“Guaranteed”… or What?

You’ve heard hundreds of ads on TV, radio and in newspapers where they claim the “Guaranteed LOWEST Prices”, “Biggest Selection”, “On Time Delivery”, and the list goes on.

When a potential customer hears this, in their mind they say, “or what?” What if it’s not the “lowest price”, “biggest selection”, “on time”? Then what happens? Stating a guarantee without the “or what” has little to no impact!

Here are some examples of guarantees that answer the “or what” question:

Papa John’s Quality Guarantee: “Love your Pizza. Guaranteed.” Or what? If you don’t love your pizza, tell us why and we’ll deliver another one absolutely free.

There was once a local used car dealer that used this guarantee: “Better Cars, Better Prices, The Best Guarantee in the Business.” Or What? If you’re not completely satisfied, I will give you your money back – Every Penny!

Offering an iron-clad guarantee can dramatically reduce any perceived risks and increase your new customer count and your closing ratios. Honoring those guarantees also increases the amount of “word of mouth” advertising you receive!

A common reaction you hear from business owners in response to a competitor’s strong guarantee is, “Well, we do that too”. The problem with this reaction is that whoever says it first, owns it. The “strength” is being able to advertise it and use it as part of your business’ marketing and sale pitch.

Some businesses fear promoting their guarantees because they think they may lose money if customers abuse them. In reality, a very small percentage of consumers abuse guarantees, refunds and return policies.

The marketing power of a strong and unique guarantee that creates a trust and comfort level will result in customers buying from YOU instead of your competitors.

There’s a couple of take aways you need to remember about this guarantee business. 

First off, it has to be genuine.  Make it an offer that doesn’t require your customer to jump through too many hoops and do the impossible.

Next, you have to promote it.  

If you are really serious about offering a guarantee and this is going to be your calling card, your identity, your branding statement, then you must let people know about it.

Spend the money on ads, print it on your receipt, hang it on a banner, do what you need to do to get the word out about your guarantee.  

If you are really serious about this, then you have to tell the world.  Not the whole world, just those that you want as your customers.  

That requires an advertising strategy and plan to implement it.  That’s where I can help. Contact me.

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