Lack 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.