Reverse the Risk and Dramatically Increase Sales

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Trust-1418901_1280Lack of trust is the biggest obstacle keeping your prospects from buying from you.  Your customers are frequently having the following conversation going on in their head when they are deciding whether to buy from you:  “It sounds like it may solve my problems, and I think the price is fair, but what if this doesn’t work?  What if it fails or breaks?  What if I don’t get the results I was expecting?  What if…?” 

Get rid of the “What if” and watch your sales increase dramatically.  The good news is getting rid of the “What if” is easy:  Just reverse the risk! 

Reversing the risk means that you, the business owner, take all the risk out of purchasing your products.  Now first, I am assuming you are providing a high-quality product or service.  That is a given.  I am also assuming that you stand behind your products.  If you are super confident in the quality of your product or services, then what do you have to be afraid of by offering a strong guarantee? 

Follow the L.L. Bean approach:  “Our products are guaranteed to give 100% satisfaction in every way.  Return anything purchased from us at any time if it proves otherwise.  We do not want you to have anything from L.L. Bean that is not completely satisfactory.” 

Now that’s a strong guarantee!  I bet that the increase in sales that this guarantee creates by reversing the risk far exceeds the cost of the 2 percent of the customers who may take advantage of the policy and return the product.