“Not offering this kind of guarantee means that they do not believe in their product enough, and they do not care about if a salesman is over promising or over selling their product.” — Matthew Lesko
The worry about risking our money is especially strong in online sales. Maybe it’s due to the fact that if there’s a problem with our order, we can’t walk into a brick-and-mortar store on Main Street and yell at somebody in person. It could also be due to the fact that when you offer your credit card information online — even with the strongest guarantees of privacy and protection — you really never know whose hands your personal information is falling into.
Those are two big reasons why having as strong a guarantee as possible is standard advice in direct marketing.
Without a strong guarantee, your sales will slow to a trickle since buyers are simply reticent to buy products over the Internet, phone, or by mail sight unseen.
But what exactly makes for a “strong” guarantee?
A strong guarantee has five defining characteristics. Incorporate these into your promotion’s guarantee and you’ll immediately ease your prospects’ wariness.
1) The longer the guarantee, the better — Typical guarantee periods are 10, 14, 30, 60, 90, 180, and 365 days. Of these, 10 days is the weakest, because it signals that the prospect won’t have adequate time to examine the product and determine if it lives up to its promises. The prospect has to act too quickly for comfort. He is afraid that, if he puts the product aside, the guarantee coverage will expire, and he’ll be stuck with a product he can’t return. And so he doesn’t order the product in the first place.