Traffic Conversion Secrets Lesson 15 - Surpass Their Guarantee Expectations

Everyone remembers the cheesy 100% satisfaction guarantee
that old television infomercials would haul out to get
people to believe in their products. Well, consumers are
much more savvy now and most people understand this to be
more of a trial guarantee that after a certain period
expires. In other words, the 100% satisfaction guarantee
was usually limited to a few weeks or less, and after that
you were stuck with the product. So, in all fairness it was
more like a free trial than a 100% satisfaction guarantee.
After all, if you're not satisfied and the period for
returns has ended, aren't you then still a dissatisfied
customer? 

So, in this chapter we're going to tell you how to put in
place something that goes beyond the 100% satisfaction
guarantee, even though it may seem impossible. Well, it
isn't. It is your conviction that the products you offer
are of such worth that you can offer a guarantee that goes
beyond everyone's expectations and still make money on the
product. And, when you have that sort of conviction about
the products you sell, the customer begins to believe it
too.

The Technique

The strategy, on the surface, seems a bit crazy for a
business person to implement. What you will suggest to your
customers is that if a certain condition is met that you
will refund their money or make amends beyond what is
expected of you. That means that if you sell a product and
it breaks, you promise to refund the money or replace it,
even if it's one year or two years down the line.

But, it doesn't just have to be about things breaking, it
can also be a usage condition. Say, you buy a subscription
to use a particular service and then find you don't use it
enough to pay for the membership costs. In this strategy,
the way to go beyond the 100% satisfaction guarantee is to
offer to refund all the money for the subscription if you
don't use the products and services offered by the
membership at all within the year. Of course, you would
have to have a way of figuring that out. In a discount
club, you have membership costs that give you access to
discounts on other products. The idea is that the amount of
money you save will easily exceed the membership cost to
sign up and you eventually make back your membership fee.
But, what if you didn't do that? Would most companies offer
you the membership fee back if you found that the use of
the club wasn't worth it? Well, if your membership club did
this it would set itself above the rest by offering to
ensure that whether a member uses the membership they
bought or not, they will end up satisfied with the purchase
because you will make sure to go beyond the typical
business guarantee. Now, add a little perk at the end like
a free gift or even a coupon for monies off popular items
for having just tried the membership, even if it didn't end
up saving you money, and people will flock to sign up.

The Secret

There are lots of people who offer guarantees, but they are
only worth the person issuing them. Many times there are
clauses in the guarantee that limit the actual worth, such
a specific limited time period or meeting a specific
condition that is unlikely to happen. 

For instance, most cars these days are sold with six year
or 50,000 mile warranties. That's a guarantee that should
your car fail before then, it will be replaced for free,
right? Wrong! If you look at the fine print, it says that
they will pay for the repairs if the problem is a defect in
the workmanship, not for any unforeseen event that might
cause your car to break down. Your car could overheat while
climbing a hill or rainwater could flood the engine. Even
if some part of your car breaks due to poor workmanship,
it's still up to you to prove that's the case, instead of
it being because of some environmental danger that was
present It's just not very likely you'll ever use a
warranty these days for cars on a manufacturer defect
because most cars are made pretty well these days, no
matter what they cost. However, certain cars are sold based
on these guarantees as if the extra money you pay for a
really good car with an excellent warranty is going to give
you additional customer satisfaction and security. It
really isn't. It's the 100% money back guarantee that
really isn't about satisfaction as much as it is about
clever marketing, and people realize that.

However, when people are willing to put their money where
their mouth is, and put it in writing, that is a very
impressive act that creates instant credibility. That means
that you will replace or make good on any product,
regardless of the reason, no matter what happened or how
long it took to occur. Isn't that positively crazy these
days? Maybe so, but it also means that you believe above
100% in your company and in its ability to meet the
customer's needs. You are betting that your product is so
good that people won't need to return it, and that's what
you're saying with the beyond 100% satisfaction guarantee.

The person viewing the add thinks that you are either crazy
to make such a good offer or your product is really all you
say it is! Otherwise, how could you afford to make this
type of guarantee? It raises the perceived value of your
product or service and instills confidence in the purchase
decision. People know that when they see that over 100%
satisfaction guarantee that the likelihood of being taken
is very small, and that triggers their confidence in making
the purchase. Because you believed in your products, they
fell in line and believed in them too. It removes any
remaining doubts or resistance to buying the product that a
customer might hold in their minds.

