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Risk Reversal: How to Guarantee Coaching Results and Close More Clients Without Getting Burned
Want to Close More Coaching Sales? Remove the Risk.
One of the most powerful ways to close more high-ticket coaching clients is to eliminate their biggest fear—the risk of wasting money on something that doesn’t work.
Recently, a coach asked me:
“Adrian, my last three prospects asked if I’d guarantee results. Is there a way to offer a risk-reversal without getting burned?”
The answer? Absolutely.
And it’s one of the most powerful sales tools you can add to your business coaching practice.
What Is Risk Reversal?
Risk Reversal is a strategy where you, the coach, remove as much uncertainty as possible from your offer. You flip the perceived risk of the sale so that it lands on you—not your client.
It’s more than just a refund policy. It’s a psychological shift that says:
“I’m so confident I can help you that I’ll take on the risk of working together.”
When done right, it becomes a no-brainer for the prospect to say yes.
Let’s break it down into levels—from basic guarantees to high-leverage risk reversals that close clients fast and build trust instantly.
Level 1: The Standard 30-Day Guarantee
This is the most basic offer: “Try my service, and if you’re not happy within 30 days, get a full refund.”
While this works for lower-ticket items, it’s not compelling in the coaching world—and it’s likely what your competitors already offer.
Level 2: The Extended Guarantee
Instead of 30 days, you offer 60 or 90. This gives prospects more time to see results and lowers refund anxiety.
Why it works:
More time equals less pressure. Many clients won’t request refunds simply because they’ve had a better chance to experience value.
Still, this level of guarantee isn’t enough to move the needle on high-ticket sales. That’s where risk reversal comes in.
The Risk Reversal Zone: Levels 3–6
Level 3: Try Before You Buy
Let your prospect test your coaching before paying full price.
Offer a trial session for $1 or let them access a preview of your program. Then, charge the full fee only if they continue.
Why it works:
The client gets a taste of what working with you is like—without the upfront pressure.
You eliminate risk, build trust, and get a chance to prove your value.
Level 4: Guaranteed Results or Refund
Promise specific, measurable outcomes.
For example: “If you don’t generate $10,000 in new revenue in the first 90 days, I’ll give you your money back.”
Why it works:
It’s outcome-based. Clients aren’t just buying coaching—they’re buying results.
Level 5: The “Client Always Wins” Guarantee
Offer a refund and let the client keep bonuses.
Example: “If you’re not satisfied, I’ll refund your coaching fee—and you can keep the training materials as a thank-you.”
Why it works:
The client walks away with something no matter what. That makes it easy to say yes and hard to walk away.
Level 6: The Platinum Guarantee (Double Your Money Back)
If you’re confident in your process and outcomes, offer to double the client’s money back if you don’t deliver.
Real Coaching Example:
I’ve helped coaches use this exact script to close $5,000/month clients even during uncertain times:
“Instead of $5,000 per month, pay just $997 to cover my hard costs. We’ll share in the upside: I’ll earn 10% of any new revenue I help you generate.
But first, take me for a 90-minute test drive. I’ll find you at least $3,000 in hidden profits before you pay me a dime.
From month two on, I guarantee I’ll return at least $2,000 in new annual revenue each month—or I refund my fee.”
That’s a market-dominating guarantee—and it’s closed dozens of high-paying clients.
What Zappos Can Teach Coaches About Risk Reversal
Let’s step outside of coaching for a second.
Zappos built a billion-dollar business by removing every doubt from the customer’s mind.
Don’t like the shoes? Return them.
Wrong size? Send them back.
Change your mind? No problem.
Shipping and returns? We’ll pay for it.
Zappos removed all hesitation from the buying decision. You can do the same as a coach.
Action Steps: How to Use Risk Reversal in Your Coaching Business
List every fear or objection your prospect might have.
“Will this work for me?” “Is it worth the cost?” “What if I don’t have time?”Develop a risk-reversal strategy for each objection.
Offer a test session.
Create an “if-this-then-that” guarantee.
Use value stacking with bonuses.
Test your guarantee for 30 days.
Track refund requests, conversions, and overall performance before making it a permanent part of your offer.
Final Thoughts: Make Saying Yes a No-Brainer
Risk reversal isn’t just about offering a refund.
It’s about building unshakable confidence in your offer by showing your prospect that you’re invested in their success.
And here’s the best part:
You don’t need to risk your income to do it.
You just need a clear structure, measurable outcomes, and a commitment to deliver value.
When you eliminate fear from the buying decision, you remove the biggest obstacle to closing sales.
About Adrian Ulsh
Adrian Ulsh is the Senior Executive Director at Focused.com, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.