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How To Offer a Powerful 100% No Risk Guarantee
By Abe Cherian
? 2005
Have you ever noticed with most businesses that you are
taking the risk? Here”s an example. The other day in a
small clothing store, I saw the owner had a sign posted
that says, “Absolutely No Refunds After 7 Days.” This is a
really bad way to destroy goodwill. You don”t have to state
things negatively.
They”re thinking to themselves, “People are going to come
try to return something next week or the week after and
we”re just not going to do it. We”re not going to give them
their money back.” They put a sign up with that same
negative attitude and expect customers to feel at ease when
making a purchase.
They could easily have said, “We”ll gladly give you a
refund of your full purchase price within 7 days – No
Questions Asked.” This says it better and makes a huge
difference.
The first one tells the customer that “Hey, it”s your
responsibility, the risk is on you.” The second one says,
“Hey, we”ll take the risk and we”ll do everything we can
for you if you”re not satisfied.”
See the difference? It”s minor and probably won”t hurt a
lot of sales, but why be so negative when you can turn them
around and state them with a big, bold, powerful guarantee?
“Our prices are the lowest in town. We”ll fund the lowest
price anywhere or we will refund the difference.” You know
those with large appliance chains? You can make big, bold
powerful statements like this simply by stating the tone in
your message.
Another example; If you sell magazine subscriptions, you
can guarantee their money back all the way up to the last
minute of the last day of the last month of their
subscription and they can get a full refund. These are 100%
no risk guarantees that will not hurt your business.
There are a lot of guarantees that can be stated and put
the risk on your shoulders where it belongs. If you have a
quality product or service, then you”re not asking them to
go out on a limb.
If you perform, then you should do everything you can to
say that you do even if you get more returns or maybe
people asking for their money back. Maybe it”s because you
made a mistake. Maybe it”s because something is wrong on
their end and they try to take advantage of your every move.
It will be inconsequential compared to all of the new
business you”ll generate because of your big bold solid
guarantee. Making such a statement in your everyday
business plan, helps make your customer feel more
comfortable doing business with you.
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