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 customerís 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. Itís not the price, itís 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 itís 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 youíre selling a piece of equipment, try to get the customer to trial the equipment, or at least visit somewhere itís 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 deskÖ all of these reduce your customerís 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. (

Melissa Data

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