Perhaps your new technology is intimidating to your prospects or perhaps they just see problems with something they don’t understand. Sometimes new technology is sexy, but it can also be pricey. Is this the reason your prospects are not buying?

If people are not buying because of poor targeting, then one of your first steps is to understand who the ideal prospects are for this technology and diligently focus all of your efforts on selling only to them. Few businesses are clear about who their target prospects should be and as a consequence waste time, money and effort chasing inappropriate prospects.

By definition, Ideal Prospects have the need for what you sell and the means to pay for it. So if you know who they are and where to find them, life suddenly gets much easier.

However, if your prospects don’t believe you, you have a different challenge; you have to focus on establishing better credibility.

Here are 9 actions you can take right away to establish credibility with your prospects and ensure they buy from you:

1. Educate them on how to buy your product or service.
No matter how frequently a customer buys your product or service, you have more experience and knowledge than they do on this subject. You sell what you sell all day, every day, gaining insights and experience as you go. Prospects and clients don’t have this advantage and the less frequently they purchase the more they need help in making correct buying decisions. Help them understand what their buying criteria should be and teach them how to buy. New technology presents the perfect opportunity to do this. Educate your prospects and they’ll be far more likely to buy.

2. Tell the truth and be sincere.
If you always tell your prospects the truth, even when it is to your detriment, trust will grow and so will your business. While truth and sincerity are closely allied, they are different. Being sincere is about being believable and presenting the facts in a way that prospects understand.

3. Use specifics.
Precise numbers and details are far more believable than generalities. For example, “27 per cent lower cost than the old technology” is more believable than “lower price.”

4. Reverse the risk.
Don’t expect your new prospects to assume the risk, especially if you are not a household name or your technology is unproven. Offer a guarantee and shoulder the risk yourself. The more generous and the fewer conditions, the better.

5. Provide testimonials.
Few people like to be the first to use a product or service. Testimonials provide social proof that others have used your services and have had good results. The better known the person giving the testimonial, generally the greater impact it will have when your prospect sees or hears it.

6. Establish yourself as an authority.
Writing articles on your specialty and speaking at trade shows and association meetings are great ways to build much needed credibility. Now might be the time to write the book or article you’ve always wanted to write.

7. Support your sales with editorial and articles.
Public Relations is very important in building your credibility. People generally believe more of what they see and hear in the media than what you tell them in person

8. Tell prospects why.
If you are offering a discount or a special deal, don’t just give it, but give a reason for it. Tell them you are overstocked; tell them it’s a shameless bribe to get them to try this new technology. It doesn’t matter what the reason is, but make sure you give one. Also give reasons for why your product is premium priced if it falls into that category.

9. Point out a non-fatal flaw in your product.
Sometimes you can find a flaw in your product which justifies your giving a discount but one that you can use to your benefit in promotions.

Sleep Country Canada has a special annual sale giving a discount on mismatched box-springs and mattresses.
If you point out a flaw like this you can justify your discount or offer and you also build trust as a reputable supplier.

Michael Hepworth, The StreetSmart Marketer, helps business builders become customer acquisition experts. Visit www.dirtylittlemarketingsecrets.com for your free copy of 25 Dirty Little Marketing Secrets, practical marketing tips for owner operated business.