How to reduce your buyer’s fears

Is buying from us really so scary? What fears could our buyer possibly have?

A buyer fears handing over money to you because of all the things that could possibly go wrong, resulting in a loss of money or time for them, or making their life more difficult. Reducing their fears is about reducing these risks.

Here is a list of ways to give people the confidence to go from interested, to sold:

Share their risk

  • Money-back guarantee
  • Warranty
  • After-sale service or support
  • Free returns
  • Free trial
  • Try before you buy
  • Buy now, pay later
  • Pay what you want
  • Performance based pricing

Prove it works

  • Demonstration
  • Deliver a smaller product/service/sample to demonstrate
  • Ride along with another job/client
  • Referral or recommendation from someone they respect – an authority or a friend
  • Proof of results/success
  • Testimonials or case studies

Make the payoff outweigh the risk

  • A discount so big it’s worth the risk
  • Include so much extra value it’s worth the risk

Consider your own near-purchases

Usually when we consider a purchase but don’t go ahead, it’s not because we lack a reason to buy it, it’s because we a have a bigger reason not to. Use this list to remove or reduce these sales-killing doubts.