TLDR: By understanding the psychology of the buyer and implementing strategies to reduce their fears and increase their confidence, you can de-risk the sale and increase the likelihood of closing the deal.

1. 00:00 DeRisking a deal is crucial for moving it forward and gaining commitment, and here are 10 ways to do it.

2. 01:26 Increase customer confidence and reduce anxiety to close more sales, as demonstrated by Hyundai's success in addressing buyer friction and offering a 100,000 Mi warranty.
2.1 Increase customer confidence and reduce anxiety to move the deal forward and close more sales.
2.2 Hyundai had a poor perception of quality and struggled to attract buyers, so they identified the friction holding people back from making a buying decision and worked to address it.
2.3 Hyundai increased certainty and reduced anxiety by offering a 100,000 Mi warranty, leading to increased sales.

3. 03:59 Understand client's pain and fears, implement derisking strategies like buyback programs, to close more deals during a recession.
3.1 Identify the client's pain and the friction holding them back from making a buying decision, especially during a recession, in order to close more deals.
3.2 To de-risk a sale and close more deals, understand the buyer's fear of losing their job and institute a program, like Hyundai's buyback program, to reduce anxiety and increase certainty.
3.3 The buyback program initially had low participation but ultimately led to a significant increase in car sales, showing that people genuinely needed it and did not abuse the system.
3.4 Understanding the client's concerns and creating a derisking strategy can help close more deals.

4. 08:01 Address unstated objections and offer flexible contract terms to alleviate customer concerns and close more deals.
4.1 DeRisk a sale by addressing unstated objections and offering flexible contract terms to alleviate customer concerns and close more deals.
4.2 Shorten the contract length to reduce anxiety and close more deals, using a "foot in the door" strategy.
4.3 Strategically close sales by asking closing questions and understanding the existing tech ecosystem of potential buyers.
4.4 Make sure your product is compatible, upgradeable, and expandable to reduce customer anxiety and make it easier for them to buy.

5. 11:51 Ensure clear start and end dates, avoid open-ended contracts, offer price drop guarantee, and increase certainty to close more deals.
5.1 Always ensure that every contract has a clear start and end date to address unstated objections and close more deals.
5.2 Avoid open-ended contracts and automatic renewals by providing a specific time frame and requiring formal consent for renewal to give customers a sense of control and reduce subscription fatigue.
5.3 Offer a price drop guarantee to address the objection of potential price drops, reassuring customers that the company will match any price changes within a 2-year period.
5.4 Increase certainty and reduce anxiety to boost the confidence margin, leading to a higher likelihood of making a buying decision.

6. 15:52 Lock in prices and address buyer anxiety by breaking down projects into manageable parts to close more deals and build momentum.
6.1 Lock in prices for potential customers to guarantee their rate and build a base business.
6.2 Buyers may feel overwhelmed by the scope of a project, so it's important to address their anxiety and break it down into manageable parts to close more deals.
6.3 Limit the scope of the project to build momentum and ease into a big project by starting with smaller tasks, such as getting fencing and permits done, and gradually working towards the larger goal.

7. 19:03 Offer "skin in the game" strategy by charging 70% upfront and eating the remaining 30% if the customer doesn't like the design, assure with a completion guarantee and 30-day payment delay.
7.1 Offering a "skin in the game" strategy by only charging 70% for material and labor and eating the remaining 30% if the customer doesn't like the design.
7.2 Assure the customer by taking on responsibilities and offering a completion guarantee with a 30-day payment delay.

8. 20:51 Provide great products and services to de-risk sales, here are 10 strategies to use and share your favorite.


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