Power Marketing tip 23: What's Your Gurantee?

Power Marketing Tip 23:

What's your guarantee?

Buyers want guarantees. If you want to pry the money from the reluctant hands of your clients you must make them feel good about their purchase. You must help them overcome their fear of buying. You need to reduce the risk.
How can you reduce the risk for your clients?

One of the best ways to demonstrate your good faith and understanding of your clients' needs is to offer a guarantee.

Buyers expect guarantees.
But a standard guarantee might not be enough to convince a prospect to buy from you. If your guarantee is only as good as the competition - it's not giving you the edge. It's just saying that you are as bad as the competition.
You need to offer a guarantee that catches attention and scares your competition.

For example:
Domino's Pizza built its success on this guarantee, "Fresh hot pizza in 30 minutes or it's free."

Hyundai offers a powerful guarantee. If you loose your job within one year of your purchase or lease of a new Hyundai you can break the deal and return the car at no extra cost to you. That's smart because it addresses the biggest concern on workers' minds.

A travel company offered this guarantee. If it rains on your vacation we will offer you another vacation at no extra charge.

Don't offer an empty guarantee. The newspaper has a guaranteed delivery time of 8:00 am. I asked the representative, "What happens if the paper is not delivered by that time?" Guess what she said? "Nothing." In other words there is no guarantee.

A guarantee must have two parts. There must be a measurable parameter and there must be a reward or restitution to the client when you don't measure up.
For the guarantee to differentiate you it must be bolder than the competition and it must address a principle fear of your clients.

Tell me about your bold guarantee and I might post it on my marketing blog along with a link to your website.

George Torok
Power Marketing

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