It’s a fact.  More accidents, more crime, and more excitement goes on during the weekend than the rest of the week.

It’s bad enough that you have to take risks when you leave the house, but one thing you really need to be mindful of is the amount of risk, or perceived risk, you’re making your prospects take.

Especially new prospects who aren’t familiar with you.

Minimizing your customer’s risk isn’t just something you hear bantered about because “people say you should do it,” it’s something you really need to pay close attention to.

Especially nowadays when it comes to ordering stuff online.  And especially if you’ve never done business with a prospect, or if you’re new in business in general, you really want to make people feel at ease about working with you.

So let’s talk about a couple of ways of doing this:

1. Testimonials.  Most people think testimonials just credentialize your product, but they also speak to your integrity and your work ethic.  That’s why they’re so important.  And that’s also why having “big name” testimonials isn’t enough.

See, your prospects aren’t stupid.  They know if some big-name guru gives you a testimonial, that guru didn’t spend one thin dime with you.  In fact, in many instances, you effectively paid them!  So while the quality of your product MIGHT be represented, your business ethics aren’t.

If you’ll notice, the lion’s share of the testimonials I have all over my website are from regular entrepreneurs.  People slugging it out and fighting the good fight every day just like you and me.  These are the folks who scrutinize things under a microscope.

Passing their test means a lot, because I’m not “hooking them up” with jack!  They’re paying their way and they’re working hard for their money so they aren’t messing around.

2.  Guarantees.  When you give a guarantee, you effectively reduce your prospect’s financial risk down to zero.

I have yet to see a client of mine NOT make more money by giving a stronger or longer guarantee.

And frankly, if you aren’t giving a guarantee, a customer has to start wondering, “Why not?”

I give very liberal guarantees on my products, and when my book comes out later on this month, I’m so convinced it’s going to be one of the most incredible manuals ever released, I’m actually going to be offering a Lifetime Guarantee on it!  (sign up for the early-release and get three free chapters of “How To Make Maximum Money With Minimum Customers”)

Oh sure, we’ll get a couple of weasels who’ll try and rip us off, but I don’t care about them.  I care about the thousands and thousands of people who don’t know me or have never ordered anything from me, who are looking for some kind of genuine reassurance about what they’re spending their money on.

These people are VERY important to me and I want them to be as comfortable doing business with me, as they’d feel if they were walking into my corner store and shaking my hand in person.

Keep these simple, yet critically important things in mind when it comes to dealing with your customers — especially new ones.

Oh, and never drink and drive.

Have a great weekend and…

Now go sell something, Craig Garber

P.S.  SPEAKING of guarantees: $15,000 or MORE in your pocket guarantee, right here

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