RUN WITH THE Big dogS™ newsletter
 Volume 3, issue 11

Do you already offer a money back guarantee in practice?  If so, why not reap the benefit in your marketing?...John

Marketing idea

Would your company be differentiated if you guaranteed performance - if you offered a money back guarantee? Offering a money back guarantee scares most of us.  What if the customers cheat and demand their money back after receiving the benefits? What if we fail to deliver?  Moving past these concerns and making the guarantee can propel you into a whole new class in your prospect's eyes. 

We have a client that needed to differentiate their product quickly.  After extensive discussions around expensive and time consuming programs for adding features, etc., someone asked what the customer really wanted.  "They want to know the product works and exactly what it will cost."  Why not offer a 100% money back guarantee?

After a gasp, and lots of discussions about the risks and potential costs, it gradually dawned on everyone that the company already provided such a guarantee.  If any  client asked for their money back, they got it.  After all, it was more important to retain client good will and the company's reputation.  The company already carried the costs of giving the guarantee but without the marketing benefits.

Overnight they differentiated themselves simply by recognizing and advertising their money back guarantee service.  Same service, same cost - instantly greater perceived customer value.