The #1 Reason Potential Customers Don’t Buy from You
Posted by Matthew Loop | 18 Comments
Last year I was at a high-ticket internet marketing conference when one of the speakers mentioned something that I had overlooked for quite awhile in my chiropractic practice as well as my online business ventures. He said, “The #1 reason people don’t buy from you is that they don’t believe you.”
That point really resonated with me and since then I’ve tried to remove any obstacle associated with skepticism potential new patients or online customers may have.
So, how can you overcome the apprehensive nature of consumers offline and online so they eventually do business with you? Here are a few tips that I’ve found useful in my personal business endeavors to stack social proof and address other underlying resistance factors so you can acquire more buyers / customers.
1. Get video testimonials. These are so much more powerful than written ones since the potential client is face-to-face with a satisfied customer / patient of yours. Include them on your website, blast them out on the web to different video sharing networks and include them in emails that you send to your prospects so you can facilitate trust building.
2. Outline and list the benefits of the service / product you’re providing. Make sure they’re in any online and offline written copy you have. It may see obvious to you, but it may be so obvious to the customer.
3. Get reviews for your business on Google local, Yelp, CitySearch, etc… You want to have a disproportionate amount of reviews as opposed to the local competition. If the other guy has three reviews, you want 30 five-star reviews.
4. Have a follow-up system in place. Most potential customers will not buy or use your service the first time the meet you online or offline. If you get their email or phone number, you’ll have other opportunities to contact them in the future, increasing the likelihood they’ll do business with you. In many cases, you need to be a familiar face to them.
5. Make the customer feel safe at the check-out and when they order, reassuring them they’ve made a good decision. You may want to remind them that your online server is secure and that their email will be kept private.
Utilizing the methods above will ensure you get an increased conversion from those that come to your website or local business. You can have the best product / service in the world but you still need to take the customer by the hand and understand buying behavior to make consistent sales. Never “assume” they have all of the information they need to make a decision. Think of ways right now you can guide and influence the buying process while incorporating them this week.
Would love to hear your feedback or any other recommendations on how you make it easier for potential new customers / patients to utilize your products and services by removing skepticism and distrust. Leave a comment below 😉
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About the Author
Matthew Loop is an author, speaker, investor, philanthropist, and the highest paid social media revenue strategist in North America. He helps brands, startups, and small business owners multiply their influence, impact, and income by harnessing the power of the Internet. Since 2005 he’s trained over 21,000 clients in 25 countries. Millions have viewed his free business growth tutorials online. Connect with him on Facebook, Instagram, and Twitter.
We totally agree Dr. Matt. That is why if they combine all the great things you teach with our SYSTEM of follow-up the combination is a huge home-run for the docs.
Dr. Loop,
Great useful tips to use for any business to convert more leads into buyers. I think for a small, local businesses the google, yelp reviews and video testimonials are huge for creditibility.
Dr. Todd P. Sullivan
Thanks again for your awsome practical advice and sincere attitude to helping the chiropractic community.
Great post, great information, a great kick in the pants to do more.
Glad everyone enjoyed it 🙂
How do I get people to review my business or site on line?
Hi Carrie… set-up a laptop in your office and after patients are feeling great, offer them an incentive to provide a review. Maybe a free 15 minute massage or something. It will be worth it, as those reviews build social proof. Most patients would gladly do this anyway but I like to give them a gift.
Also… keep your eyes glued to my emails and to this blog. I’m going to releasing something VERY soon that will solve those problems (and many more) fast and build social proof / credibility in no time 😉
Matt,
thanks for pointing out and illustrating that important point. Always good to hear.
What was the internet conference you were attending?
thank you for highlighting the importance of testimonials
have a great day
J
http://www.chiropracticjobfinder.com
As always, great content doc! Look forward to your next post and even more steps to put into action to build social proof. Thanks again!
Matthew,
I want to give you a plug and let people know that you help and guidance has literally helped my practice to explode. You are a chiropractic gem and a gift to chiropractors world wide. I have a question for you? I have started writing articles and press releases. Is there a way to submit them to many different sources, like Traffic Geyser, and have it done more automated? Its taking a lot of my time. Also, how often should I resubmit them to keep them fresh?
Thanks for your kind words, Dr. Scott! UniqueArticlePro.com is the best automated article submission software I’ve found. It allows you submit to over 500 quality article directories, sometimes many more. Once an article is posted, you don’t want to take it down or resubmit to the same site.
I would make article submissions a weekly part of your routine, though 😉
Dr. Loop,
Great suggestion to put the laptop out to have patients leave reviews. However, I was wondering if this raises any red flags with google that there are a variety of reviews coming from the same IP address?
Thanks in advance for your response!
Matt,
the #1 reason, that people do not buy my product is, that they don’t believe me. I will think about that. To build up competence in the web is indeed a huge challenge. The idea with a laptop in the office for clients to get a review is great. That will work in the real estate business as well. I will look for a software, that puts a kind of guestbook ob the website and offers clients the possibility to leave a note.
Thanks for the tips Matthew! You have to have these systems in place to set up trust before the potential new patients will make an appointment, but also after they are patients.
Some new patients you can just see it in their eyes that they are not sure if they believe you, usually because of some “myth” their neighbor told them.
Good point and awesome ideas Matt. I literally printed off the tips and put them on the wall in my office!
Quoting: 2. Outline and list the benefits of the service / product you’re providing. Make sure they’re in any online and offline written copy you have. It may see obvious to you, but it may be so obvious to the customer.
Benefits trump “feature” anytime…. BUT, take it to it’s conclusion by personalizing it…. “and what this means to YOU is…..” ie:
Feature: This car has ventilated disc breaks….. (so what?)
Benefit: so it will stop reliably, without fading… (OH, I see….)
WHAT THIS MEANS TO YOU IS: You won’t have to worry about your family’s safety on the drive back from skiing in the mountains…… (NOW it’s worth it to me)
Excellent examples and insight, Paul. Thanks 🙂