Professional Equities. inc. - June 2020

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Just like in new friendships, people get anxious about forming new business relationships or buying new products. When people shop at your business, what risks are they taking if they buy? If they do buy, what risks are they taking if they continue? Consider how you can decrease that risk. By reducing consumer risk perception as much as possible, your business will instinctively establish trust between you and your consumer. They won’t switch to another company if they feel fulfilled. To reduce risk and evolve your business to be a step ahead of the competition, reevaluate all potential concerns that consumers might have when using your product or service. Try not to shy away from mild or serious concerns. Contact current customers or host focus groups to talk about people’s initial impressions of your business. In all steps of this process, be thoughtful and strategic with the aspects that you can tackle.

depending on your business. Offering guarantees — like the policy, “Satisfaction guaranteed or your money back!”— may be reliable cushions for risk, and you can strengthen your guarantees by including objective data. When you attribute academic, government, or professional sources to your marketing and service claims, consumers feel more reassured. Endorsements from local or industry celebrities can also be huge boosts to your business. Look into obtaining official product or service status from a credible trade association, charity, or other business. Any local professional can add a stamp of expertise to your product or service. In the same vein, showcase all of your best testimonials! The most credible references are nonpaid testimonials, but compensating consumers for their time is also an option if necessary. When it comes down to it, marketing and establishing trust between you and the consumer is just like any friendship. Start by considering their needs. Then, give them the ultimate comfort of knowing their risk is in good hands.

Now, your company might be minimizing consumer risk, but you still need to market it. There are many tactics, and each one changes

Hearing about someone who has claimed a Guinness World Record is pretty cool, but do you know what’s even cooler? When animals make world records. Here are a few amazing animals who hold some really cool records. Caspa, the Amazing Jumping Llama Sue Williams is an animal trainer and behaviorist who specializes in dogs. One day, she was working on agility training with her dogs when she noticed her llama, Caspa, watching them. After a little time and training, Williams discovered that Caspa loved jumping, too. In 2015, Caspa cleared a bar set at 3 feet, 8 1/2 inches. He jumped right into the world record for “highest bar jump cleared by a llama.” SUPER BEAGLES AND JUMPING LLAMAS Guinness World Records’ Most Amazing Animals

performing 20 different tricks in 60 seconds. Her routine started with the classics, like sitting and giving high-fives, and culminated in riding a skateboard while hopping over a low bar. Dollwet told Guinness World Records that training Didga took a lot of time and patience and that he was so proud of his clever cat. Purin, the Beagle Who Holds 3 Guinness World Records Nicknamed“The Super Beagle,”Purin scored her first title in 2015 for her amazing goalkeeping skills. The beagle “saved”14 mini soccer balls thrown by her human, Makoto Kumagai, in one minute. A year later, Purin claimed another record when she became the “fastest dog on a ball”by traveling 10 meters in 10.39 seconds while balancing on a ball. Not long after, Purin and Kumagai set the record for “most skips by a dog and a person in one minute — single rope”with 58 skips. Talk about super!

“He’s a complete diva,” says Williams. “So, if there are people there to show off in front of, that’s when he’s at his ultimate best.”

Didga, a Very Tricky Kitty Anyone who says cats can’t learn tricks hasn’t met Didga. In 2016, Didga, with help from her human, Robert Dollwet, claimed a world record by

You can find videos of all these amazing record holders and more at GuinnessWorldRecords.com .

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