7. Overcome skepticism. Use a guarantee or have a perceived expert speak for you. “The best sandwich in town or it’s on us.” “We are so convinced that you will love your meal, that if you are not delighted, you don’t pay.” “Mr Jones says that we make the best pizza in town.” Guarantees are very important to make customers comfortable with the risk they are by giving over their hard-earned money to try your restaurant. And they show a level ...

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