How To Double Your Upfront Conversion Rate

Today I'm sharing with you a seemingly simple marketing idea that when used effectively has double and even tripled the upfront response rate of many businesses that have put it to good use.

We know the market place is largely apathetic towards purchasing almost anything - and especially when making major buying decisions. People are practically paralyzed by fear of making the wrong decision. Is your guarantee strong enough to overcome that fear and reluctance to action? If you can remove, minimize or eliminate altogether the risk of doing business with you will get a lot more business.

When ever some one enters into a business transaction whether its implied or not one party is almost always more at risk than the other. The vast majority of the time the buyer is left to take on all the risk. The more you can shoulder the burden of this risk the more likely people will favor you with their business.

The concept of risk reversal is not hard to grasp and as long as you are providing a quality product or service that is of benefit to your clients, than people will flock to you.

Here is a simple concept of risk reversal. A man is looking to buy a new puppy for his children. He walks into the first store to make an enquiry and is shown a suitable puppy. The man is told 'Take to puppy home if your not happy with it after a week bring it back and you can exchange it or Ill refund your money'

While the owner of the pet shop is removing some of the risk it isn't as powerful or as effective as it could be. This is very typical of many company's guarantees. Very tame and not hugely effective in helping people make a buying decision.

The man decides to go down the road to the next pet shop. Makes an enquiry and finds a suitable puppy this time the owner says to him 'Here's the puppy, a water bowl and a bed for the puppy to sleep in and a book on dog training. Take it all home for 30 days. Let your children look after it and play with it. When 30 days are over and your completely happy with the puppy and your children want to keep it. Then come back and pay me for the puppy. If your not happy for any reason at all bring the puppy and everything else back and you owe me nothing at all'

This is a much more powerful example of risk reversal. He has given his clients a far longer period before the guarantee runs out, has not asked for any money upfront and has man the customers life a lot easier buy offering him a bed and other accessories for his puppy (that he will probably end up buying)

Here is an example of an extremely strong risk reversal from a pest control company BBB K

1. You do not pay our initial charges until we Totally Eliminate every roach, rat or mouse nesting on your premises.

2. If you're ever dissatisfied with our results and want to cancel our service we will.

A. Refund up to 1 year's service charge and
B. Pay the cost of another exterminator of your choice for one year

-Should a roach or rodent be seen by one of your guests, we will PAY THEIR BILL, send them a letter of apology and invite them back as our guest.

-We will PAY ALL FINES that me be levied against your hotel and restaurant by the health authorities for the presence of roaches or rodents, and further%u2026

-Should your hotel or restaurant ever be closed by the health authorities for the presence or roaches or rodents, "Bugs" Burger will PAY PROFITS LOST while you are closed, plus $5000.

BBB K's amazing guarantee allows them to charge two to five times the average price for pest control services in a very price sensitive market. And command amazing customer loyalty.

What does this tell you about BBB K? They provide an exceptional service. They understand extremely well the concerns over their clients. They can and do charge a premium for their service.

Would you be willing a guarantee this powerful? If you did what would it do for your business? Many people when told about this strategy are too worried that people will try to take advantage of them. Will this happen? It's possible however the increase in business you receive from implementing this will far out weigh the small amount of refunds or returns you will receive.

I hope you take the time to implement this powerful strategy in your business. It is one of the few ideas that can really grow your business overnight. Just remember if you do create an amazing risk reversal offer don't be scared to tell people, make it apart of all your marketing messages and watch as people start to flock to your business.