Customers don’t hesitate to buy because of price; they hesitate to buy because of worry. They worry about all the“what-ifs.” Offer a rock-solid guarantee. Putting 30- or 60-or 90-day limits on your guarantee is going to leave your customers wondering what happens after that. Give your guarantee a name that clearly explains the benefit and the degree to which you’re going to back it up. Create a specific graphic for your guarantee as well. A seal or stamp of approval works very well. Make certain that your guarantee removes all risk from your customer and puts it where it belongs—on you. Offer and deliver quality, and you’ll have nothing to lose.