OPERACIONALIZACIÓN DE VARIABLES

Consumers are hesitant towards purchasing any product or service (especially major purchases) — and people don't want to make the wrong decisions.

If you can overcome that hesitation to take action by offering to guarantee their purchase and reverse the risk of buying, you’ll get a lot more business. That’s a given.

Think of it this way... If a customer comes back to you with a problem, a complaint, or a change of mind, you’d probably give him back his money anyway, right? But few companies have the willingness to make the guarantee of risk reversal a strong part of their sales proposition. I say “risk reversal” because most of my clients never realize that whenever a sales proposition is extended to a prospective customer, someone has to take the risk; either the seller or the buyer.

Far too often, companies make the buyer bear the risk. That’s a big mistake.

By turning the tables and taking all the risk off the buyer and assuming it yourself, your sales proposition is so much more powerful, appealing, and embraceable that considerably more customers will break out of their paralysis and take advantage of your offer since there’s no risk on their part to do so.

Here’s some sample copy to get you going. I wrote this as part of a promotion for a bodybuilding client:

Your Bullet-Proof Protection...

If, by the 90th day of training on Power Burst principles, you haven’t nearly doubled your strength and improved your size and/or muscle definition a bare-bones minimum of 20% or better, I want you to write and tell me and I’ll gladly refund your entire purchase price on the spot — no questions asked.

On the other hand, if my Power Burst Training method produces incredible results for you, I want you to not only write and tell me about it — but tell your friends too!

Even if you do decide to stop the program or send for a refund, I want you to keep the $500 weight training video program for your faith in me now.

— Leo Costa

Personal Weight Trainer

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Here is the most liberal guarantee I’ve ever written (or seen):

Jay Abraham’s Totally Risk-Free 100% Money-Back Double Guarantee...

Purchase as many sets of transcripts as you like. Read them over thoroughly (perhaps several times each). Then, take the ideas you get from them and immediately put them into action.

If you discover that the ideas you use don’t pay off, you can get a refund of every penny you paid up to nine months after you order your transcripts! That’s right, TAKE NINE MONTHS TO DECIDE IF

THEY’RE ANY GOOD OR NOT!

Or, if you read Jay’s consultation transcripts and you feel right away that the information isn’t useful or appropriate for your situation — and you honestly can’t use any of the ideas you get from it — Jay will refund your entire purchase price on the spot. No questions asked. No hard feelings, either.

And here’s the best part: Even if you do decide to ask for a refund, Jay will send you Gary Halbert’s Advertising Brainstorming Transcript (valued at $2,500) absolutely FREE. Why such a generous guarantee?

It’s Jay’s way of assuring you that — in the remote possibility that your business is so unique or difficult that not even his principles can help you — you won’t have to pay for something you can’t use. Jay is purely “performance based,” and if you honestly can’t benefit from what he teaches or advises, he doesn’t want your money. It’s that simple.

However, you’ll never know until you try. That’s why he’s giving you nine months to validate his concepts — beyond any question — not that they merely can help you make money, but that they do help you make money. If they don’t, you’re not out a dime. Instead, you get a $2,500 bonus just for your trouble!

He can’t possibly be any fairer.

* * *

Before you get scared about reversing the risk to your customers, let me tell you this irrefutable fact...

When a company reverses the risk and assumes the risk for the customer — double or triple sales increases are often the result. Yes, a few customers will take advantage of your guarantee. But, as a rule, so many more people will buy from this strategy of reversing the risk, that the refund levels are virtually unimportant. Even if you do get refund requests, it’s easy to turn those requests and complaints into compound profits.

Here’s just one example (one I’ve used several times very successfully) of how you can actually create a new profit center around your customer requests...

Through an inexplicable maneuver (and though I usually demand that my clients’ products and services are absolutely top-quality and well-respected), I once took on a “quick-fix” consulting client whose product was of incredibly poor quality. In fact, he was getting almost more returns and refund requests than he was making in sales. He was really in trouble.

I decided to craft a very nice letter that apologized so unreservedly for the poor quality of the product that customers couldn’t help but be impressed at our sincerity. But what made this letter really successful was that we offered to make up to the customer for the ill will they felt toward us by giving them incredible savings on similar and kindred products from sources we had negotiated incredible wholesale prices from.

We invited the customer to simply telephone us and tell us what product they had selected, we would have it shipped out immediately and adjust their account accordingly — refunding the difference or billing their charge card the slight additional amount.

The customers loved us. They got rid of the terrible purchase they had made and they got to purchase the top- quality products they really wanted. Everybody (including my client) won something out of the deal.

Of course, if the customer was dead-set on getting a complete refund, we happily sent it to them. But so many people took advantage of the discount pricing on the other products, we ended up making more from our refund requests than we did off the original product!