Will the shoes fit? Should I take the risk and buy them online?
Is this the right car for me, especially with all the driving I have coming up?
Should I hire that firm, finally? Can I trust them?
These are some of the questions we ask ourselves when making a purchase. It is normal to have doubt and fear and question before we make a decision to move forward. It is normal to doubt and question. And normal for that doubt to prevent us from moving forward.
Yet many business owners seem to forget this when it comes to selling their own products, programs and services.
Think about your prospects . . .
What are they thinking before they pull the trigger to buy . . .
While you can and should address the major objections of your target market, it is impossible to know all of their concerns, fears or doubts.
So how do you address them in a universal way?
One simple answer — a guarantee.
With a guarantee, you can remove the fears of your prospect by taking on all of the risks and removing the risk from them.
Take Nordstrom’s for example, for their infamous guarantee. It is not full of rules and regulations. It is focused on the customer.
What is your return policy? We handle returns on a case-by-case basis with the ultimate objective of making our customers happy. We stand behind our goods and services and want customers to be satisfied with them. We’ll always do our best to take care of customers — our philosophy is to deal with them fairly and reasonably. We have long believed that when we treat our customers fairly, they in turn are fair with us. We do apply returns to the tender it was purchased with. If no record of sale is available and we choose to provide a refund, your…
