A significant problem in remote sales remains the issue of trust. Here, social proof triggers play an important role, such as:
certificates;
awards;
publications;
letters of thanks, etc.
However, we have already covered this topic in sufficient detail in our article “How to Gain Customer Trust” . Here we will focus on more subtle, but significant from the point of view of making a purchasing decision, moments.
First of all, it is the creation of “human” contact.
Personal contact plays a special role in sales of services. When you feel sympathy for a person, you begin to trust the arguments they present with greater confidence and expect a trick to a lesser extent.
At the same time, in the Russian business mentality, the principle "I know you, everything is fine!" plays a particularly important role. Informal communication relaxes people, making them more open to innovative ideas and risky undertakings.
But how to use this principle in remote sales? You can't even have a cup of coffee with a client, starting a conversation with detached topics. You can't see a person's eyes, you can't analyze their facial expressions, etc.
At the website development level , there are several solutions to this problem:
1) Engage the potential client in communication not directly related to the purchase discussion. To do this, you can create a forum, independently initiating the first threads of discussions. While the content uk people whatsapp number of most sites is a monologue in which the company talks about itself, some web resources include platforms for thematic communication. Under favorable conditions, entire online communities of brand-loyal consumers can form from them.
It is important to remember that in the past, forums and chats were mostly visited in the evening, over a cup of tea, sitting at a computer desk. Today's typical user visits the Internet in fits and starts, from a smartphone, while stuck in a traffic jam or bored on a train. Therefore, it is important to take into account the features of small screens. Thus, when developing a web resource for Natalia Gusentsova's online psychological center , we made a forum that is convenient to use not only from desktops, but also from mobile devices:
2) Use photos of your employees in relaxed poses, with natural facial expressions. Let's say you offer the services of a veterinary center. An image of the clinic director walking his terrier in a sunlit park will arouse sympathy among your target audience - its representatives will feel that you share their love for animals. It is not without reason that political strategists have been using this simple technique for many decades to create a warm and attractive image of their candidates. A classic PR move, applicable in remote sales on a web resource.