Build Customer Confidence: Guarantee Your Work
Today’s generation of social-savvy online buyers is plagued by fear and doubt, and nothing kills a sale more quickly than hesitation over a perceived risk.
How do you get around their fear and doubt?
- Define your Proven Process.
- Guarantee your products and services.
Your process, the way you provide your product or service to your customers, is something that you’ve honed over time. You repeat the process every time, and it works to ensure consistent results.
You may perform this process without even thinking about it, but until you actually write it out, you can’t explain it to your customers.
Creating a standard process gives you a powerful advantage because it increases your potential customers’ confidence in you and makes you stand out from the competition.
Most Proven Processes include three to seven steps
There are typically three to seven steps in any company’s Proven Process. To clearly define the steps in your process, you’ll want to involve your sales team, your leadership, and perhaps even your customer service folks.
- Draft the major steps in your Proven Process and give each step a name.
- Add a few talking points to each step to use when selling to potential customers.
- Give the process a name; you will refer to it often.
- Turn the process concept over to a graphic designer who can illustrate the process as a visual.
- Preserve it, share it, and make it 100% available to your team and customers.
You may tweak your Proven Process over time, depending on changes in the market and your customer base, but the end result is always the same: consistent, reliable results.
Back up your products and services with a guarantee
A guarantee is your business’s opportunity to reduce or eliminate customers’ risks and enable you to close more sales. You won’t go out of business without a guarantee, but you will attain your vision faster if you have one.
Nearly half of all companies do NOT offer a guarantee simply because they don’t know what a good guarantee should consist of. A good guarantee has four essential features:
- It assures your customer that you believe in the quality of your product.
- It has a tangible penalty if you don’t deliver.
- It states what you will do if your customer is dissatisfied.
- It successfully drives more business.
To create your guarantee, start by listing all the possible guarantees you would be willing to offer. Then, take a look at your customers’ biggest frustrations. For example, a collision repair center that gives customers free rides while their cars are being repaired addresses their biggest source of frustration: being without their cars.
Take your time in defining your guarantee. After all, you’ll be living with it for a while. You’ll want to clearly communicate it to your employees, add it to your branding, and include it in your marketing materials, so it’s important to get it right.
Remember that a guarantee poses zero risk to you. It’s unlikely that people will take advantage of you through your guarantee. Instead, the additional sales you gain by alleviating customers’ fears will help your business gain traction.
[cta]Get help: Contact Financial Gravity at (469) 342-9100, by email, or through our contact page.[/cta]
