A prospective customer will not buy from you until you remove all doubt in his or her mind that you can and will deliver exactly what you promise. Testimonials are a powerful tool you can use to accomplish this. They provide proof you've already delivered satisfaction to other customers. A bold claim creates doubt in your prospect's mind and jeopardizes the sale. Reduce any bold claims to a more believable level.
Customers usually make an emotional decision to buy.
Then they look for logical reasons to prove their decision was a wise one. That's the time for you to talk about how long you've been in business, how experienced you are or how much research went into developing your product or service. It provides the logical reasons your customer needs to justify their emotional decision. Did you ever walk out of a store empty handed instead of waiting in a long line for somebody to take your money. Many buyers abandon their orders at website shopping carts instead of trying to figure out the confusing instructions.