With any purchase there is an element of risk to the customer. Will this product and the company I am dealing with meet my expectations? This is a fair question that needs to be answered, and answered well. I recommend that you use your business to fly your own flag.
If you have won any awards, put the certificates in a prominent place in your business, where all your customers can see them. This will reassure them and reduce any perceived risks associated with dealing with your business.
If your business supports local charities, display the certificates of appreciation. Likewise, if any of your staff receive an acknowledgment for outstanding service (such as employee of the month), put these notices in a prominent position. They show that your business is a good corporate citizen and that you care for the community and the people you employ.
If you have the type of business that can utilize a guest book or a customer comments book, leave it out for customers to read and to add their own comments. Whenever our company sends out a sales presentation kit, we include a list of past and present clients that will act as referees, verifying our company's ability to do a good job, on time and on budget. We also include written testimonials that clients have sent to us.
Put your company mission statement on the wall. If you are dedicated to offering exceptional levels of service, tell your customers this and be proud of the fact.
Look for as many ways as possible to reduce the risk factors associated with making a purchase from your business and you will increase your chances of making more sales and the overall level of customer service and confidence in your business.