2005 - 10-27-05

First, I am going to give you a brief review of the three primary reasons people do NOT buy whatever it is you are selling:

1) They do not want what you are selling.

2) They cannot afford what you are selling.

3) They do not believe you are telling the truth about your product and they are very skeptical about you delivering on your promises.

The first two reasons are acceptable. The third reason is not. And that is where almost all "lost sales" are lost.

So, what is the best way to alleviate someone's fears about buying your product or service? Well, the very strongest way to do this is to offer to let them have what you are selling and not pay anything whatsoever until a month or 45-days have elapsed since they received whatever you are selling... and... they've had plenty of time to satisfy themselves you are an honest and reliable vendor with 100% integrity.

Believe it or not, a few businesses in the United States do this and they make millions of dollars with this operating model. For example, Rodale Publishing will not allow you to pay for a book in advance. When they send direct mail, they include an order card you simply sign and return to them. This order card says (in essence):

"Please ship me xyz book. I will read it within the next 30-days. And if I am satisfied with the book, I will then pay for it. If I am not satisfied, I will return the book to you and not be charged a single penny."