The Concept of PREsell - How Establishing
Trust Will Leverage Your Marketing Effort
The PREsell Concept - How Do You Build That Trust?
It’s all about perception, and perception is different things to
different people. I can almost assure you that your perception of
yourself or your business is not always the same perception to others.
You may think that you are trustworthy and genuine, but your visitors
and potential customers could think differently. You never know
what they think until they send you an email, or they buy. You could
also ask them. In addition, I encourage you to ask them. It’s the
direct approach, and many people respect that. By being direct,
you also give the impression of being forward, and possibly truthful.
There is your first lesson in building trust.
If I had to say what I felt were the two biggest tools to building
trust, I’d have to say they were honesty and consistency. Keep something
in mind though; honesty is flat out honesty. That doesn’t mean that
you make up stories to sway them your way. That is not ethical business,
and using any underhanded practices and dishonesty in applying the
PREsell concept is not advised. Why? Truth is always revealed over
time. Eventually it always comes out. So if your relationship was
false from the beginning, it will be uncovered for the falsity it
becomes, and you will have nothing in the end. More than likely,
you will have done even more damage to your business as the result.
Honesty deals with provable facts. It is not something that we
pull out of thin air, nor is it something that only we perceive
is fact. In order for it to be honest, it must be provable. If you
can’t prove it, then don’t say it. It’s that simple. For anything
that you say or do, or any claim that you make, you should have
substantiating proof to back it up. Whether that proof is documented,
certified, or common knowledge mainstream, it must be credible to
be believed.
I can’t stress enough the importance of delivering on your promises
and claims. Have you ever wondered to a site where they offer you
the chance of a home based business, free, and you’ll make money
overnight? They usually build those up pretty well don’t they? The
problem is, anyone with any business knowledge knows that an overnight
success story is something that only happens in RARE occasions.
How many such sites or ads have you seen in your lifetime? Do you
still keep chasing after them anymore? How honest do you feel these
sites or ads were when they presented you with the information?
Understand where I am going with this? Bottom line is this; you
must have proof to back yourself up, especially when you make outrageous
claims. If not, then you have no credibility and no trust from your
potential customer.
Consistency is another issue. Consistency is simply doing what
you say you are going to do. Consistency is established when you
do it every time; not just some of the time. It also encompasses
links and information on a website or newsletters, and whether those
links and information deliver exactly what they say they will deliver.
There is no half way with this. You must do it all the time and
every time. If someone tells me that, in their website or an email
ad, they are going to show me how to make $1,000.00 a month, then
I expect them to do exactly that. In addition, what usually happens
when you follow that link? You are hit with a sales pitch trying
to get you to buy the information right? Worse yet, they send you
an email trying to get you to buy the information too. Problem is,
they never tell you up front that the information they were talking
about is going to cost you a fee. How does it make you feel when
it happens? Do you want your potential customers to feel the same
way?
As time goes by, web surfers are being conditioned to not click
on things. The problem is, nobody seems to notice this fact. They
keep on practicing the same shady marketing tactics that get them
their short-term gains, but in the end; it is going to cost them
long term sustained growth. This is why I am stressing the importance
of PREsell, honesty, and consistency. If you establish these practices
now, then your visitors will be more open to the programs you suggest.
They will not be as hesitant to click. In addition, you will set
yourself apart from the others that take advantage of people to
make a living, instead of helping people to make their living. It
is a known fact. Help enough people to make their lives better and
you will reap great rewards. Help them solve their problems, and
help enough of them accomplish that, and you will grow rich. Not
only in monetary gains, but also in personal satisfaction through
the lives you have been able to touch.
Free information is also another way to accomplish the trusting
relationship that PREsell requires to make your potential customers
act. Why do you think that Sanders
Consultation Group Plus produces these articles? First is because
we want to help those less fortunate. We know what it’s like to
struggle and build a website. We know how hard it is to struggle
through marketing. We know how expensive it is to design a site,
host it, market it, and update it. We have been where you are. We
have learned what works and what doesn’t. To do our part to try
to make the world a better place to live, we offer our knowledge
FREELY in these articles. Through reading them, you will find a
roadmap to help you get to where you want to be. We charge nothing
for this. We know that there are those that will not want to do
all the work. For those people, we are available to do the work
for them. For you "do it yourselfers" these articles tell you exactly
how we did things to get where we are.
What else do these articles accomplish? They help to establish
trust. The more you read on our articles, the more you will see
our sincerity. The more you see our sincerity, the more susceptible
you will become to our promotions. Why? We are honest. You will
come to learn that we will deliver exactly what we tell you we will
deliver to you. We will deliver it every time, not here and there,
but every time. You will know the up front costs associated with
that delivery. In addition, you will come to see that we only offer
or recommend reputable, high quality, established, and dependable
products and services. We do this by not taking advantage of our
visitor’s trust. We have programs in place to handle complaints
quickly, and remove associations with those that are contrary to
our code of ethics. It isn’t always an easy road, but to us, it’s
the right road. Nevertheless, you will learn these things as you
continue to read more articles from us. And these last paragraphs
just about sum up the PREsell concept.
Back
to Table of Contents
Summing
It All Up (Article Continues)
Other Marketing Articles:
Related E-Book Downloads
By James R. Sanders
February 1, 2004
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About the Author
James R. Sanders is the owner of Sanders
Consultation Group Plus. He has been a webmaster and website designer since
1997. He has also been involved in self employment ventures since 1992. He is
presently a contributing author of NewbieHangout,
and has been published through WebProNews
and 4Rankings.com.
His writing is targeted to webmasters, would be webmasters, website designers,
would be website designers, self employed, or those researching information
looking for solutions to questions associated with design, business operations,
and promotion today. His goal is to provide practical information based upon
his years of experience to help webmasters, website designers, and self employed
people achieve their goals in today's competitive global market. You can subscribe
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