In every business transaction there’s always somebody who has to take a chance.

Typically it is, “You pay me or hire me, and then I’ll do the task that you requested.”

And that can lead to a lot of indecision for the prospect who is expected to take a “leap of faith” when selecting a business to, hopefully, solve their problem.

But it’s crucial to understand that most business relationships aren’t a one-time purchase, they’re a long term relationship.

You don’t just want the initial sale, you want the lifetime value of the relationship.

So the question is, how can you minimise their risk and begin the journey to delivering them the result they want so they can deliver value to your business sooner?

Solve that and the gap between lead and client closes dramatically.

This usually starts when you have your first interaction with somebody who’s motivated to move forward and do whatever it is that your business does. That could be a call, a meeting, an event and appointment etc.

Don’t make it difficult for them to start doing business with you. Understand what their ideal outcome (solution) might be and find a way to present to people the service that you offer, in a way that makes it effortless for them to get started.

This can often be what I call a “Hero Product”; an offering that makes it as easy as possible for them to get started with you, with minimal risk to them, so that you can demonstrate your expertise, generate a desired result and build on the Trust.

A great Hero Product addresses the buyers reluctance, reduces their risk, is packaged nicely and doesn’t necessarily require a long term commitment.

Doing this well makes it so much easier for them to get started with you.