Increase Your Sales By Reversing the Risk
by Bob Leduc
Copyright 1999 By Bob Leduc
You may be losing a lot of business without knowing it. It
happens every time a potential customer decides not to buy
from you because they may not get all they expect from your
product or service. You can save much of this lost business
by reversing that risk. One way to reverse the risk is to
guarantee every claim you make. For example, tell your
"If for any reason (product or service) doesn't deliver
every claim or promise we made, we'll refund 100% of what
You'll be amazed at how much more business you'll get with
this simple guarantee. Reversing the risk breaks down your
customer's resistance and instills confidence that your
claims must be true. It enhances your credibility because
you certainly wouldn't guarantee a full refund if your
product or service didn't deliver as promised.
Maybe you're reluctant to provide a money back guarantee
because you're afraid some people may take unfair advantage
of it. I've learned by experience that you don't have to
worry about refunds if you offer a quality product or
service at a fair price. The buyers who take advantage of a
money back guarantee represent only a tiny percentage of the
total increased business generated by the guarantee.
MAKE YOUR OFFER BETTER THAN RISK FREE
Did you ever decide to buy something then change your mind
at the last minute? Maybe you even had your checkbook or
credit card out but stopped at the very last second. Some of
your potential customers do this. You can convert many of
these "almost sales" into customers by offering a guarantee
enhanced with a bonus. TV informercials use this technique
all the time. You can copy it to increase sales in your
To use this technique, add something extra to your offer as
a bonus and tie it into your guarantee. If your customer is
dissatisfied and uses your guarantee, he or she can return
the product or cancel the service and get a full refund.
But, they don't have to return the bonus item. Now your
offer is better than risk free. This "free bonus you can
keep" motivates many "almost buyers" to take action and
Sometimes you can offer a guarantee your customer
automatically gets from somebody else. It may be a guarantee
from the manufacturer or even a legally required guarantee.
For example, most states require life insurance companies to
refund 100% of the premiums paid when a policy is returned
within 10 days after delivery. Many insurance agents
persuade prospective buyers to submit an application with
the premium payment based on this guarantee. This is a good
example of a guarantee provided by somebody else (government
regulators). It's also an excellent example of reversing the
risk from the buyer to the seller.
REVERSING THE RISK FOR A SERVICE BUSINESS
Removing the risk by providing a money back guarantee works
well when a product is involved. But, how do you provide a
guarantee when the transaction involves a service? Your
customer can't return yesterday's plumbing job. The work was
Instead of offering a money back guarantee, a service
business can provide a guarantee to solve the customer's
problem. For example, our plumber in the example above can
guarantee to come back without charge as often as necessary
to stop the leak. A landscaper can replace without charge
any plants that don't survive for at least 6 months. A sales
consultant can continue working without charge until the
promised sales results are achieved.
REVERSING THE RISK FOR A BUSINESS OPPORTUNITY
Nobody can guarantee someone else's success in operating a
business. But, there are some things you can do to lower the
If you offer a MLM/Network Marketing business opportunity,
your company is responsible for any guarantees involving
their products or services. However, you can lower the
business risk for your new distributors by offering support
in sales and recruiting. For example, you can:
* Provide free prospect leads.
* Recruit their first few distributors.
* Conduct 3-way conference calls to help persuade their
prospects to sign up.
* Provide free recruiting postcards.
Any sales or recruiting support you offer reduces the
business risk and convinces more people to sign up under
Start thinking about some of the things you can do in your
business to reverse the risk for your potential customers
and clients. Then implement them and watch how fast your
sales and profits increase.
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
Email: BobLeduc@aol.com Subject: "Postcards".
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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