By Vickie Sullivan, Contributing Editor
With the economy in recovery mode, now is the time to ramp up your marketing. One of the best ways to grow is to expand your appeal past your current base of clients and prospects. Your secret weapon: springboard your past success to brand-new applications for your solutions.
Why Buyers Care About Your Bio
Why is your experience important to a new buyer? After all, they aren't buying you; they're purchasing your company's services, right? Partially. Yes, your prospects want to know what they will get. But when services look the same, your bio answers a bigger question: whether to believe your company's credibility. Prospects don't believe everything you say; they believe their own opinions when they read about your experience. That's the power of your bio. It's proof that you can deliver.
Another reason why buyers look into your track record? To justify their decision. They are looking for proof that you've done what you say you can do. No one wants to be a guinea pig or a lab rat. If you are charging a premium, buyers look for justification of your fee. They are looking for a plausible answer to the "why did you pay so much money to this firm when we could get someone cheaper?" question. Again, if the services are similar, the bio can be the tipping point in your favor. And finally, it's just good due diligence. People want to know who they are dealing with.
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