Long time subscribers will know the story of the plumber who wanted to differentiate himself and did so by giving a guarantee “On time or it’s free!” It was very successful for him and he grew his business dramatically because of that one difference between him and the competition.
When I tell that story to other business people, many of them are reluctant to use it in their business because they are afraid that it will work against them. Of course you should never give a guarantee you can’t keep but you should create one which is bold so that it differentiates you from the crowd.
That’s why it was great to follow a truck the other day which boldly proclaimed the company’s guarantee.
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A hirer of forklifts guaranteeing to deliver any forklift hire on the day it was ordered. It’s a bold, on target guarantee because any company requiring a forklift doesn’t want it in a few days… they want it straightaway.
The reassurance of such a guarantee differentiates that company from the forklift hire pack extremely well.
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