A mother was looking to buy a pony for her little girl. She had done her homework and knew exactly what she wanted. After a bit of searching the mother found 2 ponies that were virtually identical in size, age, temperament and training. All that differed between them was the asking price.
The first farmer wanted $500 for his pony. He told the mother all she needed to do was to write him a check for $500 and the pony would be delivered to her.
The second farmer wanted $1000 for his pony. He wanted the little girl to have the pony right away but he didn't want any payment for it.
Instead the second farmer offered to deliver the pony to the little girl for a full month. He'd bring all the pony's feed and supplements for that month, so it wouldn't cost the mother anything to "try out" the pony. And he'd send his barn manager over to the little girl's house once a week to teach her how to groom, feed and care for her pony. He told the mother that the pony was kind and gentle, but that the little girl should ride the pony every day, just to make sure they got along. He also offered two free lessons with his wife (who happened to be a certified horse riding instructor). All at absolutely zero cost.
If at the end of the 4 weeks, if the mother decided she wanted the pony, then the $1000 would be payable then. And if she decided that she didn't, then the farmer would send out his barn manager to clean out her stall and pick up the pony. No questions asked, no mess left behind, no payment needed.
Which pony do you think the mother bought for her little girl?
Obviously there was no contest. And it will be no contest for you if you incorporate strong risk reversal in your business operation. By completely eliminating the risk from the buying decision - you make it easier for your client to say "yes" instead of "no" and you eliminate the major barrier to them buying.
You need to totally and completely guarantee the purchase for your client. Think about what your clients want most from purchasing your product or service. Then guarantee them that outcome, or they can have their money back. If it's not practical to fully guarantee the entire purchase then guarantee whatever portion of the purchase is practical.
Take my guarantee for example. I back all my services with my 100% Grin-Ear-To-Ear Happiness Guarantee. If for any reason my clients aren't happy with any of my work - then I'll do whatever it takes to make them grin ear to ear - whether that means: completely reworking a campaign at my cost, refunding their money, or both. No hard feelings. Whatever it takes to make my clients happy, I'll do it.
And everyone wins.
My clients win because they get a truly amazing service or they can get every penny they paid back. I'm motivated to work even harder to ensure my client is happy because of my guarantee. And I win because I get a happy client who'll keep using my services and will spread the word.
Reverse the risk in your business and place this message up front and center in all your marketing. Watch what a difference it makes.