Why do I need a guarantee?
A guarantee or a warranty is going to prove to your customers that you stand behind your products or services. It is going to tell your customers that you believe in your products – and that if something should go wrong – you will help them out. You will give their money back – or provide them with money toward other products.
I love to shop at J.C. Penney’s – my biggest love of that store is their guarantee that I can get my money back if it doesn’t fit. I shop there for gifts for other people – if it doesn’t fit – I know they can return it with no hassles. They don’t even need a receipt. Now that’s a guarantee!
Sometimes, their products are even more expensive than other department stores – but I don’t care – I’m willing to spend the extra money – because of their return policy.
In fact, their return policy is so good – that you can wear a pair of jeans for 3 months, if they start to fray on the ends, you can return the jeans. If you are in any way dissatisfied with their product – they will refund your money.
Why take the risk?
If you have a good product, 99% of your customers will not return it. But when that 1% comes to you and asks for a refund – you’d better give it to them. You need to stand behind your guarantee. Take that customer – the dissatisfied one – give him his money back – and give him a little extra. Turn it around – make that dissatisfied customer into a satisfied customer.
Instead of him telling his friends and associates, “I didn’t like their product – so I got my money back.” He’ll be saying, “You know – not only did they give me my money back – they gave me a gift certificate for a free month of internet access.”
Why take the risk? Because most people will not return the product. And if people are returning your product – you’d better take a good look at it, you’d better find out why they are returning it and make it better.
Also, people will less likely return the product if you are honest about the product’s benefits and features. Don’t lie, don’t make things up – tell it like it is. Tell them what they are really getting. If they know what they’re getting – they are not going to return it.