Because consumers do not want to make the wrong decision and waste money on a product they really don’t need or won’t fulfill all their needs for their particular situation they are naturally hesitant to buy, especially when it comes to major purchases.
Consumers take all the risk where there are no guarantees, see either the company selling the product takes the risk or the customer does.
Thus if you can overcome this hesitation the consumer has when they come to a buying decision, by offering to guarantee their purchase reversing the risk, you will see a lot more sales. That’s a proven fact.
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