|
28. Always guarantee your product or service. A solid guarantee is tangible proof that you're reputable. And it helps to lower the perceived risk your prospects feel when considering your offer. 29. Include the basic elements of a solid guarantee. Your guarantee should assure your customer of the quality of your product, clearly spell out your terms, and specify a generous time period for evaluation. Stronger guarantees mean stronger sales. 30. Make your guarantee legal. Make sure you're not promising something you don't intend to. Make sure what you do promise is legal. And make sure your guarantee will stand up in court if you have any customer complaints down the road. 31. Backup your guarantee fully. If you say it, mean it. And make sure everyone in your organization understands the guarantee inside out; especially phone operators, complaint handlers, management, and anyone else who deals directly with your customers. 32. Strengthen your guarantee with a signature. 33. Avoid legal-looking teeny type. 34. Keep your guarantee short and simple. Don't write a novel. Just say it and shut up. Here's the classic guarantee: "We provide the finest widgets in the world. If you are not fully satisfied, for any reason, just return your widget within 60 days for a full refund of your purchase price." 35. Keep conditions to a minimum. Don't beat up your customer with conditions. 36. Extend your guarantee for as long as possible. Give your customer loads of time, and most will never make a return. 37. Make your guarantee a benefit for your customer. |