The Safety Question

A business prospect looking at your messaging, especially for the first time, has one question in the back of their head: how do I know it's safe for me to vouch for you to my boss?

They won't take a chance on anyone who doesn't pass it. If you look like you could embarrass them in front of their boss, knock them off a promotion track, get them laughed at or get them fired, you don't qualify.

You don't win a sale by proving it's safe. That's table stakes. But you have to do it first, before they'll move down the road with you. They will probably never say the question out loud. You still need to understand that it's one of the very first things to address.

How? There are a bunch of ways. A social proof strip on a home page with logos of companies I'd recognize. We operate in this many countries. We've done this many projects. 99% of customers say they'd buy from us again. We've run eight projects a day for the last fifty years. It's usually numbers, and ideally numbers and names.

All you need to do is say, quickly, that you're not the first company to go down this road with them. It's well paved. There won't be any surprises. So keep reading about what we can do for you, and let's get a meeting with your boss.