Sales & Marketing

Seal Your Customers’ Trust With a Guarantee

Editor’s note: A version of this article appeared on Shep Hyken’s blog and is adapted here with permission.

Customers want to feel confident with the companies they do business with. It doesn’t matter what type of business you’re in or how you sell. It can be a manufacturer, a brick-and-mortar retailer, an online e-commerce company – basically any type of business must create confidence.

I’ve been preaching for years that the way to create confidence is to deliver a consistent and predictable experience. That is still the most powerful way to gain a customer’s trust. Your customers should expect that you will always do what you say, always be on time, always do what you promise or always polite and appreciative. The word always is a powerful word that connotes consistency and predictability.

A Top-Notch Service Guarantee

There is one more piece I’d like to add to the concept of confidence: guarantee whatever it is that you do or sell.

Why do people like to shop at Nordstrom? They know they are going to get great merchandise delivered with great service. In addition, if for any reason they are unhappy with their purchase, or if there is a problem with whatever they bought, they know Nordstrom has their back.

Creating customer confidence means delivering a consistent, predictable experience and standing behind your product or service — sealed with a guarantee.

I recently had the chance to talk to Aaron Leon of LD Products. His company sells remanufactured ink cartridges for copiers and printers. You might have a brand name printer like a Cannon or HP, but you don’t have to buy brand name ink cartridges from those same brands. LD Products prides itself on a cost-effective alternative. While LD Products promises great customer service, they know that they have a battle with the perception of the quality of remanufactured ink cartridges. So, what did Aaron do? He offered a guarantee that takes all of the risk out of the purchase. As he tells customers, “If you don’t like the color of the box, we’ll take it back!”

Now, that’s a guarantee!

Are comfortable enough with your products and services that you’re willing to offer that kind of guarantee? Think about the trust and confidence that it would create. Think about the increase in sales. Think about the repeat and loyal customers. Creating customer confidence means delivering a consistent, predictable experience and standing behind your product or service — sealed with a guarantee.

A version of this article by Shep Hyken appeared on his Customer Service Blog. You can read the full version here.

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