In some industries, guarantees are standard, and in other industries they’re not allowed. Often it’s left up to the owner’s discretion. But no matter what your situation is, you can gain an advantage by highlighting certain promises to your customers.
Guarantees already standard?
Let’s consider the first situation, where money back guarantees are required for your industry. That doesn’t mean you shouldn’t advertise your guarantee. Many of your potential customers may not be aware of it, so make sure you have it listed on your website and anywhere else applicable.
This is where uniqueness doesn’t matter as much. It is more important that you get the word out.
You’re not allowed to use the term “guarantee”
If you’re in healthcare, for example, you may not legally be allowed to offer a guarantee, because you can’t guarantee results.
You can, however, talk about the customer experience, and make promises for how customers will be treated. You can have a “Patient’s Bill of Rights” or a “What to Expect” promise, so that customers know you have excellent standards and will take care of them.
Alternatives to Money Back Guarantees
Think about all the things that people hate or dislike about doing business with your industry, and promise them they won’t have that experience with your business.
Guarantees are all about reducing the perceived risk of doing business with you, so think of all the ways you can eliminate or significantly reduce the risk to your customers.
If you’d like help tweaking your guarantee, schedule a call and we’ll talk through it. I’ll also tell you about my guarantee.
Author: Mark McNulty, Business Coach