How to Present a Guarantee
If you’re going to succeed in sales it’s important that your intended message is not contradicted by the hidden (or unintended) message behind the words you choose. One place you can really get tripped up is in presenting your product guarantee. Discover how to present a guarantee that increases results.
On today’s show discover:
- … the most effective way to present a product guarantee;
- … how to avoid phrases that undermine your intended message;
- … how to use the guarantee to help your customer feel more confident about their purchase;
Why Have a Guarantee?
Product guarantees are sales tools and insurance policies that help the customer feel safer about making a buying decision. It’s a back up plan so they know they have nothing to worry about because you stand behind your product.
They can help skeptical customers because it’s one less thing to worry about. They are also very effective when you have an analytical buyer who wants to thoroughly investigate all aspects of the product before making their final decision. Since you have a guarantee, they can do that, in their home, and on their terms. They can feel comfortable putting the product through it’s paces. Ultimately, a product guarantee says that I’m so confident you’ll love the product I’m willing to let you try it and see for yourself.
Intended vs Unintended Message
All of this sounds great doesn’t it? So what’s the problem? Well, too often what we intend to say to our customer about the guarantee doesn’t match the hidden (or unintended) message behind the words we use to present it.
For example….you might hear a guarantee presented this way.
“….and it comes with a 30 day money back guarantee. So if it doesn’t work out for you, just return it and we’ll refund your money.”
The intended message is a good one…. “there is no need to worry because you’re covered.” However the unintended message is “it may not work for you, in fact that happens so much we have a 30 day money back guarantee. When it doesn’t work for you, you’ll need to return it and wait for us to refund your money.” Clearly the unintended message in this presentation is not going to lead to a sale.
Skeptical buyers are most likely going to assume it won’t work for them and analytical buyers may want to explore all the details about how to return it, and how your refunds work. Neither is a good outcome for you and your sale.
Aligned with the Intended Message
So how can we change the presentation so your intended message is received. First let’s look for “negative words and phrases in the previous example and replace those with more positive phrases. Here are the key phrases we’ll want to eliminate or replace… “doesn’t work out for you”, “return it”, “refund your money”.
Let’s try this….
“In fact, we’re so confident you’re going to love how Bob’s B Vitamins make you feel, we give you a 30 day guarantee so you can see the results for yourself.”
Much better! Let’s look at some of the positive words and phrases from this example. “Confident” “You’re going to love” “see the results for yourself”
Your communication of confidence will resonate with both Skeptical and Analytical buyers. Additionally, both will feel more positive about “seeing the results for themselves”.
While we’re really focusing on the guarantee in today’s episode you may find other opportunities in your sales presentation to rephrase your communication, ensure it’s positive and inline with your intended message.
“Let me give you our customer service number in case you have any problems with your order.”
Why bring up problems with your order? Is that the only reason you have a customer service department? And who’s customer service department is it….it’s for your customer right?
So, let’s replace “our customer service” with “your” customer service and get rid of the “problem with your order” phrase.
After a little modification it might sound more like this….
“Let me give you your customer service number. They are available to answer any questions you may have and we encourage you to call and let us know how well you’re doing with Bob’s B Vitamins. We love to hear about your success!”
Now it’s their customer service number, the team is available to answer questions and they LOVE to hear about your success! (because we know you’ll have success….we’re confident!) (much more closely matches the intended message)
I challenge you to review your sales this week and look for opportunities to realign your communication with your intended message. Whether it’s a more confident guarantee presentation or positive phrasing elsewhere, improving your communication will impact your sales success.
Today’s One – Two Punch
Communicate Positively to Convert more Shoppers into Buyers
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