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In internet marketing, making a guarantee on your product or service is one very important step in increasing the sales conversions on your offering.
Internet buyers don't have the benefit of meeting you personally and shaking your hand.
They aren't able to get the 93% of communication that is not delivered by your words which is normally very important in sales conversion.
They are only able to make decisions on whether they would like to purchase your product or service based on the information on your website or sales page.
Sales Conversion almost always requires a strong customer guarantee! Internet and direct response marketers call this guarantee "Risk Reversal".
The idea is that people will be more inclined to take advantage of an offer if they know that they can get their money back in the case that the product or service didn't live up to the sales copy.
Clear, benefit driven sales copy goes a long way in setting appropriate expectations and will result in happier customers and lower returns.
A strong guarantee of their satisfaction is many times the gentle nudge that the customer needs to go from highly interested to entering in their payment information and becoming the proud new owner of your information product or service.
Land's End uses an incredible guarantee to get better sales conversion on their website and in their magazine.
Here's an example of their guarantee philosophy: "The Lands' End guarantee has always been an unconditional one.
It reads: "If you're not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.
" We mean every word of it.
Whatever.
Whenever.
Always.
But to make sure this is perfectly clear, we've decided to simplify it further.
Guaranteed.
Period.
®" (LandsEnd.
com) Sometimes a strong guarantee can yield unintended results.
Offering strong guarantees to increase sales conversions can sometimes lead to abuse by customers.
In fact one time at lands end, a customer decided that they wanted to return to taxi which was featured on the front cover of their catalog.
It was in 1984 and the classic taxicab was purchased for $19,000 by a woman in Kansas as a gift for her husband.
Her husband happened to be an avid car collector.
Over 20 years later a gentleman called and decided that he would like to return to taxi for a refund.
Now even though lands in did not offer this product for sale through their catalog and it was purchased through another vendor, they still stood behind the product and gave a full refund holding firm to their refund policy.
I remember hearing another story about a big company that is world renowned for their service.
This company is based in the Northwest and many people love this company because of their exceptional customer service and generous refund and return policies.
In one instance, a woman decided that she wanted to return tires that she had purchased.
This company did not sell tires or any other kind of automotive products at all.
They are one of the leading companies in fashion and clothing.
Due to their 100% satisfaction guarantee for their clients, they still refund and this woman's purchase price and took the tires back in order to keep the customer happy.
This company, often lauded for their exceptional customer service, is Nordstrom's.
In the short term these types of returns seem silly.
But in the long term view of building a business, keeping customers happy is the ultimate pathway to success.
Spend some time thinking about your offering and how you can offer a strong guarantee to your clients.
If you aren't comfortable with offering a strong risk reversal in your sales materials, then you should re-think the value that you are actually delivering to the marketplace.
The main point of building a successful business is long term profitability, and that only comes from happy customers getting a lot of value and then telling their friends, family and colleagues about the great deal that they got on your product or service.
"
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