Ignorance is bliss. I guess.

So last weekend I was up in Orlando in one of those mom-and-pop tourist shops. I was pretty astounded when I saw a sign in BIG BOLD letters right in the front when you walk in, that said “NO CASH REFUNDS.”

I couldn’t believe someone would approach their business and be as concerned about their customer’s experience with as much tact as a spammer selling high-end timepieces, but there it was, right in front of me.

Of course, the big problem here is that you’re alienating your customers before they’ve even had an opportunity to start a relationship with you. There’s no seduction here, and as you know, sales is all about seduction.

And the best way to make sure people are available and open to being “seduced” or persuaded, is to make sure they’re open to YOU as a sales person in the first place. Making someone feel defensive, and having them question your business practices (“Why can’t I return something I buy here? Are there problems with what he sells?) doesn’t make people open, it makes them guarded and defensive.

That’s why one of the SMARTEST things you can do is to not only allow returns, but to make sure your customers know you allow returns. After all, if you’re OK with this, the natural conclusion is that your prospects have nothing to worry about, they’re less defensive, and most important — they are open to being “seduced.”

Putting the burden of risk on YOUR shoulders, is one of the surest and safest (and frankly, one of the easiest) ways of making your prospects feel safe. And after all, no one’s gonna fork over the greenbacks if they don’t feel safe.

Right?

Now go sell something, Craig Garber

P.S. If you want to know more about persuasion, then you MUST listen to this month’s Audio Success CD — an 80-minute interview with best-selling author Dave Lakhani, on which he says, “Craig, you got me to say things NO ONE else ever has.” You’ll get it FREE, along with your completely Free test drive of Seductive Selling, right here: http://www.kingofcopy.com/ssnl

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