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Provide Proof Points! If you have followed the previous 4 secrets to Auto-Pilot Marketing you will be getting the attention of your prospect. Now, this is very important to understand...they will have a tendency to NOT believe you. That's right, we have all been a bit desensitized by all of the marketing noise out there, not only in our business lives, but in our private lives. We simply do not believe everything we see, hear or read. Therefore, you must provide proof points for your claims. If you are going to tell someone that your solution will save them 20-30% or more from what they are currently spending, don't tell them yourself, let your customers tell them! The best spokespeople you could ever have for your solution are the ones that would swear by it and want to tell everyone else about it. Why do your think that all of the big retailers have implemented Facebook pages and community sections on their websites? They want their fans to have a place to come and brag to everyone else. Develop as many quotes, case studies and customer endorsement letters as you can. Match the small company testimonials with the small company lead generation and nurturing campaigns and the large ones with the large ones. Match industries, match geographies, match the roles of each customer and prospect - as best as you can. This rule of sales NEVER CHANGES - PEOPLE BUY PROVEN SOLUTIONS (when their peers have already tested the waters and proven the case). They'll even pay more! They'll even pay more and pass up on a competitor's guarantee to select the "proven solution". So, Prove It!