Zero Risk Guarantee

I recently ran through a list of a couple dozen ‘managed service providers’.

Not many stood out (in the manner you’d expect, akin to conference bios).

Yet one and one alone had as a homepage topline menu bar option; zero risk guarantee.

They duly lodged in the memorability app of my cortex.

A quarter-century back now I attended a direct mail roadshow.

As someone trying to create a (pre-email) disciplined mailshot campaign to my territory’s suspects I learned plenty.

One of the topics featured the No Quibble Money Back Guarantee.

Whilst not entirely suited to my b2b sphere, the concept – expressed as ‘if you do not see satisfactory results within 90 days, we will give you your money back’ – struck a chord.

From then on, my Prop had a new page every time; risk mitigation.

It came to be a valued part of my solution sale kitbag. I’d love the number of times it proved be the platform for discussion. At all levels of prospect hierarchy.

Zero as a risk factor may be a little tricky to fully justify. But at the very least, knowing where you reduce the calamity hazards for your eventual newly minted clients is vital. And spelling this out to them while they decide absolutely essential.