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What Risk Are Your Customers Taking... to be your customers?

I remember a fake headline from The Onion years ago, “Brave Woman Enters Restaurant Without First Looking It Up Online.”

Whether you run a restaurant, sell mortgages, run a store, sell services, whatever... your customers are taking a risk to work with you: financial risk, emotional risk, embarrassment, looking bad, etc.

As business owners, we take for granted the anxiety and risk people take to choose us. To choose us from our competition, to choose anything at all, to choose something now rather than later. To part with their dollars, to drive across town to go to a free seminar, they are taking risks.

What can you do to make your customers feel more secure that they’re making the right choice?

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