Whatever kind of products or services you offer, you should consider selling them with a robust customer satisfaction guarantee.
Why? Because doing so is a vote on confidence in yourself. It’s saying that you are so sure your product or service will please your customers that you are willing to put a wager on it.
The great thing about a business that backs itself is that this rubs off on your customers. You’ve minimized the risk for them, so you are more likely to get them to buy whatever it is you are selling in the first place.
So what are the key elements you should include to create a fantastic guarantee that will appeal to your specific customers?
The length of your guarantee
A customer satisfaction guarantee has to be long enough that it means something to your customers. Too short and they won’t see the point. A short guarantee could even end up putting them off (if your product is only guaranteed for a few days and they would expect it to last much longer alarm bells might start ringing). Of course, the length will depend on your product or service, but usually, this is anywhere from 30 days up to a year.
Naturally, the longer you are willing to guarantee customer satisfaction the more appealing your product will be.
To set the length, you must think about how long you would expect a good quality product of that nature to last and then make your guarantee at least that long. Be wary of offering a lifetime guarantee though as this could get you into customer disputes years after they have bought your product and you won’t be able to forecast returns this far in the future which could end up seeing your business in financial distress.
What are the terms of your guarantee?
Creating certain conditions around your guarantee can protect your business. However including too many and you’ll only overcomplicate matters and make customers suspicious that you don’t have customer satisfaction as a priority.
Any conditions you do place should be clear and appropriate. As long as they don’t try to trick or confuse the customer, and are reasonable then it shouldn’t do too much damage and can help to avoid customers who might try and abuse the guarantee. However, you do need to think carefully about this as a 100% customer satisfaction guarantee is much more powerful.
What are you guaranteeing?
It is hugely important that you are clear and precise about what the guarantee covers. For example, if a customer is dissatisfied with a product and wants to return it to you, do they have to pay the shipping fees?
Consider the different types of promises you can offer. Is it the quality? The performance? Will it last longer? Is it better than a previous model or compatible products?
Make sure what you state is appealing enough to incentivize your customers to buy. Saying, for example, that they don’t even have to return the product, or that they won’t have to explain themselves, i.e. ‘no questions asked’ is going to be a lot more appealing then say, if they have to fill out a long form to get their money back.
How is the guarantee activated?
Finally, you need to state when the guarantee begins and if there is any action customers must take to qualify for the guarantee. If you sell a product, most will start as soon as the customer owns the product. However, if your business offers a service, this is a little more complicated, so you need to think about how you communicate your guarantee to your customers.
A great customer satisfaction guarantee can make all the difference when it comes to assuring people you are a business who cares about their customers with fantastic products to offer. If you do genuinely believe in what you are selling, coming up with a great guarantee shouldn’t be too difficult, and shouldn’t be too much of a risk for you either.
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