Practical Sales Training™ > How People Work > The Established Effect

What is it?

The amount of time you have been in business can be a deciding factor for your potential buyers.

Why does it work?

It works because it implies success, stability and reliability. There is a reason you have been in business for 5,10,20 years (or more).

How can you use it?

If your business has been around for 10/20/30 or more years then using this in your messaging encourages trust and implies stability.

Examples

John Lewis & Partners – the British department store – regularly reinforces its founding year: “Never Knowingly Undersold since 1925.” This tagline builds trust by highlighting their nearly 100-year history, which reassures customers of their stability, reliability, and long-standing values.

Similarly, Ford and Coca-Cola often reference their heritage in marketing (“Since 1903” or “Est. 1886”) to imply that they’ve stood the test of time – making buyers feel more confident choosing a brand that’s been around for generations.

See also