frustrations in buying from you. For example, a hairdresser that guarantees you will like your haircut and so will 98% of your friends. Or, what about the dentist who guarantees you no pain? Pick out the one thing that people are scared of when buying from you, and guarantee that it won't be a problem. If it is, offer to refund their money, or put things right. Once you've finalized it, make sure you tell people, and advertise it. Hints and Tips: 1. Find out what your customers want above all else, and then promise to deliver just that. 2. The best way to find this out is by listening to your customers-they'll tell you. 3- Include this promise in all your literature and advertising. Make it a real selling point. 4. If you don't deliver on the promise, make sure your team is empowered to correct it or offer a refund. 5. Don't ever promise more than you can deliver. Rating: 5/5 Define Your Uniqueness If there's nothing different about you, people will only buy from you because of convenience or price, nothing more. Added to that, you'll never be able to raise your prices; if there's anyone doing it cheaper, people will buy from that business. You need to work out what is special about you, and then make a big deal about it. And don't just say price or quality. These are empty terms. Make it very specific, and meaningful. 93