Zeroing in on Profitable Partners

By Sue Anderson-Lenz, Marketing Lure, Inc.
There is an old saying in marketing and sales: People do business with people they know, like, and trust. That’s fine for tangible products where customers can “kick the tires” before buying, but what can a service-based business do to gain the trust of someone who really has no idea how the product will turn out?
    Two ways to overcome the trust issue are with guarantees and testimonials.

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