When a prospect buys your product or service, he is taking a risk. Maybe it won’t work, maybe it isn’t as described, maybe he simply won’t like it.
If you want his order, you must assume the risk. After all, you’re the company that stands to profit from the transaction, and you know the quality of your product or service.
There are other ways to entice prospects into becoming customers. When you go to the local boutique and buy something, you can usually take it home and decide if it’s really what you want or not. If you decide against it, you can bring it back and return it for a refund, store credit, or make and exchange.
That’s not the way the mail order and e-commerce business operates. Some mail order and online marketers have, for years offered 100%, unquestioned money back guarantee. But they haven’t always promoted or explained that. We should turn these types of guarantees into strong and powerful statements.
“Try it for X days, if you don’t like it, return it for a full, hassle-free credit. We will even pay return shipping!”
Our experience is, the longer the guarantee period, the lower the percentage that’s returned. When you say, “7 day or 14 day” the consumer immediately tests the product, if they are unsure, they ship it back. When the guarantee is 12 months or lifetime, they usually keep it around and try it time and time again. This way, there is no pressure to return the merchandise. And, much more often, they end up keeping it.
This is especially true of gifts. I don’t want to give my friends a gift with the proviso, “try it immediately because it only has a 7 day refund period.”. So people prefer to make their purchases with companies that offer extended guarantees and warranties that are hassle free.
A good guarantee screams: we know you’re going to love our product and never want to return it. We know our product will deliver all of the benefits we’ve promised you. We’re confident that our product will give you everything you want.
This builds customer confidence
When you’re selling by mail, the prospect does not have the product in their hands. They can’t try it on. They can’t look at it and see how it works, they can’t feel the fabric or texture. This means customers want to know that if it doesn’t fit, doesn’t work, doesn’t feel or appear as they imagined, that they can return it with no hassles. Give them that, and they’ll make the purchase.
Don’t keep these promises, guarantees, and warranties secret. They are critical elements in your presentation and business strategy. Don’t bury them in the fine print.