What Can You Guarantee?

By Action Coach Dave Beam

One of the keys to building a strong presence in the marketplace is uniqueness. When your business is different, and your customers have to come to you to get the service they are looking for, then you have established a niche market. You can easily raise your prices. In fact, it is appropriate and expected that rare, unique products would cost more.

One easy way to create a niche in the market is to offer a strong guarantee. The question for you to consider today is what can you guarantee? Here are a couple of familiar guarantees: Federal Express – Next Day Delivery or It’s Free; Dominos Pizza – Delivery within 30 minutes or its free; Snap-On Tools – Life-Time Replacement Guarantee.

Guarantees are powerful because they remove fear from the prospect. Customers have expectations. Guarantees allow you to clearly transform those expectations into an agreement. The first step in creating a powerful guarantee is to consider this question: What are the top frustrations, aggravations, and fears that customers have when shopping and purchasing my products and services? The second question: What guarantee can I offer that will remove those frustrations, aggravations, and fears?

How about a dentist that guarantees no pain? How about the handyman that guarantees a job completion time or it’s free? What about a restaurant that guarantees the full dining experience or the meal is free?

Once you have created a guarantee, you need to be sure that you have a PROCESS (a system) that will consistently deliver your PROMISE (your guarantee). This truly becomes a key component of your marketing that differentiates you from your competition.

Action Coach recently released a 7-point/17-week guarantee that is summarized as follows: “Guaranteed Results in 17 Weeks or Your Coaching is Free”. This is the first point of that guarantee: We Guarantee to get results, and that you'll be able to "Find our Fee" in your business within 17-weeks of ActionCOACH coaching your company ... or your coaching is FREE. There are six other specific guarantees as well, and I would encourage you to check them out on our web site. Each one deals with a common fear that prospects deal with when considering coaching; the first obviously being a fear of not getting a result for the amount of money invested.

What can you guarantee in your business that will put you ahead in the marketplace? Give me a call if you want some help creating your unique selling points and guarantee. It is an important key to business success!