Without question including a strong Guarantees will increase the number of calls and leads you will generate.
Why should we have a guarantee.
Without question including a strong Guarantees will increase the number of calls and leads you will generate.
Most of your competitors do not advertise a guarantee at all, so this is can be a huge point of differentiation for you.
Its all about Risk reversal. Taking the risk of giving you a chance off of the consumer and putting it all on yourself.
We are taking away all of the fear a potential customer has to doing business with us and saying, that isn’t something you have to worry about.
Its handled, and in the rare even that we screw up, we are going to go above and beyond to make it right.
guarantees are something I talk about a lot when I speak at our industry trade shows. And I used to show specific examples during my talks of what we have helped our clients develop in the past, but as you can imagine, I very quickly realized that was a bad idea, because our guarantees kept getting copied word for word. So I no longer do that.
So let me say this, If you copy someone else’s guarantee, if copy someone else’s marketing then you have completely missed the point of marketing to begin with.
Marketing is all about highlighting differences, specific to your business, your market and your customers.
You need to be different and Innovative in all of the marketing you do. And in how your run your business. That is how you create an amazing brand that dominates your market. That changes the game.
That makes your competitors shake their heads and try to copy.
And they can’t be leaders if all the do is follow you.
So what makes a good guarantee?
Well the Stronger it is better.
My rule of thumb, is that The more painful the guarantee is for you to make, the more powerful it will be to your consumers.
Guarantees are excellent for removing those last few barriers consumers have to signing up for your service.
So think about what you can guarantee in your business.
Can you guarantee your Premium Fertilization package, will yield greener grass in 30 days or your money back?
Can you guarantee a real live human being will answer your phone 24/7 or you get two months of free service?
What are the most common complaints consumers have about lawn care companies?
Guarantee that wont happen, back up the guarantee with action or reward and you will instantly remove that obstacle to a sale.
Guarantees work and they have been proven over and over again.
So obviously when it comes to guarantees, I know what your thinking, this is going put me out of business. I am going to get all of this customers trying to redeem the guarantee.
Well, I understand that perspective, but unless you just have horrible service issues, it is rarely ever going to be redeemed.
One of our clients who serves over 5000 residential lawn care customers… they have the strongest guarantee I have seen in the industry hands down. And In 7 years, customers have tried to redeem it less than 5 times. And guess what, they have never redeemed the value of the guarantee.
Instead, each time they fixed the problem, and turned an angry customer into a thrilled customer.
So, If your aren’t including a guarantee in all of your marketing then I have got to ask you. When your screw up, all we all do make mistakes from time to time. Do you refuse to fix the mistake?
If you don’t refuse to fix your mistakes, then you already have a guarantee, the only thing you are not doing is advertising your guarantee.
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