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How to Lower Web Hosting Buyer Resistance
Guarantee Everything. Risk reversal is a very strong psychological tool you can use to get people to buy your services. In a service based industry this is perhaps the silver arrow in your bow.
Wouldn’t you be more willing to buy a product if it had an unconditional money back guarantee? The buyer is reassured that you stand behind your service and buying red flags are reduced. If you are looking to generate new customers, a guarantee is an absolute must.
So how can you use a guarantee in your web hosting business? You can have a 30 day guarantee that the customer can use before their first month expires. I’ve even seen some go 365 days!
A solid guarantee has two main purposes:
1. Guarantees push a buying prospect that is undecided towards a purchase. If they feel reassured that you will refund their money if things don’t work out, they feel much more confidence in your company. If you are confident enough to offer a 30 day or 365 day guarantee and the customer knows this, they feel better about doing business with your company.
A guarantee ensures the customer has nothing to lose if they purchase from you, this is very powerful.
2. A guarantee also keeps YOU on your toes. If you are offering up a money back guarantee, you will perform better. You will raise the bar for you and your employees. Everything gets better because you know that guarantee is out there for all to see. I can think of no better way to put your money where your mouth is than offering a strong guarantee.
I can’t offer a guarantee, I sell dedicated servers.
I can already hear a lot of high end dedicated and VPS hosters out there saying not a chance! Well, all I can tell you is I don’t see a lot of other hosts doing this. Offering a guarantee is a differentiator in web hosting. I encourage you to give it a try, going so far as setting up A and B test pages. One with the guarantee (prominently displayed) and one without. Measure the results.
Boost your guarantee with trusted authority sites and testimonials.
Another guarantee you could offer to your prospective customers is our Approved Hostprogram. This guarantee is a Social Proof logo
you place on your website that shows your prospective customers you have been reviewed, tested, and backed by an outside trusted authority. Customers can click the logo and they are taken to a review of your company which details out our testing policies and grades for your services.
If you can promote the Approved Host logo along with customer testimonials and an iron clad Guarantee you will be on the right track. The more credibility you can display the better. You should also consider adding a separate web page that includes all of your awards and testimonials from trusted web hosting authority sites.
HostGator.com uses trusted web hosting authority sites directly on their home page. Offering this helps your prospects know you’ve been around awhile and have developed some credibility.
Keep in mind your service is not for everyone and you will be giving refunds whether they are your fault or the customers. However, I think you will see an increase in sales if you are not currently offering one. Most of the time I have noticed most customers forget there was even a guarantee of service in the first place.
