Implications: This week, I’ll be in New Orleans speaking to a conference of home furnishings and interior design professionals (known as ART), so this idea was particularly timely. It might inspire us to ask, “In what ways might I demonstrate my unique value proposition, instead of just making claims about it?”
Not everyone can invite customers in for a sleepover, but there are other ways to help the customer take a test drive, such as testimonials from past clients, written success stories, and photographs and/or videos of your product or service in action.
Consumer confidence is not just about the economic outlook. You can influence the customer’s confidence by the way you help them discover the benefits of your product or service. Don’t just say, “Believe me.” Satisfy the customer’s preference of, “Show me.”