Page 165 - 101 Ways to Market Your Business

101 WAYS TO MARKET YOUR BUSINESS

70 Offer a 100 per cent money back guarantee

This is a major selling point that most businesses are too
scared to offer because they have visions of hundreds of
customers running back and asking for a refund. Offering
a 100 per cent money back guarantee means that you
believe in your product so much that if a customer isn’t
satisfied you will gladly give them their money back.

Who wouldn’t be happy with this type of offer? It helps
take the pressure and the risk out of a purchase. When you
buy the product you know that if it’s not exactly what you
wanted you can take it back and get your refund.

Research shows that the percentage of people who
return products is very small and in most cases the reason
for the return is very legitimate.

Offer an unconditional guarantee in your business and
you will see the results. Use the slogan in your advertising
and on your flyers and, most importantly, believe in your
product enough to offer this kind of guarantee. Also
remember that if someone does come back to you for a
refund, hand it over gladly with a minimum of fuss and
you will probably keep the customer coming back.

In general, customer complaints are handled very
poorly. See how most large department stores handle cus-
tomer returns—goods are exchanged or refunds issued on
the spot, no questions and no exceptions, and the cus-
tomers keep coming back. They understand that if you
handle a complaint well the customers will continue to use
your business.

Most smaller businesses take complaints personally. Get
over it—we all make mistakes but the winners learn how
to handle them quickly, efficiently and politely and they
keep in mind that the customer is always right. If someone
has a fair complaint and they want a refund, don’t argue
with them, give them their refund and move on.

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