I want you to think about something for a
second...
Whenever a prospective client is trying to decide
whether or not they are going to use your
services, they are weighing out the risks
associated with that decision in their mind.
It actually happens in any and every buying
situation.
The prospective client is trying to figure out
how much risk they are taking by spending their
money with you.
Will they waste their money and get no benefits?
Will they have a poor experience with you?
Can you really help them lose weight?
Can you really increase their energy and
vitality?
Will they just be throwing away their money on
someone else who is making them empty promises?
These are the kind of questions and thoughts that
are running through your prospective client's
mind when they are trying to decide whether they
should or shouldn't become your client.
Remember, the way most potential clients see it
is that they are risking everything.
They're risking their time and money and have
everything to lose.
While you aren't risking anything.
If you train them and they don't get any benefit,
you still get paid, but they're not only out time
and money but are miserable to boot.
Do you see the risk they see?
What's important to understand is that it's that
risk that keeps a great deal of people from
actually taking the plunge and using your
services.
They see the buying decision as coming along with
too much risk.
Here's the key: the more of that risk you can
eliminate, the easier and more appealing it will
be for prospective clients to
choose to use your services.
In other words, if you can show your prospective
clients in your marketing that they are risking
very little by trying you out and using your
services, the response that you'll get from your
marketing will go through the roof.
So how do you show prospective clients that
they're risking very little by becoming a client
of yours, you're wondering?
Here's how...
You use, in all of your marketing, what is called
Risk-Reversal.
Risk-Reversal is a simple, yet incredibly
effective technique, where you take all of the
risk in the buying decision off of your
prospective client and put it on yourself.
Risk-Reversal is where you show the client that
you are so confident in your ability to deliver
the benefits that you've promised you can deliver
that you're willing to take all of the risk in
the purchase.
You do this by offering a 100% Money-Back or
Satisfaction GUARANTEE in all of your marketing.
Now before you jump ship and opt out of this
newsletter, give me a second to explain why using
this technique would be a great tool for you.
By having a bold guarantee on all of your
marketing materials you accomplish several
critical things:
1) You eliminate all of the risk for your
prospective clients and make it much easier for
them to make a buying decision with you.
2) You make using your services vs. anyone else's
much more appealing.
3) You increase your credibility in the
marketplace tremendously.
4) You completely differentiate yourself from
your competition and every other personal trainer
(or health club for that matter) who doesn't back
their services with any kind of guarantee.
By using some type of guarantee, either a
money-back guarantee or a satisfaction guarantee
that says that you'll give them their money back
if they're not satisfied, you are showing your
prospective clients that they have nothing to
risk or lose by using your services.
It's one of the, if not THE most powerful
marketing techniques there is.
Using Risk-Reversal with a money-back guarantee
can literally double, triple, even quadruple the
response rate and Return On Investment that
you're getting right now from your current
marketing materials.
In fact, I would go as far as to say that if you
changed nothing else on your marketing, didn't
add any kind of USP, compelling headline,
irresistible offer, clear call to action,
deadline, secondary reason for response, or any
other effective marketing technique, but simply
added a money-back guarantee, you would at least
double your response rate.
A money-back guarantee is just that powerful in a
marketplace where the average consumer doesn't
trust anyone anymore.
Now, if you concerned about offering a money-back
guarantee because you think that you are going to
get slammed by people wanting their money back,
don't be.
Don't get me wrong, you will get people every now
and then that will take advantage of your money
back guarantee and ask for their money back, but
it will be far, far outweighed by the new clients
that you'll get from offering such a powerful
guarantee.
Trust me on this.
If you really want to consistently get a flood of
new clients, than use Risk-Reversal in all of
your marketing.
Dedicated to Growing Your Business,
Pat Rigsby
P.S. - Would you like a complete client attraction
system to follow and over 20 done-for-you,
ready-to-use marketing tools that will produce a
never ending stream of new clients? If so, go to
www.megamarketingforfitness.com
Fitness Consulting Group
PO Box 1539
Elizabethtown, KY
42702-1539
US
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