Take away the risk of doing business with you.
Today, we are marketed to constantly and everywhere it seems, and as a result people largely ignore hype. The ad rarely generates the interest by itself, a person has to have been somewhat interested for the ad to even get their attention. Once you have someone’s attention, the first thing they think is, “can I believe this”? If your marketing offer is believable, then the next thing they think is “how much”? Obviously, if the price is too high, they bail. Assuming the price is reasonable, NOW is where the important step of taking away the risk comes into play. By removing the risk you are getting them to say, “OK, why not!” The decision process I just described takes place in about 2-10 seconds!
Is this something I’m interested in? NO-YES
Is this believable? NO-YES
How much?
Is it worth it? NO-YES
Decision made. Time elapsed, seconds.
Take away the risk of doing business with your small business. Take away ALL risk. Offer a 100% money-back guarantee or even a 150% money-back guarantee. It’s very simple, people don’t want to be stuck paying for something that is not what they expected. Remove the barrier.
For my payroll service business, Van Cleve Payroll, the fee I charge with each payroll is in the form of a printed check, made out to my company, delivered along with their employee’s paychecks. I tell them that if they are unhappy, if they feel I did not earn the fee, to please tear up the check. All other payroll services, as far as I am aware, automatically deduct their fee and the customer has no say. I give them the control. That’s my way of removing the risk.
{ 6 comments… read them below or add one }
thanks for shairing your info..
ye, but then there must also be something like a guaranty that i get my money back. one time i didnt get it back although it said so, and since then i am very cautious.
Very well written. I totally agree with you. When people go with small business they are expecting risk-free opportunities, and will hardly go through if there are some double-checks.
nice article.. thanks for sharing this info
i am agree with you..thanks
i am totally agree with you
the marketer or the seller must think like the customer and if you do this and your thinking is logic i am sure that you will sell your goods through a good network of customers