Customers buy from vendors they know, like and trust.
Chances are you will buy a Pepsi or Coke over a generic soda, even if the generic pop is cheaper. You do this because you know, like and trust the Pepsi or Coke brand. Maybe you know, like and trust a brand so much that you have built a loyalty to it and vow never to consume the other brand.
If you are the generic soda brand, you are in for a hard battle to win over customers. The ingredients could be the same, the flavors identical, but the generic soda will still struggle since it isn’t the recognized (another term for know, like and trust) brand. Beating the incumbents has always been hard, and it just got harder (or easier if you play your cards right). Add in the fourth factor – try.
Customers have become so jaded by all the sales techniques used by companies to break through the know, like, trust barrier, that they have become harder than ever to persuade. To get a customer to consume your brand you must give them the ability to try it, without any risk or consequence. You must allow customers to sample your offering and prove to themselves that you are to be liked and trusted.
Stay in front of your top prospects constantly. That will establish know, like and trust. Additionally give them an ability to try you out, without cost or consequence. That will establish the most important component of attracting customers – they will prove it to themselves that you are the best – scratch that – only choice.