Reduce the Risk, Not Your Price
In a business world where so many drop their price at the drop of a hat and then complain that
margins are tight and it’s hard to make a profit, I find it strange that so few businesses give the
consumer what they REALLY want...
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Reduce the Risk, Not Your Price
In a business world where so many drop their price at the drop of a hat and then complain that
margins are tight and it’s hard to make a profit, I find it strange that so few businesses give the
consumer what they REALLY want when they ask for a price reduction, which is RISK reduction.
The money back guarantee, which is offered by EVERY business in this country (because if I’m not
happy I’ll take you to the Department of Fair Trading and I’ll win because the system is in all favour of
the consumer) remains the “forgotten value add”, yet one that is remarkably lucrative and at the same
time very inexpensive to implement (unless you give terrible service and disappoint your customers on
a regularbasis).
Why is this so? Simple. Because most businesses look at the downside of the guarantee, not the upside.
The downside of the guarantee is “the ratbags are going to get us” and that is true, a very small number
of people are going to exploit your money back g
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