It’s easy to forget that every time we ask a stranger to spend money with us that they are unavoidably taking a risk. You might be certain that what you are offering is the answer to your customer’s prayers, but they aren’t. They don’t have the same level of familiarity because your pitch is likely the first time they have ever heard of it. For that matter, you can never be 100% sure that what you are offering is actually the best solution for someone else, because you don’t live their life. You don’t evaluate things the same way they do, and you don’t know the full scope of their problems. You can only make an educated guess how they see the world based on the information they choose to present to you.
For that reason, you must be willing to take the inherent uncertainty of choice out of their hands and into your own. This happens commonly in the form of warranties, guarantees, return policies, or revisions to work that has already been delivered. This reassures potential buyers, because it gives the seller incentive to be extra sure that what they are promoting will actually deliver the results they claim, and that it is actually the right fit for their specific situation.
There is a danger of making promises too big to fulfill, and unscrupulous buyers may take advantage if you are too generous in your claims. Contrary to popular belief, the customer is not always right. The decision to purchase anything is a contractual agreement between buyer and seller, and each has promises they are obligated to fulfill. If a buyer makes unreasonable demands about your product which you never agreed to, you are at no fault for sticking to your guns and respectfully informing them that they are mistaken.
That being said, many larger brands will bend over backwards to appease even customers who are clearly in the moral wrong, because it is better for their public image. How far you are willing to go to stop irrational people from complaining is a policy you must be very wise about making, as you will need to stick to it throughout the life of your company. It is an important part of your brand personality. Are you going to be the company that works extra hard to make everyone happy? Or are you going to be stern and stick to your guns when you know you are right?
Whenever you present your offer to someone, make it clear that you are willing to take reasonable effort to ensure their satisfaction even long after the sale is complete. This is the way to turn one-off impulse purchases into long-term relationships with your brand. It makes the lifetime value of any client worth substantially more, as they will be willing to return to you months and years into the future to purchase more solutions related to their problem. They will also be more likely to promote you organically through word-of-mouth to others in your target demographic.
When you can master these principles and apply them to all your sales efforts, you get more customers and happier customers. You will get customers who return to you often and bring their friends because you’ve done something for them that no one else has ever done before.