© 2002 By Sue Cline
Mark August 14th on your calendar... it could be a
very bad day for the largest of US companies.
The Securities Exchange Commission (S.E.C.) is
requiring the largest US companies to forward a sworn, notarized
document confirming "the reported numbers" are accurate.
I'm guessing your company isn't big enough to make
the list of 947. But trust is still an issue whether you sell
fruit or luxury boats... work by yourself or employ 50,000... or have
to impress stockholders or customers.
Here are some quick ideas to increase buyer
confidence as consumer trust has been breached with the latest (and
soon to come more) corporate scandals:
1. Testimonials
Gather those glowing endorsement letters you've
received. Find the best and use 'em as a promotion. Post
testimonials on your Web site, at the bottom of your e-mails, in
brochures, and on faxes.
Warning: It is against the law to fabricate or
create testimonials, so be sure to ask your REAL customers for their
thoughts. There is minimal enforcement, so buyer beware. Reward
merchants that clearly post their contact information and service
standards.
2. Offer a strong guarantee for your
product/service:
Reverse the risk of buying your products or
services with a too-hard-to-pass-on guarantee. Make it easy for
your prospects to say "yes" to you and even easier to say
"no" to your competition.
Domino's Pizza created an empire with it's
"Fresh, hot pizza delivered in thirty minutes or less"
guarantee.
3. Respond faster to questions:
When you're asked a question via e-mail, always
reply at once... even if you don't have the answer at that moment.
You might reply with, "Thanks for writing.
I expect to have the best answer to your question within 3
hours."
When you get a question over the phone, use a
similar formula:
"Thanks for calling with that question.
May I have your phone number, area code first, so I can call you
back in 3 hours or less with the best answer for you?"
You may just end up with more business than you
can handle.
