Personal MBA: Risk Reversal

Nobody likes risk, and often we try our best to avoid it as much as possible. When we make purchases, especially large ones, it’s always nice to know that we can get our money back if we’re not satisfied. This “money back guarantee” or “lifetime warranty” is a strategy Kaufman refers to as “risk reversal.”

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Personal MBA: Barriers To Purchase

Why does your sales pitch end in a no? According to Kaufman, it’s because you’ve given up too quickly, and you haven’t sufficiently addressed your customer’s specific barriers to purchase. After all, Kaufman explains, they wouldn’t be talking to you if they weren’t at least a little interested. Kaufman points out five standard barriers to purchase:

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