Sales Strategy 1

In order to overcome these challenges, there are several strategies you can employ.

Strategy #1: Establish your credibility. When you sell a service, you're typically selling a relationship with yourself. And this requires spending more time and effort establishing your credibility and developing a rapport with your visitors than is typically required on a site selling a physical product.

For example, a site that sells a product like gift baskets might include some brief "About Us" information that gives details about who the website owners are, why they started their business and how long they've been online. However, the majority of the site would focus on establishing the value of the actual product--the gift baskets--and providing detailed information about guarantees, delivery procedures, etc. Including reams of misplaced information about the website owners could actually hurt sales more than help because, in this case, visitors' chief focus should be directed to the value of the product.

When you're selling a service, however, you are the product. So establishing your credibility--essentially establishing your value--is critical to closing the sale. You need to not only establish the benefits of the service you're offering but also establish the value of you providing this service.

There are a few different ways you can accomplish this. First, you should include a good, professional picture of yourself. And no, the picture of you in your Hawaiian-print shorts and "Kiss the Chef" hat from last year's summer barbecue won't do. Giving your visitors a professional image to associate you with will go a long way toward establishing your credibility.

Next, you need to include a list of your credentials. However, don't just give point after point of accomplishments; be sure to state exactly how each of your credentials is going to translate into a benefit for your clients. Don't make the critical mistake of assuming that visitors to your site can make this leap on their own. Clearly spell out the benefits you offer in your sales copy. For example, if you're a real estate agent with certification in housing inspection, you shouldn't just tell your visitors "I'm a certified housing inspector." Instead you should say, "Not only can I find the best home in the best location for you and your family, but as a certified housing inspector, I can give you an accurate assessment of the home's structural soundness and let you know about any potential problems to make sure you avoid getting stuck with costly repairs in the years to come!" Doesn't that sound better than "I'm a certified housing