You should be very familiar with the concept of a USP (Unique Selling Proposition) and have an effective USP worked out for your company, product or service.
Many times a good risk reversal” strategy can form the basis of a USP. “Risk reversal” means you take the risk of purchase away from the purchaser and put it on yourself. One of the most famous examples ever was Domino Pizza’s promise that they would deliver your pizza in 30 minutes or less, or it would be free.
We do this with our two main services, website design and Internet Marketing. Our website design proposals offer unlimited versions or revisions on the site look, at no extra charge. No one else does that, so it is a big differentiation point. People love it because it takes risk off of them.
Our Internet Marketing programs are month-to-month, no commitment period required, which is unusual in this industry. Again, risk is minimized because if they aren’t happy, or they suddenly can’t afford it, they can just stop.
With both of these we promote them heavily in talking to proposals, in our letters and proposals.
And in both cases we can afford to do what we are saying.
With websites we have a development process that is almost certain to hit a home run with the client. With Internet Marketing, we have a scope of work and a system designed to get visible results, fast. So that has to be part of it.
Think about how you might apply this principle in your business.