11. Reasons Why

In the previous module we tackled how important it is to have a very strong guarantee and more importantly, tell everybody about it up front and before they buy.

As you know, the benefit of any product or service is usually gained only after the sale is made – which places a risk on the shoulders of would-be customers.

And it’s this risk that often prevents many of them from buying.

So if you can lower or eliminate the risk the natural consequence is people will be more inclined to buy from you.

That’s the secret of creating a powerful guarantee and risk reversal, which hopefully you now appreciate and more importantly, most of your competitors won’t.

By now you should have had an attempt to create or refine your guarantee, and remember you can share this with us and ask for feedback – it is your club after all.

Now there is one extra element we need to add to really, really make a difference, and we have called this ‘Reasons Why’.

By using all of the Business Boosters we’ve covered you’re clearly demonstrating the fabulous value for money that your customers get when they deal with you.

Very much better value than your competitors are communicating.

So good in fact that there is a danger that it could be perceived as being

Too Good To Be True.

So every time you state your offer, you must build credibility and conviction. If you don’t, people won’t believe what you’re saying. It becomes too sensational and therefore unbelievable.

All you actually have to do is give the reasons why you are offering whatever it is you’re offering. Let’s take a simple example – from that estate agent client we mentioned in the last module. If you recall they had a guarantee (this is a real life case by the way) which was:

Estate Agent’s Guarantee & Risk Reversal…

“We promise to sell your house within 12 weeks. If we don’t fulfil our promise, we’ll give you £500. Yes, give YOU £500!”

The estate agent was clever and didn’t place loads of conditions on this offer, which would have been very easy to do, such as…

  • As long as you accept any offer within 15% of the asking price
  • As long as you keep the house clean and presentable
  • As long as you make the changes we’ve suggested
  • The list could be endless!

Remember when you add conditions it renders the risk reversal useless. Conditions show you’re scared.

The initial reaction to this guarantee might well be ‘where’s the catch?’ as it is a pretty remarkable offer and easily falls into the Too Good To Be True category. So they either think you are plain ‘bonkers’ and silly, or there is a catch that makes the guarantee (and every other Business Booster you have used) worthless.

  • Why would your prospects think you are making such claims?
  • How do they think you would ‘wriggle out’ of any guarantee?
  • Why would you?
  • What do your competitors offer?

Each module starts with two relatively open questions which You Must Answer!

You then hit Save.

You will be emailed the rest of the module, which is in a Word compatible format .rtf and a link to a Google Doc, which will allow you to edit online.

This document contains the rest of the module, to include everything we know about the subject, links, examples, and of course further key questions for you to answer as well.

Being your document on your PC or in the cloud, you can save at any stage and go back to at any time too. In fact, this is probably the best way to tackle this work.

So let’s start this module by answering these key questions:


This document contains the rest of the module, including everything we know about the subject, links, examples, and of course further key questions for you to answer as well.