A Simple Way to Reduce Your Buyers’ Risk

In any selling situation, one side is asked to take on more risk than the other. And because buyers have their money on the line, most risk usually falls on them.

Reduce or eliminate this risk and you lower resistance to your offers. In turn, you increase the odds of more people buying your product or service.

I’ll give you an example …

Let’s say you’re moving into a new home and need a new couch. So you head out to the local mall.

After a couple hours, you narrow down your decision to two couches at separate stores. You go to see the first couch again and the salesperson says, “Buy the couch and take it home. If you don’t like it, bring it back and I’ll return your money.”

The offer seems like a pretty good deal, but you still want to look at the second couch again. So you stroll back to the other store.

The salesperson — who understands risk reversal — recognizes your interest in the couch and makes an offer:

“We have the best, most comfortable furniture in the industry because we use the highest quality materials and expert craftsmanship. Now, of course, you expect me to say this because I work here. So here’s what I suggest:

“Pick any couch you like in the store and use it for 30 days. We’ll deliver it to you and store your old couch while you try your new couch in your home. At the end of 30 days, you decide if our couch is the perfect fit for your living room.

“If it is, I’ll stop by and collect payment. If it’s not, then we’ll take away the couch and give you back your old one.”

So who would you buy from?

Now, sure, the second salesperson’s explanation might seem a little overstated — but I’m sure you get the idea. His offer is almost impossible to turn down, especially compared to the other option.

And here’s the irony in this situation:

Just about every business guarantees its product or service. After all, if buyers run into a problem, most business owners and entrepreneurs try to fix it, give money back or offer a replacement.

The issue isn’t just ignored.

Why not drive more attention to this fact in your business? Make it a specific aspect of your selling transaction, instead of just saying something like “satisfaction guaranteed.”

All you have to do is promise a specific benefit or outcome that people can expect when hiring or buying from you.

As you may recall, this is the approach I take with my coaching program. I don’t just guarantee your satisfaction, I promise you a 10-times return on your investment.

That way you can get the outcome you want and all the risk is on me.

Fair enough?

If you’d like to use your marketing to boost sales during the next 3 months, while you work one-on-one with me, pick a time here and let’s chat.  

photo credit: 20110214_IMG_7501.jpg via photopin (license)

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