Guarantees: Building Customer Confidence (Action Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today we’re going to be talking about guarantees and how they can enhance your brand and customer confidence.

What is a guarantee?  It is a formal promise that a certain condition will be fulfilled.  For your company it could be a performance expectation, such as “satisfaction guaranteed”.  A guarantee increases the confidence of your buyers by minimizing purchase risk.  If someone is on the fence regarding a purchase and see by the guarantee that you are so confident about your product that you stand behind it, they may be more likely to buy.  This also enhances the brand.  You really believe in your company and product, so will your customers.

Let’s take a look at two of my favorite companies and the guarantees they offer.  The first is High Country Gardens.  The High Country Gardens guarantee states that you will receive healthy, vigorous plants that transplant successfully and prosper. Within one year from shipment, if you are not satisfied for any reason, they will cheerfully send you a free one-time replacement (if available) or refund the full price of the plant.

The next is REI, an outdoor equipment store.  At REI, they stand behind everything they sell. If at any time your REI purchase doesn't meet your expectations, you can return it for a replacement or refund.  100% guaranteed.

If you truly believe in your company, product or service, why not offer a guarantee?  Ensure the guarantee makes sense.  You don’t want to give away the farm, however, you do want to instill confidence in buyers and back your product.  If a customer does want to return an item, make sure you honor that guarantee.  Over time you will build confidence, trust and loyalty in your brand.  If your brand is more successful your business will follow along as well.

Thanks for joining us for Action Wednesday.  Stop by tomorrow for Recon Thursday.  To discuss a one on one service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.