Trending
Let’s talk about guarantees. They’re everywhere, right?
“100% satisfaction guaranteed.”
“Risk-free trial.”
“Your money back if you’re not happy.”
On the surface, guarantees seem like a smart way to reduce the risk for your potential clients.
But here’s the truth.
If you’re relying on a guarantee to close deals, you’re missing the bigger picture.
A guarantee might ease someone’s initial hesitation, but it doesn’t address the real reason they’re holding back.
The real reason people hesitate isn’t because they’re worried about your guarantee.
It’s because they don’t trust you yet.
Think about it.
When someone truly trusts you, they don’t need a guarantee.
They already feel safe.
They already believe you’ll deliver on your promise.
And that’s the key.
Trust eliminates all risk.
When trust is present, your potential clients stop looking for safety nets.
They stop questioning whether they’re making the right decision.
They stop worrying about what might go wrong.
Instead, they feel confident.
They feel understood.
And they feel ready to move forward.
So, how do you build that kind of trust?
It starts with shifting your focus.
Stop trying to convince people to buy.
Instead, focus on creating a space where they feel comfortable sharing their truth.
Ask questions that go beyond the surface.
“What’s been your biggest challenge in this area?”
“How has this problem impacted you personally?”
“What would it mean to you if this was finally resolved?”
Then, listen.
Really listen.
Not just to their words, but to the emotions behind them.
When they feel heard, something powerful happens.
They stop seeing you as just another business owner trying to sell them something.
They start seeing you as someone who genuinely cares about their success.
And that’s where trust begins.
But here’s the catch.
You can’t fake it.
Trust isn’t a tactic.
It’s a way of being.
It’s about showing up with no agenda other than to uncover the truth.
Even if that truth means they’re not ready to move forward with you.
Because when you prioritize the truth over the deal, something remarkable happens.
Your potential clients feel safe.
And when they feel safe, they trust you.
And when they trust you, they buy.
So, the next time you’re tempted to lean on a guarantee, pause.
Ask yourself, “Am I using this guarantee because I don’t believe I’ve built enough trust?”
Because the truth is, you don’t need a guarantee to reduce the risk of buying from you.
If you build deep trust in your selling process, trust eliminates all risk.
And that’s the most powerful guarantee of all.
Related: Your Offer Won’t Close the Deal, Only Trust Will
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.