Offer a Guarantee of satisfaction or performance.

I’m not talking statutory rights here. I’m talking about a generous guarantee over and above people’s expectations. This is one of the best ways I know to overcome any price resistance. Remove the risk.

Every transaction involves risk. And since you’re the one asking them to trust you and part with their money, you should be bold and confident enough to take this risk on board. You do this by offering a big bold guarantee.

Now, your accountant or financial controller might be thinking that by giving such a great guarantee you’re opening yourself up for a big kick where it hurts.

Well, technically you are, but in practice it never happens. Most people are fundamentally honest and won’t cheat you or take advantage of you. Most decent people won’t even call you on your generous guarantee even if they’re entitled to.

And if a few do, so what? If you get 100 extra orders a month because of your guarantee and get kicked a couple of times, the extra profit you make from having the confidence to offer the guarantee and shoulder the risk yourself more than makes up for these small losses. Have confidence in your products or services and test big bold guarantees. It’s one of the simplest and best ways to grow your business – with the minimum of fuss and it’s fast.

All the best,

Steve Clarke