Risk. It’s the reason why all of us think twice before making a significant purchase.
Risk is defined as “the possibility of harm, loss or injury.”
The experienced sales professional, the top 5-10% producer, is one who understands that to increase his or her probability of success they must decrease their client’s risk of failure.
The greater the risk, the lower the probability of success. So when you eliminate the risk for the buyer you consequently increase the probability of a sale.
So how do you decrease the risk for the prospect? Here’s three ways:
1. A money-back guarantee. This is the Michael Jordan of them all. If they’re not fully satisfied give every penny back, or give a variation thereof. If you can find a way to employ this you might literally double your sales.
2. A three day right of rescission.  Rescission is the right to change one’s mind. It may not work for all products but regardless it’s a very powerful option.
3. The trial run.  The prospect can take small steps (if possible) and test us out the product or service before fully committing. A test drive of sorts.
Depending on your product or service there may be many other options available to you, just make sure to employ one or more and you will inevitably reduce the risk your prospect is experiencing.
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