How to Make it Work

Implementing this strategy is very easy, it just takes
guts. After all, you are basically saying you are willing
to show customers that you mean business and that your word
can be trusted. If you issue a claim that goes beyond the
100% satisfaction guarantee, you had better be able to back
it with action. If you issue it and then go back on your
word, you will have a publicity nightmare on your hands and
the backlash will be tremendous. So, whatever you promise,
be sure you can deliver it and then stick to your word.
This strategy shouldn't be implemented as standalone
strategy. It should always be used as an additional boost
to get the customer over the sales finish line. It might be
well used for products where there might be some doubts
lingering in the minds of the buyer, either because of the
price or the novelty. Maybe you are selling a new
technology that is designed to do something really novel,
but people don't know how helpful it's really going to be.
They may read the benefits and even be considering it but
the product still needs an additional push to make the
customer decide to shell out big bucks to try it. Then, you
would trot out the beyond 100% satisfaction guarantee and
now those people on the fence will rush to buy.

If you think that you will end up losing too much money
refunding purchases or replacing products, you are not
realizing that most buyers have short memories. Maybe they
buy that high tech air cleaning and filtering system from
your store only because they're told if it ever breaks,
they can return it for a free replacement. But, odds are
when it does break they won't even remember what store they
bought it from, much less that you offered them that
guarantee. If they do remember, they might think they need
the box or the receipt in order to take advantage of the
guarantee, and that might or might not be the case. And,
then after that, they have to motivate themselves to get
back to your store and try to take you up on that beyond
100% guarantee with the product in hand. Most people will
simply go out and buy something to replace the broken
product and not even think about your offer again. It's a
sad statement on the American consume mind, but most people
are not as frugal or careful with their purchases to
document the guarantees and keep track of them. It may be a
real factor when they are trying to make the decision to
buy, but after that it's mostly forgotten unless that
guarantee is such a classic aspect of your marketing that
you make it over and over again to multiple customers.
Then, you will find that people begin to associate that
product or your company with that guarantee and they will
take you up on it more, but still not at a high rate.

Let's be clear, you aren't just going to offer a good
guarantee, you are offering an UNBELIEVABLE guarantee. It's
so good, people will think you're nuts for offering it.
They may just buy the product to try and prove you wrong.
If you are selling subscriptions to a discount club, they
might be so intrigued by your offer, and knowing they have
nothing to lose, and even maybe something to gain, they
will put their money down and see if you are right. 

The UNBELIEVABLE part should come when you not only offer
to keep them from losing money on the deal, but also add
some incentive to sweeten the deal should the product not
meet their expectations. So, for a subscription to a
discount club, you offer to give them a free gift at the
end of the year AND their money back just for trying the
membership, if they find that they don't make up all the
money in discounts throughout the year that they paid in
the membership fee. What this tells people is that you
believe that EVERYONE will save money using your discount
club because you're just that fantastic. You're so
convinced that's the case, that you're even willing to pay
people to try your club out and offer them a free gift
should that not occur as you expect.

To figure out which offers need this additional strategy,
you should look at your sales numbers. Are some offers
languishing while others are going gang busters? Don't fix
what isnt broken. Instead, opt for the slow movers to try
this strategy as an additional incentive to move those
other offers into better performance. 

This is definitely a trial and error business when deciding
which offers need it and which don't. If you find that
after implementing the beyond 100% satisfaction guarantee,
your sales jump 200%, then you know that you've got it in
the right place. That's the power this strategy has when
you use it with offers that may need just that extra boost
to get them to go from underperformers to star sellers.

Since this is not a standalone strategy, you want to choose
other strategies to pull out first. Then, after you have
made the case for your product, through selling the
benefits, and you notice that you still have the customer
teetering on the seat of their chairs biting their nails
over the decision, then try the beyond 100% satisfaction
guarantee at the very end of the copy. That's right. We
want it at the very end of all the selling copy. You may
think that's the worst place for it, but it's really the
only place for it. 

That's because if a person has gotten that far down the
sales page and still hasn't made up their mind, then you
need to add something to push them over the edge. If you
did it earlier, you would not have a chance to implement
the other strategies that can help you make the sale
instantly. This one works best when there is still some
doubt left in the mind of the potential buyer that needs to
be removed, and therefore it goes last. 


To Your Success,
YOUR NAME

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