If you want to encourage people to buy your product or
service, you have to make the decision as easy as possible.
Based on the techniques of hypnosis and Neuro-linguistic
Programming, you want them to picture in their mind what it
will be like in the future after they have bought it.
It may be difficult for them to do that if there is too
much risk involved so your marketing task is to remov the
risk.
The way you do that is through some sort of guarantee.
Most potential buyers will be a bit skeptical of buying
whatever you sell and a guarantee removes a significant
part of their risk.
People want to know that you will "put your money where
your mouth is." If you have confidence in your own product
or service, this will help your customers feel at ease,
leading to more sales.
For this reason, the concept of "risk reversal" is crucial.
If you can't stand behind your offer with a guarantee of
some sort, people are likely to purchase from someone who
does. So don't line your competitors' pockets by ignoring
this vital piece of the marketing puzzle.
Some people are too scared to offer a guarantee as they
worry that people will take them up on it.
The reality is that some will but, provided you deliver
good quality and don't make unjustified claims, you will
win more business by having the guarantee than you will
lose in this way.
Here are 7 secrets of making your guarantee as powerful as
possible.
1. Promote the value of your guarantee: Specify the details
as though it is another product that adds value to your
offer. Spell it out in plain, simple English. Make sure
it is "no questions asked" to help put your customers at
ease.
2. Make it personal, if possible: It's useful to help
people see that there is a person behind the guarantee. So
consider making it a "personal pledge" or a "personal
promise" written to the buyer.
3. Longer is better: The longer the guarantee period, the
more comfortable the buyer will feel - and longer
guarantees typically lead to fewer refunds. The ultimate
guarantee is 'try before you buy', where you pay only if
you are satisfied.
4. More is better: If possible, it's often a good idea to
offer a "better than money back" guarantee. Let your
customers keep something even if they decide to return the
product. This helps them see the purchase from you as
totally risk-free - because you're the one with all the
risk.
5. Be creative: Think about what the customer really wants
and consider offering guaranteed results rather than
offering money-back. For example, a computer repair shop
that will fix your machine even if it takes 5 trips back to
the shop will really stand out from the crowd. No "or your
money back" needed!
6. Make it prompt: When a customer asks for a refund, make
sure it is prompt and courteous. Consider them a priority
as it's better to refund the money than to have an
unsatisfied customer.
7. Work on reducing refunds: No matter what you do, you can
still expect to give refunds from time to time. It is a
simple fact that customers change their minds or were just
looking for something else. But use it as an opportunity to
get feedback and make any changes needed to your product or
your marketing.
A good guarantee can provide a high level of comfort to
your prospective customer that will make it easier for them
to see the potential of working with you. So it's well
worth making it part of your marketing package.
----------------------------------------------------
Robert Greenshields is a marketing success coach who helps
entrepreneurs and independent professionals to develop the
right mindset and marketing strategies for higher profits.
Sign up for his 7 free secrets of making your marketing
more effective at http://www.PersuasiveMarketingPower.com
No comments:
Post a Comment