers by giving them concrete examples of success. For some reason, real-life examples are MUCH more reassuring than just giving hypothetical "Here's what you COULD do" examples.

That means you shouldn't skimp on your real-life testimonials. Give your customers plenty of stories of people who love your product or who succeeded after joining your opportunity. If possible, give the customers a way of contacting one or two of your satisfied customers. Talking to a real "success story" will do a great job of calming shaky nerves.

STEP THREE: A third way to create customer confidence is to simply "be there" for them. Here's a little story to illustrate my point: I used to be afraid to go into my grandparents' basement alone, but if I was with someone, I was fine. Having someone else with me reduced my nervousness.

You should try to be that person for your customers. By providing good customer service, keeping in touch with your clients, or providing community-building services like newsletters or discussion boards, your customers will know that they're not alone in their purchase. They have someone to turn to if they have concerns or questions. This is VERY reassuring.

Just remember that your customers are people--which means that they'll get scared from time to time. What we have to do is remain calm and try our best to pass that feeling of calm along to our customers. If we can do that, then in no time at all, we'll all realize that the problems weren't nearly as bad as they seemed. 

Alvin Apple helps everyday people start businesses they will enjoy. Then he teaches them how to succeed. Read all his helpful strategies, including his latest article, "The Seven Deadly Marketing Sins," at http://AlvinApple.com

You may also reach him at 801-328-9006 or by emailing

alvin@drnunley.com