You Offer a Guarantee? And, if So, What Kind? by Chris King
is the time of year when I re-evaluate my business and make plans and
goals for the rest of the year. A good bit of the planning involves marketing
- what has worked and deciding what might work even better in the upcoming
months. So, I have been investigating ideas, reading other independent
professionals' offers and talking with other freelancers.
of the suggestions that appears often is that a business should offer
a guarantee. Wow! On the surface, this sounds sort of scary.
If I offer a 100% money back guarantee or even a partial discount, how
will I ever make ends meet? Won't people take advantage of it and me?
In this article I will discuss some of the ins and outs of guarantees
and why I will be offering a guarantee, making it a win-win situation
for both me and my clients.
the benefits of offering a guarantee?
guarantee reduces the risk a client/customer feels they are
taking by either hiring us for a service or buying our product(s). Ask
yourself of you are ever swayed by a guarantee. I know I am, even though
in all my years of buying I think I have only returned one item (and
that was a retail store bought item).
guarantee shows that we have confidence in our product and/or
service. A well known speaker, Fred Gleeck, who sells thousands of tapes
and other products - and, at a high price, too - says that if we are
afraid to offer a guarantee, it means that we don't think our products
are good enough. He offers a lifetime, money back guarantee on any tape
or tape series. Very, very few ever come back.
guarantee will make us work even harder to please. Subconsciously
if we know that there is a guarantee, we will be adverse to cutting
any corners or overlooking the small, usually insignificant details.
free agent, independent professional and freelancer who has
started offering a guarantee has told me that their sales of products
and/or services have at least doubled. Yes, a few people have taken
advantage of the guarantee, but the extra sales have more than compensated.
I am worried
that people will take advantage of the guarantee.
unfortunately, there are those who will take advantage of the offer.
I know people who buy tapes, make copies and return them. There are
others who will wear a gown to a party and then return it the next day.
My feeling, however, is that the majority of people are honest and will
appreciate our willingness to offer a guarantee.
years I worked in a restaurant where we offered a 100% satisfaction
We had our own standards, and even if a guest didn't realize it, if
their meal didn't arrive at their table by our time specifications,
a manager would visit their table and tell them that we were buying
everything. We did the same if they felt that something didn't taste
the way they wanted it to.
never had to advertise. Our message of excellent service was
broadcast for us. Yes, some came in for a free meal, but most appreciated
our working to keep to our standards, and when we said we would buy
their meal, they often tried to argue us out of it. You see, because
of the guarantee, we who worked in the restaurant worked even harder
to fulfill our promise of satisfaction.
some sample guarantees? Following are several ideas for guarantees:
personally guarantee that if after trying out the amazingly powerful
information contained within this toolkit, you are not completely
thrilled, then I will refund you 100% of your purchase price without
question or delay within the next 60 days. That means you'll receive
the entire toolkit to test out, but then if you decide during that time
- for whatever reason - that it can't work for you, then I will cheerfully
refund your money, with nothing deducted from what you paid. It's my
black and white guarantee to you!"
standards of academic and editorial integrity are ensured by an Academic
Council, established by Fathom's Board of Directors, which
advises and supports Fathom in its mission to have programming that
is of the highest academic quality. 100% Satisfaction Guarantee: If
for any reason you are not happy with your online course experience,
you may request a full refund (price paid net of any applicable discounts
or rebates) up to halfway through the course. To receive a refund, please
send an email that includes your name, email address, home address,
phone number, course name, order number, and the reason you are dissatisfied
with the course."
guarantee may be accompanied by certain considerations. I know
a psychologist who guarantees that he will rid a patient of a phobia.
There are some limitations, however, on his guarantee. The patient has
to fulfill his or her part of the bargain by doing the work and exercises
given as assignments. He knows that with cooperation, his technique
my Special Reports and my Presentations' e-book, I offer a 100% money
back guarantee if buyers are not pleased with the quantity
and quality of the information contained. And, for my Development and
Design business of Custom Websites, I offer the guarantee that I will
continue working and tweaking on the project until my client is completely
satisfied - of course, they must do their part by giving me the needed
feedback and information as we proceed.
you or do you guarantee? I feel that the stronger the guarantee, the
more confidence and credibility we exude. If we are afraid to offer a
guarantee, is it because we are not sure of the value of our work? And,
if we are not sure of the value, how can we convince others to buy from
us and/or hire us? If we do offer a money-back guarantee, and a large
number of people use it, it probably means that we need to re-evaluate
and upgrade our work, our prices and ourselves. Weighty questions, I know,
but to jump to the next plateau, we need to ask them.
you offer a guarantee? Let me hear about it. I love receiving
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