Overcome Clients’ Skepticism

Overcome Clients’ Skepticism

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“Can I believe what you say? How can I trust that you will help me?” These are critical questions that many people have about holistic health – especially if they have never tried an alternative to conventional medicine. 

“Isn’t natural health just a bunch of old wives’ tales and kitchen table concoctions?” 

People are naturally skeptical. It is normal to want proof and assurances before jumping into something new, especially when it involves their health, their time or their money. They won’t easily believe you unless you back up your claims with good reasons to do so. And if they don’t trust you, they won’t buy from you. 

How can you build trust and credibility? Let’s look at four ways to inspire what is known in the marketing industry as “the know-like-trust factor”:

1. Be yourself! Let people get to know you, let your personality shine through. Talk about your work in everyday language, not professional jargon. When buying personal services, like health care, people want to know the person they are going to be working with. Use your photo in your marketing as much as possible. Have a few personal things around your office, such as family photos and simple decor that express your personality and interests. The more people see being yourself, the more they feel that they know, like and trust you.

2. Exercise your bragging rights! Show proof of your education, experience, expertise and excellence. Display your framed diplomas, certificates licenses, and awards. People are assured by proof that institutions, associations and government agencies recognize you as competent and professional.

3. Show social proof! The best time to get a rave review is immediately after someone has experienced a great result from working with you. If you get referrals from physicians or other healthcare professionals, ask them to write testimonials about how you have helped their patients. Testimonials help convince people that enrolling with you is a wise investment in their health. This powerful tool lets prospects know that people just like them, with the same problems and concerns, were helped by your care. Use entire testimonials or excerpts, along with the client’s photo when possible, in your marketing materials, such as website, brochure, Facebook, etc. Frame a few testimonials and hang them with your certificates, or keep them in an album to show people during their Discovery Session. You can also make video testimonials for your website or blog.

4. Be clear. Your marketing materials should have clear explanations of your modality in general, as well as special qualities that make you and your practice stand out from the crowd. Put a FAQ section on your website to address questions about your work. List results and benefits clearly in both spoken and written marketing. 

People are naturally skeptical. We want proof before we trust someone or something new, especially involving our health, time or money. Inspire people’s trust with 3 simple strategies: Be sincere, highlight your experience, expertise and experience, and use client testimonials in your marketing. 

What other ways can you think of to assure hesitant or skeptical prospects that you are the real deal? Please share your comments below.

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