Customers and prospects are always concerned about what can go wrong when they consider changing what they currently do or adopting a new product or service. Even if they are not happy with the status quo, there’s a perceived level of safety there—it’s the devil they know.
They may not always (or even usually) talk about their fear of trying something new, but it’s always there and factors heavily into the buying decision. You need to assume it’s on their minds and address it adequately.
Here are some ways you can reduce the perceived risk and make it easier for them to buy:
• A small, low priced, trial-size offer
• An ironclad guarantee
• A convincing demonstration that shows your product lives up to your claims
• A step-by-step plan that explains what will happen, and when
• An explanation of the possible problems that might occur and how you will solve them
• A detailed FAQ list with reassuring answers
• Proof of performance, such as customer testimonials, ROI calculators, etc.
To effectively counter perceived risk, you need to anticipate your customer’s worries and possible objections—even if they never bring them up—and show that a) you have already thought about them and b) you have effective fixes for them.
And don’t worry about rattling them by raising a risk they hadn’t considered. As long as you have an effective counter to it, they will be impressed by your thoroughness and relieved that you are so well-prepared. This, in turn, helps allay their fears.
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