The Startup
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The Startup

Photo by Erik Eastman on Unsplash

Does your audience have enough confidence in you to buy?

  • What entices users to “buy” and then buy again?
  • How do you get your audience to trust you?

Are you:

  • selling products online or offline, or
  • promoting your consulting services, or
  • providing a service or experience?
  • Quality (Value, Knowledge)
  • Price
  • Availability & Convenience
  • Exclusivity
  • Customer Experience


  • it meets or exceeds expectations
  • it’s helpful or interesting or fun
  • long lasting, predictable experience
  • if there is something wrong, it is rectified in a professional manner
  • good ratings, reviews, feedback whether it’s word of mouth or online
  • great testimonials from clients, customers, colleagues on Linkedin or business website or social media


  • Price becomes less of an issue when purchasing from a reliable source. This holds true whether you’re buying clothing or professional advice online.
  • Price is most important when users don’t know the service provider.
  • Price is important when the product or service quality varies.
  • Price is least important if there’s a return on investment or users learn something or it enhances their lives or they simply enjoy it.

Availability & Convenience

  • online consultations to serve clients worldwide
  • being available across timezones to accommodate offshore clients
  • whatsapp support and comms for your service business. (I recently had a plumber diagnose an issue via video call and so he knew exactly what to bring by. The job was done in less than 30mins.)


  • need to have your business recommended by your ideal client or a small group of ideal clients
  • sell the dream, the aspiration, the image more than the boring details of your actual product/service
  • share before and after stories to show the impact of your work

Customer Experience

  • I have very few expectations when buying an ebook. As long as the online checkout process is functional and I am able to successfully download the book, I don’t expect frills.
  • However, when buying clothing online, I’m most interested in getting value for money. It should look just as good as it does in the online store. My expectations include a high-quality product, secure checkout process, efficient delivery service and helpful customer support.

Existing vs New Customers

How important is it to romance customers?

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