Having guarantees that are outrageous, having guarantees that are incredible and that are like no brainers, reduce all the risk for consumers and for buyers will absolutely increase your sales. It’s a proven formula.
Yet shockingly, so many accounting departments and CEOs and upper leadership, they want to protect themselves and not carry any of the burden of risk.
Why?
Because they’re afraid that their product’s not good enough or people won’t like it, or they think it’s going to hurt profits and revenues and the exact opposite has proven, uh, true time and time again.
So the very first way that you’re gonna reduce buyer risk and how a buyer risk management system, is with your guarantees.

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