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Risk Reversal

By Dan Kurtz 1 min read

Risk reversal is any mechanism that shifts perceived risk from the buyer to the seller: money-back guarantees, pilot programs, pay-for-results terms, cancel-anytime clauses. It removes the reasons someone might say “not yet”.

For B2B services, “no long-term contracts” is a form of risk reversal. For consumer products, it’s “60-day full refund if it doesn’t work”. Both remove the same fear.

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