The 3 most powerful words in marketing are –
• Sale
• Free
• Guarantee
Practically everyone in marketing uses the words Sale and Free one way or another.
You do. Your competition does.
Sellers have used them for as long as anyone I can find can remember. But for some reason most marketers / sellers are reluctant to use the word Guarantee. It is not because they feel it is overused. Certainly the words Sale and Free are used much, much more.
I ask my clients if they guarantee their product and service. They all say, “Yes” or “Certainly.” Most tell me, “People will not buy much of anything without a guarantee.”
If you are like me and my clients and guarantee your products and services, if you repair or replace your products and services if and when needed, if you believe your customers / prospects want a guarantee when they make a purchase, why not really make your prospects / customers aware of your guarantee.
Why not shout it from the rooftops?
Tout your guarantee, emphasize it, and over emphasize it. Shout it from the rooftops and you will differentiate yourself and your business from your competition. You will get noticed, and you will be remembered. In today’s fierce selling markets the business and the sales professional that gets noticed and remembered makes the sale and profits.
• Print it on your invoices
• Include it in all your print advertising
• Include it in all your audio advertising
• Include it in your sales presentation
• Post it on your showroom walls
• Post it on your website
• Make it look important. It is. Give it a prominent position in all your communications with your customer / prospect.
For those of you who sell extended warranties and service contracts, and everyone should be selling them., they can easily become your # 1 profit maker, you will find selling extended warranties easier once you have established yourself as the seller who provides the customer with assurance.
Guarantees reduce buyer resistance, because a guarantee reduces the customer’s fear of loss.
A guarantee will increase your sales and profits.
In 1989 my tire retread shop was producing 100 tires a day. We had the equipment that would produce 200 tires a day without increasing our labor cost, only increasing our utility costs (gas and electric) slightly. Our only real increased cost would be raw materials (rubber and old tires to retread). But if you manufacture 200 tires a day what do you have to do? You have to sell 200 tires a day. So I thought what can I do different than I am now doing and different than my competition is doing to sell an extra 100 tires a day. What could I do to attract new buyers to my tires?
We guaranteed our tires the same as our competition did. On a pro-rated basis. If a tire you purchased went bad from a defect in materials or workmanship you paid for what was wore off and received a new tire. I increased my tire sales to an average of 200 a day by increasing the guarantee. No charge for replacement if the tire became unusual for any reason. We called it Janet’s 100% Free Tire Replacement Guarantee. No new tire manufacture and no other retreader guaranteed their tires 100% free replacement. We immediately began selling an average of 200 tires a day.
A guarantee increases the perception of the value you are offering your customer / prospect.
Shout your guarantee from the rooftops and watch your sales and profits increase.
Shout it from the rooftops? - To learn more about this author, visit Bob Janet's Website.
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Bob Janet
(Visit Bob's Website)
ooks and CD’s at www.Bob
Janet.comBob Janet uses 40 plus years
of face-to-face selling and marketing
experiences as owner / operator of
wholesale, retail, manufacturing and
service businesses, combined with his
unique content loaded, fun-entertaining
audience involved keynotes and seminars to
help owners, sales professionals and sales
support staff increase sales and profits
by gaining and retaining their most
profitable customers.
When everyone else tells you what to do to
increase your sales and profits...Bob
Janet shows you how!!
See all Bob's sales growth programs and
top selling sales / marketing
books and CD's www.BobJanet.com<
/a>
Bob Janet
Bob@BobJane
t.com
800-286-1203
www.BobJanet.com<
/a>
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