Trust is the currency of sales
Every purchase involves risk. The prospect risks their money, their time, and their reputation on your product. For new businesses without a track record, reducing this perceived risk is the primary sales challenge.
Be honest about being new
Counter intuitively, owning your newness can build trust. "We launched six months ago specifically to solve this problem, and here is what our first customers are experiencing" is honest and compelling.
Prospects who choose new businesses do so because they value personal attention, innovation, and the chance to influence the product. Lean into these advantages rather than pretending to be established.
Demonstrate expertise through content
You may not have a long business track record, but you have expertise. Share it generously through articles, social media posts, and conversations. A business owner who consistently publishes insightful content about their industry builds expert credibility regardless of how old their company is.
Offer risk reduction
Reduce the prospect's risk with guarantees, trials, or pilot programs. A 30 day money back guarantee tells the prospect that you are confident in your product and that they have a safety net.
Pilot programs are particularly effective for larger deals. "Start with a three month pilot. If the results meet our projections, we expand to a full engagement."
Let customers speak for you
Even a few testimonials from early customers carry enormous weight. Ask your first customers for video testimonials, written quotes, or permission to use them as references. A prospect who calls one of your references and hears genuine enthusiasm is close to sold.
Show up professionally
First impressions matter more for new businesses. Your website, proposals, emails, and presentations need to be polished. This does not mean expensive. It means clean, clear, and professional.
A sloppy proposal from an established company might be forgiven. From a new business, it confirms the worst fears about working with an unproven company.
Use your agents' credibility
When prospects trust the agent who recommends your product, your newness matters less. Commission agents on Zepys bring established relationships and personal credibility that transfers to your product.
An agent saying "I have been selling solutions in this space for 10 years, and this is the best product I have found for your specific situation" is more powerful than any brand advertising.
The bottom line
Trust is built through honesty, expertise, risk reduction, and social proof. New businesses that consistently demonstrate these qualities close deals despite lacking a long track record. Focus on earning trust rather than faking established credibility.