The most important question in marketing something to someone who hasn’t purchased it before is, “Do they trust me enough to believe my promises?” Without that, you have nothing.
If you have awareness but people haven’t bought from you before, it’s likely they don’t trust you as much as you would hope. If you are extending from one business to another, it’s also likely. In fact, if your value proposition is solid but sales aren’t being made, look for trust issues.
Earn trust, earn trust, earn trust. Then you can worry about the rest.
(1) How can you earn a potential customer’s trust? Prove you’re acting in their best interest by truly understanding their needs. To do that, ask the right questions and get inside their head. Then, once they know you understand their needs, avoid hype about your product.
(2) According to Geoffrey James’ listing of the top concerns of customers, you need to build trust of you as a sales person and of your firm.