Customers are curious. Customers like to “know” things. Let customers peek behind the curtain of your business to see how the magic is accomplished.
The Wizard of Oz only succeeded in frightening and aggravating his prospects when he tried to make himself appear to be the big man and impress them with how big and powerful his organization was (we’ve been in business for 100 years, we’re largest supplier of Munchkin Mufllers in the west, etc.), but once his buyers expressed doubt all his bragging evaporated into a puff of smoke.
Bring your prospects inside. Give them a tour of your production facility so they can witness how clean and organized you are, so they can actually see the care and quality control your employees demonstrate on the job, so they can connect with how you’ll serve their needs when they choose to become a customer.
Give your prospects a peek behind the curtain of your business. Make them feel at home and engage their brains while you win hearts. It will give them the courage to do more business with you.