Business information written specifically for newspaper advertising departments

Don't Lose the Trust of Prospective Clients

There are several ways you can lose your prospective client’s trust in an instant.

A common obstacle salespeople face in their work is a distrustful client. But who can blame them? The longstanding image that salespeople are fast-talking and manipulative isn’t a made-up stereotype, it’s very much based in reality. These figures exist, but that doesn’t mean their sales techniques work or that you should adopt them. In fact, this archetype has become so prevalent that it makes consumers weary of being sold anything at all. Therefore, if you want to successfully sell your department’s advertising services, then it’s important to ward off habits associated with this distrustful salesperson image. According to Ali Luke’s article for Copyblogger, there are several ways you can lose your prospective client’s trust in an instant. We have them here, so you can avoid them during your next sales call.

1. SEO Over Customers: While SEO is an important component in creating a successful online business presence, it shouldn’t dictate complete control over your website’s content. In this case, the trope, “The customer comes first” applies. Your website’s content should be written for your customer, not for SEO purposes. If you stuff your content full of keywords in order to secure the best search engine ranking possible, you may get customers to your website, but you may lose them just as quickly once they start reading your unnatural-sounding text.

2. Exaggerations: Of course, you want to boast the benefits of your services and convince prospects of what they can do for their business. However, salespeople are also prone to exaggeration, but this can act as a big red flag for potential clients. Don’t go over board. Be honest about your services, what they do and their benefits, but don’t go so above and beyond that you lose sight of reality, because prospects will take notice and immediately lose trust in your business.

3. Broken Promises: If you promise to deliver something to your customer, you need to follow through. Even small promises, like a regular e-newsletter or to call back at a certain time, are promises that need to be kept. If you don’t keep these promises, how can your client expect you to follow through on the major promises of your sales pitch?

4. Sketchy Sales Techniques: Another component of the fast-talking salesperson image is the idea that they tend to pressure their prospects into acting immediately on whatever it is they are offering. Intimidating potential clients is another way to instantly lose their trust and, consequently, lose the sale for good.