Chuck Reeves

There is a make it or break it moment with every new client.  It is that time when they decide if they are going to invest any time, energy or money with you or your product.  Shouldn’t we try to make it easier for them to say “yes” than “no?”  But saying “yes” involves a risk.  Saying “yes” to you or your product means saying “no” to someone or something else.  It might mean leaving someone or something that wasn’t doing the best job but they did know what to expect.  They don’t know what to expect with something new.  So, let’s develop risk reduction or removal strategies.

In college I came across a man that owned a horse breeding farm and decided that was where I wanted to work.  When I asked for a job, he said he didn’t need anyone.  Well, he just didn’t know what he was missing by not having me on staff.  I told him I would work for free for the first two weeks then he could decide if he needed anyone.  Even though he wasn’t hiring, he now had nothing to lose and everything to gain.  Worst case scenario, he would have some free labor for two weeks.

I showed up each day with enthusiasm and something to prove.  He let me work both weeks, with overtime and didn’t pay me a dime; but, he did hire me after that.  I removed the risk.

How can you remove the risk?  Maybe it is a free trial.  Maybe it is through a remarkable collection of endorsements.  Maybe it’s money back guarantees.  Take a look at the transaction from the customer’s perspective and remove their risk.  You take all the risk.  Then you’ll have a better chance of a “Make It” moment.