Risk reversal has many definitions, depending on the arena in which it is being used. For example, in the investment industry, it is commonly used to describe a strategy that protects against unfavorable price movements.
Practitioners in the field of somatic practices seldom use risk reversal, yet it is one of the easiest and most cost-effective ways to build your practice.
Think of a risk reversal as simply a guarantee.
But, let’s back it up for a second and look at the motivation behind buying.
Why People Buy
People make the decision to purchase everything based on two factors:
- The perception that what they are about to purchase will solve their problem or, at least, enhance their life in some way.
- The level of risk associated with buying such product or service.
The first factor is covered by your ability to educate the public as to the benefits of reflexology. You must passionately believe in the power of reflexology, know your stuff and be able to deliver.
The second correlates to your willingness to REVERSE – or as I like to think of it, ELIMINATE – your customer’s risk.
(How many times have you shelled out hard-earned cash for services and/or products that claimed to be able to “fix” your problem, only to be left unchanged and less flush? I have, more times than I wish to admit, and believe me it doesn’t feel good and leaves me distrustful of many products and services out there.)
When I suggest to reflexology students that they guarantee their services, I am usually met with wide-eyed alarm. Alarm that usually comes down to FEAR. Fear of not being able to deliver.
And frankly, I don’t understand that.
If you understand how reflexology works and how it affects the body, why can’t you guarantee that an individual will feel better after the session than how they felt upon arrival?
People Want To Feel Better!
It’s that simple. Whether it’s to eliminate anxiety, or get a good night’s sleep or improve digestion or eliminate pain, they want to feel better!
So guarantee it!
Guarantee your service. Clearly state what you promise to deliver: ie. that they will feel better or feel more relaxed after their reflexology session.
You are not – and cannot – guarantee that you will end their anxiety, or promise a perfect night of rest or improved digestion or reduced pain. You are guaranteeing that they will feel better for having received a reflexology session from you. And that, I assure you, is worth a lot!
Tell the client that you will not accept payment unless they are satisfied.
Understate And Over-Deliver
★ Guarantee a little less.
★ Deliver more.
Risk Reversal and Referrals
I always guarantee my services, and I’ve never had anyone tell me they wouldn’t pay. I don’t think that most people are looking to cheat me out of a free session. And if someone was not satisfied with my service, well, that would be okay too. If what I have to offer doesn’t make someone feel better than I’m not the person for him or her.
What I have experienced from verbally offering a guarantee is:
- relief that there was no financial risk
- increased confidence in reflexology, and
- complete trust in me.
Add to that, the free promotion that comes from this satisfied client telling everyone about reflexology and the guarantee that I gave them. Can’t beat it!
So, if risk reversal sounds scary to you, I invite you to challenge yourself and move beyond your comfort zone. Try it with your next new client. And after they happily pay you for the session, ask that new client if they have any friends, family or colleagues that also deserve to feel better (or whatever you guaranteed). If they say yes, ask them to pass along your card. And here’s another guarantee:
Promise them that you will provide their friends with the same quality service you extended to them.