In 1996, I was into my first full year as a freshly minted entrepreneur, and was asked what my guarantee was.
“Huh, hmm, well!”, was my response.
I had no clue!
Then I thought about it!
The more I thought about it, the more I realized that if I offered such a guarantee, my customers would find a way to pick through the loop holes and exploit me. No way, not me!
Remember when Domino’s pizza offered, “Fresh, hot pizza, delivered in 30 minutes or less or it’s FREE”… this was precisely the reason I never wanted a guarantee, I was that jerk that stood by the door with a stop watch in my hand waiting for my free pizza.
I’m not falling for that!
So, I dismissed the idea! No guarantees for me! Screw ‘em!
I mean really, why should I offer my best service to someone and then have them not pay me. Forget it, ain’t gonna happen!
And so, for 2 more years I resisted the temptation.
Then, I changed my mind!
Nope, no light bulb going off!
Instead, it was more like, how do I explain it…
Did you ever watch the TV show NCIS where DiNozo gets smacked upside the back of the head by Gibbs his superior? Yeah, it’s kind of like that! The sudden feeling that you’ve done something wrong and the immediate discomfort you experience with each head smack.
There I was, for the very first time, putting into my advertising, a big bold, “exploit me please” guarantee, that even my dad thought I was off my rocker!
Here I was, a young cocky entrepreneur, bucking the trend and going full tilt into unknown territory.
Yep, I was crazy!
And, it worked!
“The Most Thorough Carpet & Upholstery Cleaning You’ve Ever Seen…or it’s FREE!”
Can you guess what business I was in? (Actually, still in! I still own that business, going on 16 years. http://premierecarpetcleaners.com )
In the last 13 years of using a guarantee, do you know how many people tried to blatantly rip me off? If you guessed higher than 10, you are way off! Hold your left hand out, with fingers extended, now fold two fingers inward…how many fingers remain outstretched? Three! Yep 3 in 13 years.
Here’s why!
By offering a guarantee you are reversing the risk. You are taking the responsbility and the fear of experiencing a sucky service or product away from the customer and taking ownership of it. You are saying, “There is no need to fear, my guarantee is here!” (okay, sorry, that’s a throwback to the old “Underdog” catch phrase,from the late 60′s early 70′s, wow, I’m getting nostalgic, I might have to go watch it…oops sorry, A.D.D kicking in…refocusing!)
If you are proud of your service, and know full well that you are delivering only your best, then by all means, guarantee it!
Word of caution…if your service is below par in any area or you are dishonest in your approach, offering a guarantee then not standing behind it…well, if you’ve never heard the expression “Karma’s a bitch“…you will fully understand what I mean, the first time a customer puts you through the ringer.
After, experimenting with guarantees in my cleaning biz, I finally decided to kick it up a notch and do something that no other cleaner was brave enough to do. Double the guarantee. In 1999, I launched my 200% better than risk free guarantee!
”I’m obsessed with giving YOU…the consumer, the Most Amazing Experience you’ve ever had with any service company. In fact, if you’re not ABSOLUTELY THRILLED with our professional quality service, we’ll return and re-clean any areas of concern, and if I still have not met your expectations, you don’t pay. It’s that easy! Then, I will gladly pay (up to 100% of my original work order) for another IICRC Certified company to clean your carpets. Plus, I will make a $50 donation to any charity of your choosing on your behalf.”
This was the whip topping on my insanity cake!
The guy who swore he would never, ever use a guarantee goes full force into crazy mode and offers up his soul with every cleaning.
I wanted customers to know that they had nothing to worry about. They would be protected and I was willing to go the distance. Lock, stock and barrel – no excuses!
Not happy, no problem, here’s your money back and I’ll pay another cleaner out of my pocket to fix my screw up and then donate in your name to the charity of your choice for wasting your precious time.
I’ve taken that same philosophy and applied it to all my ventures! If you’re not head-over-heels happy with my product, you don’t pay…it’s that simple! That’s right, I want customers doing cart-wheels in the street, dancing on the ceiling, shouting from the rooftops how I helped them. I want them out there telling their friends how I saved their day, and that I stood behind my service and shielded them from any harm.
Make your guarantee BIG, make it BOLD! Keep it simple!
I’ve been told more times than I can count on my fingers and toes that my prices were higher than my competition but because of my guarantee, they felt safer hiring me than them.
Safer?
Well, that’s exactly what a guarantee does. It’s removes all fear. It provides a safety net for your customers. So, yes, safer!
The more benefit you can create for a potential client to you use you, the easier the sale will be and the greater the satisfaction the customer will have.
Guarantee it!
Until Next Time,
“Live with Passion!”
Rob Anspach
P.S. In Jay Abraham’s book (which I highly recommend you read, right now), “Getting Everything You Can, From All You’ve Got!“, Jay says, “Make it so your clients come out so far ahead by dealing with you they would be stupid not to. Even if they decide that your product is not for them and they return it – they still come out of the deal with the refund and many bonuses that they never had before dealing with you.”
P.P.S. I’m changing the name ”Be A Better Entrepreneur” Seminar to “Be A Better Entrepreneur” Academy…I feel the word “Academy” has a better sound to it. Everyone seems to use “seminar” to describe what they are doing…Blah, boring! Presenters will be renamed “Instructors” and the whole event will revolve around creating a dynamic, intense learning experience. Yep, The Be A Better Entrepreneur Academy will craft you into a lean, mean, money making machine. http://BeABetterEntrepreneur.com
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