Company age as indirect proof claim

We continue the section on proof claims, which are pieces of evidence you include in your prospecting conversations to demonstrate results in an attempt to convince prospects of the value of your products.

Another indirect proof claim is the company's age. If you can claim that your company has been in business for many years, it signals that it has been able to effectively and continuously satisfy customers for along period of time, and this is indirect information about the quality of the services and products you provide.

However, age is not always indicator of quality. One could say companies that have been in business for a long time are less adaptable and could have obsolete knowledge. This is the argument startups use to get the attention of prospects in their messaging.

Age becomes a powerful proof claim when it is combined with information that supports the benefits of superior experience. Explain why being in business for many years gives you an advantage to your prospects, and this is how you get their attention.

For example, being in business for many years offers a solid justification if you are selling your product at a low price. If you have been in business for long, you benefit more from the learning curve. You might be more cost-efficient than other companies and could transfer the benefit to your buyers. Being in business for many years could also potentially mean fully depreciated still in operation assets, which again, can contribute to the argument on cost efficiency. Make prospects see why being in business for a long time allows you to offer better pricing, and you will get their attention. Whenever prospects see a low price, they are worried it means low quality. Business age neutralizes this objection and helps you build stronger messaging.