Where does it say any of this on your card? Where does it say that you promise the best work in town and guarantee the quality and longevity of your repairs?

Now Charlie was feeling bad.

Don't get depressed about it, Charlie. The good news is that you know what your customers need reassuring about. So it's just a matter of putting that into one line and then plastering it everywhere: on your business cards, letterhead, and on all advertising and marketing material. And it should be clearly displayed for all to see in your shop as well.

I had his full attention, and pressed on a little further.

And if you're unaware what your customers' concerns and wants really are, get them in a room and ask them. That's the best research you can do.

Is it as simple as that? he asked.

You're catching on, Charlie. Now also remember that most people are born followers, so it helps conversion rates tremendously if you have plenty of great testimonials on hand. Testimonials tell people that it's OK; they're not the first to try this product. It's worked for others so it will work for them too.

I know this can be effective, Brad, but I don't like to be pushy with my customers. I feel it's enough that they're doing business with me.

Rubbish. If anything, it should help cement the relationship. You start by telling them what valued customers they are and how proud you'd be if they could write a few lines about your relationship.

If you approach it the right way it has nothing but positive implications. And when you've gathered a few testimonials, pick out the best line or two and use them like the movie studios do, I continued.

Have a look at the advertising for the latest film releases and you'd be hard-pressed to find a single one that doesn't feature positive reviews from various critics. It can work exactly the same for you.

You've been doing business with me for a while, Brad. he stammered. What do you say to a short testimonial when you get the chance? 42