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 4
Strategies That Reduce Buyer Risk
The winners in the competitive selling arena of the
Information Age are those who are the low risk
providers, not the low price providers. These four
simple solutions will help you reduce your
customer’s perception of risk.
1. Build solid, deep relationships with the key
decision-makers. Relationships mitigate risk. The
greater the relationship, the lower the perceived
risk. That why the salesman with the longer
relationship almost always has the benefit of the
doubt in a competitive situation. It’s not the
price, it’s the risk.
2. Make ample use of third party recommendations,
customer lists, case studies and testimonials. All
of these say to the customer that someone else, or
lots of someone elses, have used the product or
service. That means it’s less risky for your
customer to buy it.
3. Try to get your customer as physically involved
with the product as possible. For example, if you’re
selling a piece of equipment, try to get the
customer to trial the equipment, or at least visit
somewhere it’s being used. The more your customer
can see and feel the actual thing, the less risk it
is to them.
4. Finally, work with our company to create offers
that reduce the risk. Trial periods, money-back
guarantees, delayed billing, warranties, service
desk… all of these reduce your customer’s perception
of risk.
Dave Kahle has
published over 500 articles, five books, and
numerous multi-media training programs and serves on
the editorial advisory panel of two newsletters: The
Competitive Edge and Sales & Marketing Excellence. (www.DaveKahle.com)
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Melissa Data
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