No Risk Selling
Probably the greatest fear that prospects have, is the fear of making a wrong decision. Haven’t you experienced this yourself?
The what if’s get in the way
And when they do, procrastination can deprive our prospect of the wonderful benefits that our offering can provide them, and we can lose the opportunity to serve them and to have another happy customer. It is much easier to not make a decision, then it is to make a decision.
At the point of decision our prospect’s brain can “flip flop”.
It can flip from “Yes it feels safe to go ahead” to “I’m not so sure, maybe I should give this more thought.”
Fear of making the wrong decision can be very powerful and we can relate to this because we have all experienced this ourselves. So how can we help our prospect…
Remove the fear of making a wrong decision?
Can we take away all of the risks associated with making a decision? I often ask this question of participants in our TOP GUN Sales Workshops. What are the very real fears that our prospect may have in their mind?
If this is not the right decision then I’ll,
- Lose my money
- Waste my time
- Look stupid
In the end, all buying decisions are made emotionally, in the right hemisphere of the brain, while the left hemisphere looks for all of the logical reason why we should go ahead or not.
This is why it is not enough to get our prospect emotionally excited about going ahead.
We must also give them enough logical (left brain) reasons why they should go ahead, in order to justify their emotional decision. This is why we need to ask our prospect questions which evoke both emotional responses, as well as logical responses. We must then present our solution (product or service) so it addresses both emotional as well as logical reasons to go ahead.
So how can we remove any risks associated with going ahead?
I often ask sales people in workshops, what will you and / or your company do if your client is disappointed in your product or service?
- Will you take your product back?
- Will you refund your client the money they have paid?
- Can you make them happy?’
- Can you reassess their needs and offer an alternative?
In most cases these sales people say YES we do that now.
So my question to them is does your prospect know this?
“Well I guess they do!” “Or do they?”
If you can eliminate the risk associated with making a wrong decision, then there is no risk, is there?
You want a happy customer as much as they want to be a happy customer
So why not make it clear to your prospect that you and your company will take all of the risk?
This is called RISK REVERSAL
Tell your prospect that you will take all of the risk and they can make their decision risk free.
- If you have a money back guarantee, then tell your prospect
- If you have an exchange policy then tell your prospect
But won’t some prospects take advantage of us if we do this?
The short answer is yes, some will. We have offered a money back guarantee to our clients for 32 years now on all of our workshops, seminars, coaching programmes, CD and DVD programmes
Have we had clients who have taken advantage of us? Yes we have, but I can count these on one hand. Have we made extra sales and profits through this policy – ABSOLUTELY YES.
Reversing the risk makes it easier for our clients to say yes. So if you have policies that reverse the risk for your clients tell them.
We’ll take it back if you lose your job within the next 12 months
At the time I am writing this, we are facing hard economic times across the world. One automobile manufacturer has taken the unprecedented position of offering to take back their customer’s new motor vehicle, if their customer loses their job within the next 12 months. Will they have to take back some vehicles? Probably yes. However will they sell some extra vehicles because of this guarantee? That’s a BIG YES!
Have a great week, make it a great week.
Wayne Berry
PS: For information about sales coaching by Wayne Berry or to find out about sales workshops that you can do on-line from anywhere in the world Visit our website www.topgnba.com.au. You'll be guided and coached by your own personal Top Gun Sales Coach who will talk with you and tailor this training for you.
