マーケティング
公開日:2016.02.24

プロが教える「すぐに集客出来るようになるテクニック②」リスク・リバーサル(保証)


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前回に続いてプロが教える「すぐに集客出来るようになるテクニック」シリーズの2回目です。すぐにでも真似が出来るので、集客やセールスの引き出しの1つとして社内で検討してみましょう!

 

第2テクニック「リスク・リバーサル(保証)を付ける」

リスク・リバーサルとは?

リスク・リバーサルと言う言葉をご存知でしょうか?マーケティング業界だけでは無く、FX等でも使われている言葉なので聞いた方もいるかもしれません。このブログはマーケティングブログですので、マーケティング用語として解説します。

リスク・リバーサルとは、直訳すれば「リスク(不安や心配事)」を「リバーサル(逆転)」させることです。要は商品購入をした際に顧客のリスクや不安事を販売者側が引き受けてあげる事。代表的なリスク・リバーサルとしては、「返金保証制度」で、満足頂かなければ全額返金します、という例があります。

商品購入時における主に心理的・金銭的な部分で、障害になるものやリスクを取り払ってあげることで、商品購入時のハードルを下げることが出来て成約率が上がるというものです。

リスク・リバーサルの使い方

一般的にお客様は、良さそうだし期待しているけど価格に見合うのかが分からない商品、欲しいけど失敗したら少なからず痛手な商品、結果が出るならお金は出すけど結果が出ないならお金は払いたくない商品など、頭の中で損得感情やリスクを考えた消極的な心理的側面で考えています。それらの金銭的リスクや心理的リスクを取り払ってあげる事で商品購入を行い易くして、成約率が上がるわけです。

糖質制限食+筋トレで有名なRIZAPは「30日間の全額返金保証」を付けることで、高額商品にも関わらず成功していますし、身近なスーパーでも西友とサニーは全国374店舗で生鮮食品の満足保証制度を開始し、満足できなかった場合は返金するプログラムを開始しています。これだけ大々的に打ち出されれば、消費者も安心してしまうでしょう。これこそがリスク・リバーサルの事例です。

 

リスク・リバーサルのメリット

第1に成約率が上がります。我々経営者も現場の人間も成約率を上げるために日々の活動を行っている側面があります。商品開発の質を上げることも、セールストークを磨くことも、価格を下げる事も、特典を付ける事も、サポート体制を充実させる事も成約率に繋がります。その1つの考え方として、リスク・リバーサルを行なうだけでも成約率を上げる事が出来るのです。

第2にサービスや商品の質も上がりやすくなります。やはり、どんな販売方法を行っても解約は嫌なもの。リスク・リバーサルの本質は「商品やサービスへの自信を示す事」です。そもそも、その自信を全うするには良い商品、結果の出る、自信の持てる商品で無ければリスク・リバーサルを行いにくいはず。ですので、リスク・リバーサルを行なうことで自社内でも商品への自信を追求しだし、商品やサービスの質が上がるという副産物が生まれやすくもなります。

 

リスク・リバーサルの注意点

リスクを取り払うことで、一定数は本気ではない薄い顧客、いつでも解約出来ると言うことで頑張らない(=結果が出ない)顧客、解約前提で試して返金を申し込んでくる顧客などが出てきます。

もう一つの注意点として、返金保証をいかなる場合でも返金するのか、特定の諸条件を満たした場合にのみに返金するのかで、顧客とのトラブルをある程度避けられます。商品購入時に明確に明示すること、きちんと納得して頂く事が大事です。しかし今後も継続して顧客になって頂く可能性を感じるのであれば、「もれなく返金」を導入することにより、揉める事もなく、約束を守ってくれた事で信頼残高も溜まり、次に繋がる可能性もあるでしょう。

リスク・リバーサルを活用したマーケティングを行なうと成約率は飛躍的に上がります。こちらもすぐに試すことが出来るので挑戦してみましょう。

 

如何にして顧客の購入時の障害「リスク」を取り除いてあげられるか「リバーサル」を考えてあげましょう。

 

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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