nternational freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about If you were sure of your desired outcome, would you take a chance on something new? Of course you would. What does this have to do with business? Everything. You see, taking the risk out of a new opportunity always makes the proposition seem much more attractive. It's a concept called Risk Removal. This concept has been used with the incredible success by some very well known businesses. And it can be used by you to make more sales, and get more business from the customers that are inquiring about your product or service. You probably will have also heard of this concept when offered as "a guarantee".

Risk removal means simply this: In a normal buyer/seller relationship, it's usually the customer that takes the risk that the product or service works or suits their needs. They must make a purchasing decision based on a whole range of issues, and, if the product or service does not meet their expectations, they lose out.

So what I'm suggesting to you is that you can greatly increase the amount of business you do, and the amount of customers you win, or enquiries you turn into sales, when it is you, the seller, that takes on the risk and not the buyer. In other words, there is no risk of disappointment to the customer.

You see, if you have nothing to lose in an action, any action, then you are much more likely to take a chance on trying something new. The same applies with business. If customers think they can't lose by dealing with you, then more often than not, they will deal with you.

I'm sure you know of businesses to guarantee, either totally or partially, their product or services, but do you realize the effect that it has for them?

I'm sure that you can think of many examples that might be familiar to you. Federal Express, the international freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about $

e business from the customers that are inquiring about your product or service. You probably will have also heard of this concept when offered as "a guarantee".

Risk removal means simply this: In a normal buyer/seller relationship, it's usually the customer that takes the risk that the product or service works or suits their needs. They must make a purchasing decision based on a whole range of issues, and, if the product or service does not meet their expectations, they lose out.

So what I'm suggesting to you is that you can greatly increase the amount of business you do, and the amount of customers you win, or enquiries you turn into sales, when it is you, the seller, that takes on the risk and not the buyer. In other words, there is no risk of disappointment to the customer.

You see, if you have nothing to lose in an action, any action, then you are much more likely to take a chance on trying something new. The same applies with business. If customers think they can't lose by dealing with you, then more often than not, they will deal with you.

I'm sure you know of businesses to guarantee, either totally or partially, their product or services, but do you realize the effect that it has for them?

I'm sure that you can think of many examples that might be familiar to you. Federal Express, the international freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about

ot meet their expectations, they lose out.

So what I'm suggesting to you is that you can greatly increase the amount of business you do, and the amount of customers you win, or enquiries you turn into sales, when it is you, the seller, that takes on the risk and not the buyer. In other words, there is no risk of disappointment to the customer.

You see, if you have nothing to lose in an action, any action, then you are much more likely to take a chance on trying something new. The same applies with business. If customers think they can't lose by dealing with you, then more often than not, they will deal with you.

I'm sure you know of businesses to guarantee, either totally or partially, their product or services, but do you realize the effect that it has for them?

I'm sure that you can think of many examples that might be familiar to you. Federal Express, the international freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about

ly to take a chance on trying something new. The same applies with business. If customers think they can't lose by dealing with you, then more often than not, they will deal with you.

I'm sure you know of businesses to guarantee, either totally or partially, their product or services, but do you realize the effect that it has for them?

I'm sure that you can think of many examples that might be familiar to you. Federal Express, the international freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about

nternational freight company guarantees delivery of your parcels ----- "absolutely, positively overnight". The local postal authority in most countries in which they operate offers the same service. In the U.S. it will cost around $35 to send a parcel from Denver to San Francisco with Federal Express overnight for morning delivery, and around $15 through the U.S. mail. In the U.K. a similar situation exists. In Australia it will cost you about $35 to send a small envelope from Sydney to Melbourne overnight. The same parcel will cost about $6 overnight through Australia Post with a next day delivery.

What makes customers choose Federal Express over the local postal service in the vast majority of cases, when a competitor offers the same service at a cheaper price? You guessed it, the guarantee ------ the removal of the risk and, more importantly, the way it's promoted. Their name rests on it.

"Absolutely, positively overnight" belongs to Federal Express and, Comet. It's their Unique Business Difference. And they have made it the core of their business.

A guarantee not only reiterates a businesses commitment to their product or service, it also gives the customer a great reason to choose whom to give their business to.

And it's a concept that can have a marked effect on your business and its growth, in that by removing the risk associated with your product or service, you can actually get more customers. I've seen businesses implement this concept with staggering results. But I've seen many more who won't even try it because they fear that the customers will take advantage of them.

It's important, at this stage, to go over two things. Firstly, you, as the seller, have the power to set the terms of the risk removal. That is, you don't have to have an unconditional guarantee. By that I mean you don't have to offer something like, "if you're not 100% satisfied with everything about the product or service, will give you your money back". (This is discussed in much greater detail in other articles and in my audio CDs.)

The second point is that whatever your Risk Removal, make it blatant and extraordinary. You see, you can have a significant advantage over your competitors b