Reduce Risk With Guarantees
Practical ways to reduce risk with guarantees, so customers feel safe to say yes.
A good guarantee shows confidence. Make it simple and real.
10 tips that really help
These ideas come from Influence (Robert Cialdini), Pre-Suasion (Robert Cialdini), Thinking, Fast and Slow (Daniel Kahneman), and everyday practice. The first six help the most. Pick one and try it today.
Risk holds people back
A guarantee removes fear and makes it easier to say yes to something new.
Offer a fair one.
Offer a money-back promise
State the terms clearly and honour them without argument.
Write it in plain words.
Offer a trial period
Letting customers test your product before committing reduces their worry.
Define the length.
Offer free changes or swaps
Knowing they can adjust later lowers the fear of choosing wrong.
Allow reasonable swaps.
Provide a satisfaction commitment
Promise to fix issues quickly and keep customers informed.
Spell out your steps.
Share your track record
Evidence of past success supports your guarantee.
Show real numbers.
Make claiming a guarantee easy
Complicated refunds damage trust, so keep the process simple.
Test it yourself.
Be ready to honour every claim
Respond promptly and politely when someone uses your guarantee.
Train your team.
Explain the limits honestly
Clear conditions avoid disputes later.
Avoid surprises.
Use claims to learn
Track the reasons people use the guarantee and improve your offer.
Review monthly.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“If you are not happy in thirty days, we refund you.”
“There are no hidden conditions.”
“Most customers never ask.”
“Does that help?”
“It is in writing.”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Decide what you can guarantee
Write it in plain words
Remove hidden conditions
Show it clearly
Honour it quickly
Track claims
Review
Further reading
- Influence (Robert Cialdini)
- Pre-Suasion (Robert Cialdini)
- Thinking, Fast and Slow (Daniel Kahneman)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Why People Buy”
Keep going. Small steps every day make a big change.
← Previous: Show the Next Step PlainlyNext: Offer a Small First Step →
- Reciprocity: Give First
- Commitment: Start Small
- Social Proof: People Follow People
- Authority: Show Your Expertise
- Liking: Be Someone People Enjoy
- Scarcity: Real Limits, Honest Deadlines
- Unity: Be Part of Their Tribe
- People Buy With Feelings, Justify With Facts
- The Two Minds of Every Buyer
- Why Choice Overload Freezes People
- Anchoring: Why the First Number Matters
- The Fear of Missing Out
- Loss Hurts More Than Gain Feels Good
- Why People Hate Change
- Pre-Suasion: What Comes First Matters
- Frame Your Offer Positively
- Ask Small Questions That Say Yes
- Use Reassuring Words
- Choose Your Moment
- Create a Comfortable Environment
- Start With Common Ground
- The Line Between Persuading and Pushing
- Never Fake Scarcity
- Use Social Proof Honestly
- Be Transparent About Trade-offs
- Persuade With Their Interests, Not Yours
- Why Honest Sellers Win Long Term
- The Newspaper Test
- Offer Clear Defaults
- Cut the Number of Options
- Show the Next Step Plainly
- Reduce Risk With Guarantees
- Offer a Small First Step
- Remove Hidden Hassles
- The Analytical Buyer
- The Quick-Decision Buyer
- The Relationship Buyer
- The Cautious Buyer
- Buying for a Team vs Buying Alone
- Adapt Your Style in Minutes
