Ruhani Rabin
4 min readDec 6, 2019


Trying to catch a potential client’s attention is a huge feat in today’s digital age. With so many online businesses offering almost the same product or service, how do you convince someone to buy for YOU and not them?

Making an impression that will last until they click that Buy Now button is more than just using fancy words or coming up with a colorful graphic ad. Here are the 4 steps to help you gain a customer’s trust:

1. Don’t Stick to One Approach

The adage “There’s more than one way to skin a cat” holds true in many aspects of life, one of which is trying to reach your potential clients.

Take advantage of the fact that we are all connected one way or another through the internet. The rate which technology has developed these past several years has been phenomenal; never did we think a few decades ago that in a matter of milliseconds we can communicate with someone living a thousand miles away using our computer or cellphone.

Make your presence known in the digital world by utilizing different ways to reach out to your customers. In a study made by marketing expert Dr. Jeffrey Lant, to be able to convince someone to make a purchase, one must be exposed to a brand at least seven times. He called this the “Rule of Seven”, a marketing strategy that has been garnering attention for some time now.

While you may require more or less than seven touchpoints, the point is that we should be focusing on a continued conversation with prospects to build trust and/or value which therefore increases the chance that they will enquire with our business.

2. Be Aware of the Buyer’s Journey

As consumers, we go through four different stages before actually making a purchase. These stages are Awareness, Consideration, Comparison, Decision.

Let’s say that you’ve already taken steps to make yourself known and creating brand awareness. How do you move to the next stages of a buyer’s journey?

Much like your own personal buying experience, you discover that you’ve favored a particular product or service over the others because something about it sets them apart from the rest.

How would you stand out amongst the crowd?

Be creative! There are many ways in which you can showcase yourself as a brand that should be chosen over the others. For example, offer exclusive access to an e-book that details your client’s pain points when they sign up for your email list.

By letting you reach out to them via email, you now have the opportunity to start connecting with your potential clients. Talk to them as if you’re their friend; now highlight why your product or service is much better than the competitors. Pretty soon your knowledge and expertise in the given field will resonate with them, helping them realize that you are a worthwhile investment.

3. Cultivate the Growth

Just like any solid relationship, it takes time and works for it to blossom into a full-fledged commitment.

Take a look into this strategy:

Create awareness that they are capable of making better decisions

When making decisions, we tend to favor those that we feel will benefit us the most. Help your customers feel that they are making the right choice by choosing you. How do you do this? Make use of your website — outline right from the get-go how your service brings results. Avoid fancy words and fluff and get right down to business. You want potential customers to trust you.

Relate to them

Problems have a way of helping us connect with other people, albeit in a negative way. It gives us perspective in life and forces us to realize certain things that we wouldn’t have otherwise.

Use your business as a platform to relate to customers. Talk about their pain points and how you can be of help to them.

Be strategic about your marketing plans and make sure to be specific about it. If you’re generalizing too much, and if your intention is to market to everyone, you’ll find yourself drowning in a pool full of competitors. A specialized strategy that targets a specific group of consumers will be the most beneficial for you and your business.

Results are Precious

If you’ve been in the business for years and have seen awesome results from past clients, don’t be afraid to show off. You obviously have methods that work and you want to prove that. Results give potential clients a chance to compare you to other businesses and when they see that you have a better grasp of the problems they’re trying to solve, they will most likely choose you.

Make a follow-up

There are marketing automation systems that notify business owners when someone has clicked the check out button or when a product has been left in the cart for some time. Email customers and offer discounts or free shipping as a gentle follow-up, or you can talk about how the product will be beneficial to their well-being.

It’s all about brand awareness and tapping into the client’s consciousness about how you exist and how you are going to be helpful to them.

The Bigger Picture

As a business owner, one of your goals is to create revenue and there is no better time to be alive than now when technology is developing at a rapid pace and there are so many platforms out there to get your message across.

Because of the diversity that the internet offers, there is no clear cut way of increasing sales. The trick is to be strategic, build trust, and consistent and one can only see their revenue nowhere to go but up.

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Ruhani Rabin

Ruhani Rabin being a tech and product evangelist for almost 20 years. He was VP, CPO for various digital companies. Plays with Drones in his free time.