The Four Factors of Sales Risk

Furniture World Magazine

By Brian Tracy There are four main factors that contribute to the perception of risk in the mind and heart of the customer. The first is the size of the sale. The larger the sale, the more money involved, the greater the risk. If a person is buying a package of Lifesavers, the risk of satisfaction or dissatisfaction is insignificant. But if a person is buying a house full of furniture then the risk factor is magnified by hundreds or thousands of times. Whenever you are selling a product that has a high price on it, you must recognize that risk enters into the buyer's calculations almost immediately. The second factor contributing to the perception of risk is the number of people who will be affected by the buying decision. If your customer comes in to buy a desk chair for herself to use in a home home office, the risk is very low. But if she comes in to buy a living room set that everyone in the family will use, and all her neighbors will see, the risk factor can be very high. Almost every complex buying decision involves several people. There are the people who must use the product or service, the people who must pay for the product or service, there are the results expected from the installation of the product or service and there is the reputation of the person making the final buying decision. If a person is extremely sensitive to the opinions of others, this factor alone can cause him or her to put off a buying decision indefinitely. The third factor contributing to the risk perception is the length of life of the product. A product or service that, once installed, is meant to last for several years, generates the feeling of risk. The customer thinks, "What if it doesn't work and I'm stuck with it?" How many times have you bought something personally that turned out to be the wrong item and you were stuck with it? You couldn't replace it with something more appropriate because of the amount you had already paid. The fourth major risk factor is the customer's unfamiliarity with you, your company and your product or service. A first time buyer, one who has not bought the product or service before, or who has not bought it from you, is often nervous and requires a lot of hand-holding. Anything new or different makes the average customer tense and uneasy. This is why new products or services, or new business relationships with your company, have to be presented as a natural extension of what the customer is already doing. Now, here are two things you can do immediately to put these ideas into action. First, demonstrate and prove to your customer that the people affected by this purchase will be happy and satisfied. Tell stories about other happy customers. Second, show the customer that this purchase, even if it is new or unfamiliar is a logical extension of what the customer is already doing. Show the customer it makes perfect sense. About the Author Brian Tracy is a legendary in the fields of management, leadership, and sales. He has produced more than 300 audio/video programs and has written over 40 books, including his just-released book "The Power of Charm." He can be reached at (858) 481-2977 or www.briantracy.com.