One of the best weapons you can have in your marketing armoury is a guarantee, a powerful guarantee. A guarantee that almost bowls over any resistance a prospect might have.
I’m reminded of how powerful they are when I hear a mattress manufacturer making a fantastic claim on the radio.
“Purchase our mattress and sleep on it for 120 days. If you’re not totally satisfied, return it to us for a full refund,” they proudly say.
How good is that?
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It’d be a pretty safe bet that, after somebody has spent three months sleeping on a mattress, they’d be so used to it they wouldn’t part with it. Most people would be so in love with the mattress they are now used to, there is no chance they’d send it back.
Oh yes, there would be a few nasty people who want to take advantage of the supplier but the good would certainly outweigh the bad.
It’s a great idea with many products of value. Buy it, take it home, try for a while and if you’re not happy send it back. It works with furniture, computers, decorator items, and white goods for example.
So what guarantees do you give in your business?
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