May 18th, 2015 – The Concept of Risk

This week’s tip focuses on the concept of risk. When people are making a purchasing decision, what they’re really doing is evaluating the risk of making the wrong decision. When the risk of making the wrong decision is very low, it’s very easy to say “yes.”

When the risk of making the wrong decision is very high, that makes it very hard to say “yes.” That’s when you’ll run in to objections like “I want to think about it” and “I want 3 bids.” All of this dysfunctional behavior we experience with our homeowners is a result of the risk being too high. What we have to do is minimize the risk to the homeowner so that it’s easy for them to say “yes.”

Find out how to minimize the risk to the homeowner by watching the video above.

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