A Competitive Weapon   One of the reasons people dont buy from you is the perceived risk they believe they are taking in purchasing your product or service. These risks include:   1. Making the wrong decision 2. Losing money 3. Not receiving what they paid for 4. Not being satisfied and then not being able to recoup their investment.   There are a number of risks that people must hurdle over to purchase your product or service. One strategy to overcome these risks is to offer a rock solid guarantee that will make their purchase risk free, or at least decrease the risk as much as possible.   A strong guarantee makes it less threatening for people to consider your offer. You lower the barriers that prevent people from doing business with you. You give them a compelling reason to buy today without fear of looking bad tomorrow. By removing the risk to buyers through guarantees, your business will stand out. Youll make it easy and fun for people to buy from you and your profits will dramatically increase.   I understand that delivering any product or service is not risk free, but by stating and trumpeting your guarantee it will decrease the risk in your prospects mind and increase their trust and willingness to buy from you.   The Guarantee Myth Revealed!   Businesses shy away from making strong guarantees because they think that a large percentage of their customers will take them up on it. Studies have proven this belief to be false. At most, only about 1-2% of your customers will ever take you up on your guarantee.   Ask yourself the following questions:   How many of my current customers have complained to me about my products or services in the past month?   In the past year?   How many of my customers have asked me for their money back or to replace a product or redo a service that weve provided?   Youll find that if your product or service is of acceptable quality (even mediocre quality), you should have few complaints, if any. (If you have a lot of complaints, thats okay. Now you know where to focus your efforts!)