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On this episode of Maximize Your Influence, Kurt and Steve discuss the second R of resources. One of the main reasons we encounter resistance from prospects, employees, family, etc is due to perceived risk. Whether it's time, money, respect, or some other resource, your prospect is not sure if what they are giving up to do business with you is truly worth it. There's too much risk. Sometimes they state this out loud...other time sthey feel it subconsciously. Either way, your goal as a persuader is to get your prospect to feel like they have absolutely nothing to lose by doing business with you.

Part of this is through creating involvement (see our earler podcasts on the law of involvement). When your prospect feels like they are participating in the product or service they begin to feel that it WILL be worth it. Get them started down the right road and they will typically want to finish. This is typically done through some kind of free trial of your product or service. Sure, when you offer a free trial people will periodcially take advantage of you. However, implementing a free trial usually increases sales so much that any "free loaders" are totally worth it.

Another way is to establish a bold guarantee. If you don't feel like you CAN guarantee your product or service, it's time to re-think things. What can you promise that will make prospects feel like they have a way "out" if the product doesn't work for them? Remember, guarnatees are like free trials. Most typically won't turn around and ask for their money back once they've purchased the product. Guarantees more than pay for themselves!