I recently tried to return some dresses my daughter purchased online for her prom and to say it was a nightmare was an understatement. I just donated them finally after 2 weeks of frustration with the clouded guarantee they gave which made returns near impossible. This is not the first time I have found guarantees to be masked with wording that makes understanding what the company is actually guaranteeing. I am not much more alert to guarantees and return policies that are not clearly understandable. My 12 year old son who orders online now won’t make an order that he does not understand the sellers policy. With this said, beware the educated consumer is awakening.
Make your guarantees clear, brief and bold. Write them for my 12 year old as he may be your customer. Clever guarantees that are designed to prevent the seller from really guaranteeing anything simply puts off many buyers. Your “net gain” with this strategy does not add up. For one a customer who feels ripped off will just tell everyone they know about the experience. The customer who feels like the process was simple and fair will brag on your company whether they continue to have your product in their possession or not. And it goes without saying your going to be their first choice for the items they need that you offer the next time based on this positive experience.
Be Bold! Now this strategy is just good marketing sense. Your guarantee alone can be your call to action. I was recently coaching a client who does scratch and scape paint work. I said in short you would not expect a customer to pay unless you perfectly matched the paint and it looked like new when your were finished in which he responded of course. He said this because he was confident in his skills so the bold guarantee we came up with was “If we don’t deliver a perfect paint match you don’t pay.” This was clear, brief and bold.