So much of what makes a great salesperson is their perspective…

And this applies when you’re selling one-to-one, as a salesperson, as well as one-to-many as a marketer or advertiser.

You really have two places you can focus.

— You can focus internally, on yourself.

— Or you can focus externally, on your client or prospect.

The reality is that most people in general — including people in selling — are so consumed with themselves and their own thoughts that they never really connect with their prospects.

It’s an ego thing.

They’re obsessed with themselves.

They’re turned toward themselves.

And so they focus nearly 100% on what they think is right, what they want, and what they think will make them look good.

… Instead of what really works.  Which is to focus on the client, on the prospect, what needs they have, what challenges they face, and how you can help them.

This makes me think of the client who refused to guarantee his product…

I hated this.  And this one thing, among all the things, told me to watch out for the guy.

I once worked with a publisher of computer-based training.  And as good as he was, and his training was, he refused to guarantee his products.

Now any good marketer or salesperson worth their salt understands the power of a guarantee.

It tells your prospects that they can trust you.  It tells them you stand behind your product.

It tells them you believe in what you’re selling enough that you’re willing to take on the risk of the transaction, rather than pushing that risk on them.

A good guarantee also increases sales in nearly every instance it is used.

There are maybe three instances where you don’t use a guarantee.

— When you are intentionally selling against the guarantee, to weed out bad prospects, especially for higher-end products or services.

— On introductory offers where the risk to the buyer is so low and the financial weighting so clearly in their favor (such as when you’re paying more to get the product to them than they pay) that you can actively just say it’s not part of the deal.

— Or if you’re really, really dumb.

Dumb marketers are obsessed with themselves…

So the justification I heard for not offering a guarantee was the worry that other people would take advantage of it.

This guy distrusted his audience so much that he was unwilling to stand behind his product.

Now, I’ve offered guarantees before.  And I’ve definitely been burned by individual customers.  The person who tried the product for the full guarantee period, visibly used it full-tilt, and then asked for a refund at the 11th hour.

Screw those guys.  Yeah, they’re scum.  If that’s you, think about how that behavior may actually be holding you back from your own success.  What value can you expect others to place on you when you treat others with such disrespect?

But in any audience, the actual number of these people is small.

If it’s 10%, you’re probably targeting the wrong market.

Research suggests that about 1% of the total population is a psychopath.  And 4% is sociopathic.  And not every one of those is going to lie to you every time.  But even so, you’re dealing with 5%.

The reality is that the refund rate on people taking advantage of you is probably between 1% and 3% if you have a digital product and make it easy.

But using a guarantee will pretty much always increase sales by much more than that.

If that’s not the real reason, what is?

Well, it’s probably that the person was so obsessed with not being taken advantage of (a selfish desire) that he couldn’t focus on how to serve the other 95%+ of his market that would benefit from the guarantee.

Shift your focus from yourself to your client to learn how to sell better…

Think about this.

You have a prospect who is on the fence.

They have the problem your offer solves.  They want a solution.  They’ve been looking actively for a solution, and have landed on yours.  They want to buy your product.

But they’ve been screwed before.  They’ve been ripped off by marketers and salespeople who over-promised and under-delivered.  They’re afraid it’s going to happen yet again.

And here we’re assuming you actually create a quality product.  One that delivers on what you promise.

Is it in their best interests to get your product?  Would it be to their benefit if you were to do anything and everything possible to get them to buy?

Yes, and yes!

If you refuse to guarantee the purchase, you’re doing them a disservice.

You’re making it harder for them to say no.

You’re making it easier for them to walk away, without ever benefiting from your offer.

If you’re too caught up in your own crap, your own distrust of the market, to actually guarantee your product and take on that risk of the transaction, you’re doing this person a disservice.  You’re telling them it’s better for them to walk away from your offer that could benefit their life, than it is you to take on a minuscule risk that they’re going to ask for a refund.

Not only that, if do what’s right for them, you’re doing what’s right for you, too.  Because you’ll close more sales, and enjoy bigger revenues and profits.

There are a thousand other ways that client-centered selling manifests…

This guarantee is a great example.  But there’s more.

How about your sales message?

Are you a marketer who says, “We have 38 years of experience, and we’re trusted by such and such brands…”?

Or are you a marketer who says, “Hey, if you’re dealing with this problem, I have some good news for you.  I’ve built my life and career and reputation on solving that specific problem.  And it’s very likely I can help you.”

Sure, your experience may eventually be what your prospect wants to hear.  But first, they want to hear about their most-favoritest topic in the whole entire world…  Themselves.

They want to hear about their needs, wants, and desires.  They want you to attack their enemies, and soothe their insecurities.  They want to know you’re on their side, and you’re an advocate for them, there to help them overcome their challenges.

The more you do that, the easier it is for them to trust you.

And the easier it is for them to trust you, the easier it becomes for them to buy.

Yours for bigger breakthroughs,

Roy Furr

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