Eben Pagan teaches how to dramatically increase sales by offering guarantees and risk reversals. He explains the psychology behind fear of loss and demonstrates how money-back guarantees can increase sales by 10-50%, while better-than-risk-free guarantees can double sales.
How To Increase Your Sales By Offering Guarantees
How to Create Effective Sales Guarantees -- Step-by-step process for implementing guarantees that increase sales while managing risk
The Puppy Dog Close — Mental Ownership Before Purchase
The 'puppy dog close' works because when people mentally and emotionally take ownership of something, they become much more willing to pay for it
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Extreme Guarantees Attract Scammers But Net More Sales
When offering extreme guarantees, you'll get some scammers but the massive increase in sales makes it profitable overall
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People Only Take Actions They Have Already Seen Themselves Taking
A person will only take an action that they have first seen themselves taking inside of their own mind
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Tell Prospects Exactly What to Do to Order
You must provide step-by-step directions telling prospects exactly what to do to order and what to expect at every stage
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Better-Than-Risk-Free Guarantees Can Double Your Sales
Money-back guarantees can increase sales by 10-50%, while better-than-risk-free guarantees can often double your sales
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How to Create Effective Sales Guarantees -- Step-by-step process for implementing guarantees that increase sales while managing risk
The Puppy Dog Close — Mental Ownership Before Purchase
The 'puppy dog close' works because when people mentally and emotionally take ownership of something, they become much more willing to pay for it
30-Day Sale Guarantee or I'll Buy It for Cash
Real estate agents who offered '30-day sale guarantees or I'll buy it for cash' created very powerful offers by taking on all the risk
Better-Than-Risk-Free Guarantees Including Cash Back
Better-than-risk-free guarantees include offering full refund plus $100 cash for wasted time, which Eben has used at live seminars
Loss Aversion as the Key Buying Motivator
Humans are twice as motivated to avoid loss as they are to pursue gain, making fear of loss a huge motivator in buying decisions
Extreme Guarantees Attract Scammers But Net More Sales
When offering extreme guarantees, you'll get some scammers but the massive increase in sales makes it profitable overall
Tell Prospects Exactly What to Do to Order
You must provide step-by-step directions telling prospects exactly what to do to order and what to expect at every stage
Better-Than-Risk-Free Guarantees Can Double Your Sales
Money-back guarantees can increase sales by 10-50%, while better-than-risk-free guarantees can often double your sales
People Only Take Actions They Have Already Seen Themselves Taking
A person will only take an action that they have first seen themselves taking inside of their own mind
Step-by-Step Order Instructions That Drive Completion
Tell prospects exactly what to do step-by-step, including every detail like 'click the button below that says order now, fill out the simple one page order form, enter your credit card information, click finish my order, and you'll be taken to the videos where you can start immediately.'
How the Puppy Dog Close Works in Practice
The puppy dog close means letting customers try your product before they buy it. Like letting someone take a puppy home for a few days before deciding - they fall in love and come back to pay, whereas fewer people buy when forced to decide on the spot.
Better-Than-Risk-Free Guarantees — Money Back Plus More
A better-than-risk-free guarantee gives customers their money back plus something extra, like keeping the product or receiving additional compensation. Eben offers full refunds plus $100 cash at seminars, which he honors immediately when requested.
Loss Aversion Wired In — Why Spending Creates Anxiety
Humans are wired to be about twice as motivated to avoid loss as they are to pursue gain. This makes fear of loss a huge motivator, which is why asking someone to spend money creates anxiety about potentially losing that money.
How Much Guarantees Increase Sales — Real Numbers
Money-back guarantees can increase sales by 10-50%, while better-than-risk-free guarantees can often double your sales. Try-before-you-buy offers can double, triple, or even more your results depending on the offer.
Get Prospects to Imagine Using Your Product and Receiving the Benefits
Get prospects to imagine purchasing your product, using it, and receiving the benefits. You can directly say 'imagine what your life is going to be like when you've achieved the outcome and how differently you're going to feel.'
Tell Prospects Exactly What to Do — Give Specific Instructions
They don't know what to do. You have to tell them what to do. And you need to give them specific instructions.
Fear of Loss Is Twice as Motivating as Gain
We're about twice as motivated to avoid loss as we are to pursue gain. Fear of loss is a huge motivator.
People Only Act on What They've Imagined First
A person will only take an action that they have first seen themselves taking inside of their own mind.
Why Loss Aversion Outweighs the Appeal of Gain
Why are people motivated more by avoiding loss than gaining benefits?
Conversion Lift from Guarantees — Measured Ranges
How much can guarantees increase sales conversion rates?
Writing Calls to Action That Walk Prospects Through
How do you write effective call-to-action instructions?
Getting Prospects to Visualize Taking Action
How do you get prospects to visualize taking action?
What Makes a Better-Than-Risk-Free Guarantee Work
What makes a better-than-risk-free guarantee work?
The Puppy Dog Close — Try Before You Buy
What is the puppy dog close sales technique?
Concepts
Questions
Canonical Teachings
Eben explains that humans are twice as motivated to avoid loss as pursue gain, making fear of loss a major barrier in sales. When you ask someone to buy, you're asking them to risk losing their money, which requires overcoming this deep psychological resistance through guarantees.
Money-back guarantees can increase sales 10-50%, while better-than-risk-free guarantees that let customers keep products or provide extra compensation can double sales. Try-before-you-buy offers using the 'puppy dog close' can triple results by letting customers take mental ownership first.
Prospects need explicit step-by-step directions for every part of the buying process. Eben emphasizes telling them exactly what to do, what to expect, and helping them visualize taking action and achieving results before asking for the purchase.
Eben shares examples from real estate agents offering 30-day sale guarantees and his own seminar guarantee of full refund plus $100 cash. He demonstrates how to honor guarantees immediately while explaining why the increased sales offset any additional refunds.
Claim: “Strong guarantees are risky because people will take advantage of them”
Reframe: Generous guarantees dramatically increase sales enough to offset any additional refunds from scammers
Claim: “People know what action to take after being convinced by your sales message”
Reframe: Prospects need explicit step-by-step instructions for every part of the buying process
How To Design Follow Up Newsletters
Learn Eben Pagan's proven formula for follow-up newsletters that turn skeptical prospects into paying customers through strategic relationship building.
Persuade Masses
The follow-up strategy that turned Eben's business from a single ebook into a multi-million dollar empire—and how it can 10x your results too.
Coaching Strategies
Business Frameworks
