Instead of selling to customers, think about helping them to make a decision. Amazon does this incredibly well with customer reviews and book recommendations. When I’m buying a non-fiction book at Amazon, I often look at the comments to determine if others found the book useful. I also wonder, “Is this the best book on the subject, or is there a better one?” Amazon helps me with this decision, by showing me what relevant books other customers bought. The great thing about Amazon is you feel you’ve driven the decision. You’ve done your research and come up with the best selection. In the background, Amazon has presented you with what you needed to make a decision and guided you through the process. Some people might think this is sneaky. I think they have made my life easier.
Now think back to your buyers. What do they need to make their decisions? Because what happens when they don’t find what they need? They may postpone their decision, or worse, go knocking on your competitor’s door.
Does credibility matter to your buyers? If so, make sure you include background information on your website. When I’m buying something from a company I’ve never heard of, I’ll look for an “About Us” page. I might also look for their contact information to see where they are located, and perhaps even how many years they have been in business.
Do you have useful materials that have helped previous customers make decisions? Think about re-packaging them into guides, tutorials, or case studies.
Do your buyers need to evaluate your service before buying? If so, offer them a trial or demo account.
Try to think of all the things your buyers need to make a decision, and then think of an effective way of getting that information to them. When you help somebody make a decision, they value it, and that increases the chances that they will buy from you.