Author Login | Popular Articles | RSS Feeds | Sitemap

Home | Business | Advertising


Risk Reversal - Eliminate Your Customer's Fear

By: RBoduch

The Mission...To remove any obstacle that stands in the way of a sale.

Most of us has at one time or another been ripped off by some unscrupulous individual or a business of dubious character. Because of this negative experience, we've become fearful of it happening again and so we're very careful about with whom we do business.

Your prospects are no different. They fear being taken in some way. This fear often paralyzes them from making a buying decision. If the fear is too strong, they simply run for cover and avoid the potential pain.

Your job as a marketer is to remove all the obstacles that may be stopping people from buying. By eliminating, or at least significantly minimizing all the hurdles, you are in effect eliminating or reducing the effect of a prospect's objections.

People want to buy. They want to say yes. They desire what you offer. But the fear can often curtail even a strong impulse to buy.

You can overcome this problem and improve your sales dramatically by removing the risk from your prospect/customer and assuming the risk yourself. In taking the risk away from your prospect, you make it easier for him to buy. And the less the prospect feels he is at risk, the more likely he is to want to do business with you.

Examples

You can remove the risk by offering a strong, money-back guarantee. Guarantees are a great way to relieve buyer anxiety and increase sales. The stronger the guarantee -- the more effective it is. A 90 day guarantee will usually produce more sales than a 30 day guarantee, and a one year guarantee is better than 90 days. The longer and stronger your guarantee, the more effective it will be in improving sales.

Another way to apply the risk-reversal principal is to offer a payment plan instead of requiring full payment up front. Three monthly payments of $34 is a safer bet than one payment of $100 for your customer, because he actually gets to try out your product before having committed the full amount for it. As a vendor, you're assuming the risk - you're assuming you'll collect on all three payments.

A third example is to accept a post-dated cheque as payment. You're assuming the risk because the buyer gets full advantage of the product for free, until the cheque is redeemable. There's always the risk that you've accepted a bad cheque, but from the buyers point of view, you must have a solid product that delivers what you say to make such an offer.

How?

You can implement this strategy by improving your existing guarantee. Extend the duration or remove unnecessary restrictions that weaken your guarantee. The more hassle-free you can make - the better.

If you can create a guarantee that is far superior to that offered by your competition, you'll capture more sales and you'll baffle them in the process! They'll be astounded at your audacity, but more customers will flock to you because of it.

Most buyers today have come to expect guarantees, so you might as well offer the best guarantee in the business. Make your guarantee a prominent part of all your marketing communications. Guarantees make it easier to nudge an undecided prospect in your favor.

The interesting thing about guarantees is that with a solid product or service, you'll rarely be called on to honor your guarantee anyway. People tend to relax and forget about it. The longer a guarantee, the more likely they'll leave it for later, which means they'll forget and never pursue it. This is no excuse for putting out products of suspect quality, it's merely an interesting revelation about human nature. So, you might as well make it the most power-packed guarantee in the marketplace and enjoy additional sales because of it!

More resources at www.makeyoursalessoar.com

Article Source: http://www.articlesnatch.com

About the Author:
Robert Boduch is an author of dozens of best-selling books, reports and articles on the art and science of selling. A free newsletter targeted at anyone interested in selling more of anything is available at www.makeyoursalessoar.com

