Monday, June 22, 2009
What's your guarantee?
Buyers want guarantees. If you want to pry the money from the reluctant hands of your clients you must make them feel good about their purchase. You must help them overcome their fear of buying. You need to reduce the risk.
How can you reduce the risk for your clients?
One of the best ways to demonstrate your good faith and understanding of your clients' needs is to offer a guarantee.
Buyers expect guarantees.
But a standard guarantee might not be enough to convince a prospect to buy from you. If your guarantee is only as good as the competition - it's not giving you the edge. It's just saying that you are as bad as the competition.
You need to offer a guarantee that catches attention and scares your competition.
Domino's Pizza built its success on this guarantee, "Fresh hot pizza in 30 minutes or it's free."
Hyundai offers a powerful guarantee. If you loose your job within one year of your purchase or lease of a new Hyundai you can break the deal and return the car at no extra cost to you. That's smart because it addresses the biggest concern on workers' minds.
A travel company offered this guarantee. If it rains on your vacation we will offer you another vacation at no extra charge.
Don't offer an empty guarantee. The newspaper has a guaranteed delivery time of 8:00 am. I asked the representative, "What happens if the paper is not delivered by that time?" Guess what she said? "Nothing." In other words there is no guarantee.
A guarantee must have two parts. There must be a measurable parameter and there must be a reward or restitution to the client when you don't measure up.
For the guarantee to differentiate you it must be bolder than the competition and it must address a principle fear of your clients.
Tell me about your bold guarantee and I might post it on my marketing blog along with a link to your website.
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Thursday, June 04, 2009
Magic Words Shape Relationships
It costs nothing except your attention to the words that you and your team use with clients and prospects - and with each other.
Three relationship enhancing phrases
Please, thank you and you're welcome. These words seem to be missing in action.
Have you noticed that many business owners and managers are not paying attention to the words that their staff uses? Powerful leaders have fostered revolutions with their choice of words. You can shape warmer relationships by using the magic words.
How would you feel as the client in these examples?
The bank teller stated, "Swipe your card and enter your PIN." It sounded like a command - not a request. The word, "Please", was sadly missing. I dutifully complied.
You made your purchase and paid your bill. The seller neglects to say "ThankYou". You wait for your change and without thinking you respond with "Thank you" after the seller gives you your change while saying, "There you go." If you thought about it - you would realize that you just thanked someone for giving you back your own money. Yet the seller never thanked you for buying from them. Who should be thanking who?
You thanked someone. What do you expect to hear? How about, "You're welcome."What do you hear? "No problem."What's the difference? The first is a positive, cheery and encouraging comment.The second is negative, diminutive and dismissive. Imagine the difference between a doormat that says "Welcome" and one that says "No Problem".
If you want to build warmer relationships use these three simple phrases.Please - thank you - you're welcome.
You might not start a revolution but you'll stand out as extraordinary!
Tell me how this marketing tip helps you.
PS: Forward this tip to your associates.
PPS: Thanks for your comments and feedback.
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