This Is Guaranteed to Help Your Sales – or Your Money Back

April 14th, 2010

The smart service-based entrepreneur is always looking for ways to increase the sales of their programs, products and services.

No, not because they’re greedy. It’s because they know clients can’t experience breakthroughs and transformation until they get off the fence and make the purchase.

One of the simplest ways to remove the barrier to buying and increase sales is to offer a guarantee.

When it comes to offering a guarantee, however, most service-based business owners say “No way! I can’t control what the client is going to do, so how can I guarantee my program or service?” They’re afraid too many people will take advantage of it and they’ll lose money.

It’s important to keep your eye on the big picture.

The value of a guarantee lies in giving potential clients peace of mind, making it easy for them to say yes to your offer. Backed by a strong guarantee, the number of sales you make is invariably greater than if you had no guarantee at all. So even if you do get a small number of returns (and that’s really the exception, not the rule), you’ll still come out ahead.

The trick to crafting a fantastic guarantee is to make sure it’s both bold and something that you can confidently stand behind. You want your guarantee to exude certainty and know-how, not worry or limitation.

Use these three simple models to help you create guarantees that cause your sales to soar.

Sales-Boosting Model #1 – The Performance Guarantee

MODEL: “I promise you’ll learn at least five strategies for how to increase your list by at least 30%. If not, I’ll happily give your money back.”

The performance guarantee is where you’re saying “I promise to give you X.” You’re guaranteeing your performance, not the client’s. This is one that most service-based coaches and wellness professionals use initially, since it’s easy to be confident about what they will deliver. It’s also the least meaningful for the client.

Sales-Boosting Model #2 – The Satisfaction Guarantee

MODEL: “If you’re not satisfied with the program, you will receive a full refund.”

This is perhaps the most commonly seen type of guarantee. It’s often the most open-ended which makes it effective in giving clients peace of mind about the purchase. But that same non-specificity can cause heart palpitations for the new-to-giving-guarantees business owner.

Sales-Boosting Model #3 – The Results Guarantee

MODEL: “I guarantee that if you actively participate in the exercises, take ample notes, and join in the Q&A discussions, you’ll leave this program with a proven template for how to conduct a money-making promotional launch campaign.”

This is by far the strongest of them all. I like a results-based guarantee because it paints a vivid picture for the prospective client of not only the result you’re promising, but what they need to do in order to get that result. You’re essentially saying, “I’ll give you X, you’ll put it into action, and then you’ll get Y result.”

It’s All About Risk-Reversal

As you’ve undoubtedly heard me say before, no one likes to be sold to, but we all love to buy. When you offer a bold guarantee, you take away the risk of saying yes, and give clients that extra push to get them off the fence.

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Entry Filed under: Heart-based Selling Tips