When you own a small, growing company, the secret to overcoming sales resistance--or, better yet, making sure potential objections never come up--is to address them subtly in your company's marketing materials. For example, MTS-Group, a recruiting business in Waltham, Mass., offers more than the classic money-back guarantee. The company tells potential customers that if they're not completely satisfied with its résumé-database service in 60 days, they'll get six months of free job-posting advertising on the Internet, in addition to their money back. Of course, the company takes precautions to make sure customers won't need to use the guarantee, according to president Dan Miller. To assure satisfaction with the database, MTS asks some new customers to take a brief training program so that they know how to use it effectively.

Copyright 1998 G+J USA Publishing