If practical, provide a free trial period of 30 or 60 days. Let the customer try your product, risk free, before committing to purchasing it. This may not be practical for all products or services, but if it is, it might be worth a try.
Offer a full money-back guarantee -- no strings attached. If, for any reason, a customer is not completely satisfied with their purchase, they can return your product -- no questions asked -- for a full refund. An airtight guarantee like this lets your customers know you believe in what you're selling and are willing to put your money where your mouth is. Sure, a few people might take advantage of your offer, but most will onl y return the item if they have legitimate concerns.
If something does go wrong and a customer returns your product, let them choose whether they'd like a refund or to have the item replaced. If they opt for a replacement, give them something extra as a free bonus for their troubles, as well. Remember, a happy customer is worth far more than the cost of the free item you're giving away.