| Print | Ezine Ready | |

Recent Advertising Articles

  • Exhibition Stands By: Chris Ball - In 2009, Matrix Design will bring you some of the best new exhibition products at some of the lowest prices the UK has to offer. Our extensive range of banner stands includes products to suit all display situations. Premier Banner Stand 2009 The Premier banner stand is our best selling standard banner stand from the Matrix range of display products. It is a lightweight, versatile display that is easy to carry plus assembly is extremely easy and takes seconds.
  • Pop Up Displays By: Chris Ball - In 2009, Matrix Design will bring you some of the best new exhibition products at some of the lowest prices the UK has to offer. Nominated for multiple design awards and with over a decade of experience in the exhibition display industry, we strive to provide a quality service for our clients, within budget and in time for all your important events. This year we are pleased to offer discounted rates on our best selling banner stands when buying in quantity.
  • Importance of logo design services in business growth By: JessicaThomson - A logo is a part of a corporate identity. The main intension is to provide a perfect logo designed by a professionally expert logo design service that would turn unique representation of the organization. A good logo expresses the vision, values, directions and embodiment of the business. Creating a brand and corporate identity involves a lot of hard work and thinking. It helps to earn profit when the sale is made; it also helps in the promotion of the brand amongst the customers.
  • Full Color Poster – Projecting the Right Image to Succeed in Marketing Your Biz By: maureen pelayo - In creating advertisements for your business, one thing that you must take note of is the style. If you have decided to use full color poster for such project, you have to make sure that the material will follow a certain taste that will reflect whatever image you want to project to your target audience. How do you want to be seen?
  • Post Card Printing – Helping Your Business Show People What You Are About By: maureen pelayo - Who are you? This is one vital question that you must be able to answer and reflect on all the tools that you use to promote what you’ve got. It doesn’t matter whether you use post card printing, brochures, posters or you opted for the broadcast route, you have to tell people who you are and what you can do for them. So how do you define your essence on tools like post card printing and the likes? It all boils down on you.
  • 3 Ways to Gain Customer Loyalty with the Help of Custom Printing By: maureen pelayo - There are many things that a business person can gain from availing custom printing services for their marketing tools. First, this is an affordable pick. You will have lots of choices in terms of materials and you can personalize them in ways that people are going to appreciate what’s being presented. With such ease that custom printing provides you with, you can focus your efforts in maintaining the clients who have already tried you out. These people are the base of your business.
  • How can you run your car on water? By: Barbara Lacy - Can you run your car on water? In this world of metals and plastics, it is no surprise that even cars can run without fuel at all. However, a car still needs heat energy for the mechanical processes. Today, among the greatest breakthroughs in the automotive industry is the cars that are being ran by water. Do you want to run your car on water? Why not? Once you run your car on water, you will have to save a lot on gas!
  • Recession-Proof Your Business with Publicity…. Fact or Fantasy? By: Roberto Bell - Sheila Danzig claims your business can be made recession proof using free publicity. Test her claims for yourself at www.sheiladanzig.com on the Worldwide Web. Fact: People flock to businesses, offices, practices, and people who are in the NEWS. Why? Because an article about you or your business has an indirect endorsement by the press. Some people won't use a doctor who advertises based on the logic that a doctor shouldn't need to advertise.
  • Hoteles Peru, Distinction At The Reach Of Your Pockets By: Mary Pierce - The main place for ecotourism in Peru is Iquitos in Loreto’s department. Loreto is the largest Peru’s department; it has a similar extension to the neighboring country of Ecuador. The weather in this zone is very hot; usually above 35°C, take your precautions in relation with clothes and drinks. Live a natural contact with the Amazon forest and its amazing biodiversity. Popular National Parks as Pacaya Samiria or Allpahuayo Mishana are also located in Loreto.
  • How Paper Stock Can Affect Your Advertising By: Robert Johnston - How much do you know about paper stock? Until recently, I personally didn’t know much at all. It didn’t seem particularly important for me to know. Now that I have a better understanding of advertising and marketing I can also see why knowing about paper stock can be such an important detail. Unless you’re designing your advertising all by yourself odds are you’ll at some point work with a designer.

Search Ebay

Still can't find what you are looking for? Search for it!


Submit Your link to the Open Link Directory Project

Copyright 2005-2008 MJE Sales, LLC. All Rights Reserved.
Proud member of the ArticleCkr Search Network Search Network!
ArticleSnatch.com is free for both publishers and authors to use and is supported entirely from advertising revenue.
Use of our service is protected by our Privacy Policy and Terms of Service.