Lee Iacocca once said, “If you want to be the best, you have to separate yourself from all the talk about quality. And put it in writing.”What Mr. Iacocca was referring to was offering a guarantee.Every retail operation guarantees their products. Every manufacture guarantees their products. Every mail order operator has to guarantee their product or they will quickly find themselves out of business. Every auto shop must guarantee their service……what are YOU doing to guarantee YOUR service?Anything? Probably not, and it’s costing you big bux.Guarantees make people feel comfortable.Guarantees will remove the fear people naturally feel when committing themselves to invest in a product or a service.Most importantly, guarantees help the customer feel they can retain some semblance of control and exercise that control if they somehow and for some reason feel dissatisfied - this is especially true in a “contract” type situation.OFFER A “Love It or Leave it” GUARANTEE AND YOU WILL INCREASE YOUR NUMBER OF SALES EXPONENTIALLY.I guarantee it. Please, let me explain.What do you think is the potential buyers’s greatest fear when deciding to purchase a home through you - a licensed, contract bearing real estate agent?I gave you a clue… that’s right, they are scared of the “contract.”Well, let me ask you this: What do you think would happen if you could eliminate this cause of fear, this worry, from the minds and hearts of your potential buyers?What would happen if you could somehow take the risk and fear out of being stuck with a home they really don’t want? Why… you would in most circumstances obtain the sale, right?Of course. And even more importantly, you would be shutting out the majority of your competition because offering a guarantee in the real estate business is virtually unheard of and you can count on the fact that virtually no one else is doing it!!Now, wouldn’t that make a great Unique Percieved Benefit?Realize, of course, your broker is going to have a stroke the first time you offer this guarantee. Expect it.But do whatever it is that you need to do to persuade him/her of the value of offering a guarantee because this one secret strategy can make you more money than you could ever imagine - simply because no one else is doing it.But here’s the rub—it takes a strong belief in the quality of your service and marketing skills to make this kind of stand. Not too many agents out there are confident enough to pull this off successfully.You, however, are a different breed. You stand confident in your service. You know what you are capable of and you promote your capabilities. Right? Isn’t that how you feel?It should be - or you shouldn’t be in this business.Fact is… virtually every marketing campaign you use today should be built around and incorporate the fact that you GUARANTEE everything you do. It is one of the most powerful, influential, persuasive Unique Selling Propositions you can have. It IS incredibly powerful.Take a look… and then think about the many, many, many ways YOU can plug this concept of risk-reversal into your own business. I’m here to tell you… after fifteen years in the business… I’ve come to the conclusion that utilizing the principles and precepts of risk-reversal (guarantees) is, by far, the number one most powerful “position” you can come from.After all… who can be afraid of the big, bad wolf when the big, bad wolf doesn’t have any teeth?