August 2011
Beginner
288 pages
7h 30m
English
Chapter 16
Close the Sale by Reversing the Risk
The most common reason why people are often hesitant to buy a product or service is because, in one way or another, almost every transaction is a risk. “What if the product doesn't work?” “I wonder if the claims are true?” “Perhaps it is a scam.” “Can I afford to really buy it now?” “Do I really need it?” These are all thoughts that people have at the point of purchase.
There are a number of reasons why people may discuss or even negotiate the sale with you right up until you think it's a deal, and then they walk away to consult with their spouse, or maybe to just think about it. Of course, once they wander off to think about it, the chances of them coming back to buy are greatly diminished. It is a great opportunity lost.
One way to change this situation is to take away the risk.
Four Kinds of Risk: Emotional, Physical, Financial, and Social
In business, the majority of purchases of goods or services are expensive. It costs a lot of money to buy new equipment, to engage consultants and advisors, or to obtain quality facilities. Whether a company is large or small, the performance of these products or services has the potential to impact the initiator's reputation, the company's performance, and in many cases can make or break them. The results not only affect the people directly involved, but also other staff, suppliers, and even their families.
The first step in reversing the risk is to research the supplier's reputation. If appropriate, ...
