Guarantee: Provide the most powerful brand for your business

I am currently working with a client who is responsible for high-end sales training. from

 We are developing news for his website.

In the course of our conversation, he mentioned that 82% of customers get a 10:1 return on investment in training investment.

This is both impressive and important. from

 However, his website does not mention this fact.

Instead, the home page of his website mentions general ideas about the value of his sales training. But nothing really stands out.

Now, we are developing a message that marks the company's ability to truly guarantee that his training will increase sales.

This is a bold move, but to do this, it will downgrade his company to a commodity - just another sales training company.

Your promise is your brand

As I mentioned in last week's article, there are many ways to build a brand for your business, but I actually overlook one of the most powerful ones:

Make specific guarantees for the results.

Yes, I know that not every professional service company can do this, but please consider the following factors:

Many years ago, during the first few years of my work, I listened to Phil Wexler's recording, and he was the co-author of "non-manipulative sales."

Phil is the co-owner of the sales training company and he provides the following guarantees to customers:

"You can judge the value of our training. Any criteria you choose If you feel that we do not meet this standard, we will come back to do any additional training necessary until you are completely satisfied. "

But there is an important warning: this guarantee only applies to their Complete program: from

Four days of training, personal tutoring and monthly support recording.

If their customers need fewer training days, no coaching or support recording, there is no guarantee.

This is another way of thinking:

Developing and delivering a plan or service that you are fully confident of will produce the results you promise.

Ultimately, customers buy your service because of the results they expect to achieve. If you can't consistently generate performance, why do you want to do business?

I know this is a bit of a radical position, but the world of professional services is more competitive than ever. You can't just do your best and hope that your customers are satisfied.

Why is the service guarantee so powerful?

Guarantees have many positive advantages for your business. In fact, it can revolutionize the way you do business.

Here are some of the most important benefits of the results guarantee.

1. Clear marketing advantage

Guaranteed to make you stand out among the many similarities. It shows that you are confident in your ability to produce results. When choosing two professional service providers, it seems to be equal in terms of experience. Would you not choose a provider that guarantees results?

2. Focus on the customer

When you guarantee the result, will your level of attention increase? Don't you redouble your efforts to produce the highest level of results?

3. The guarantee sets a clear standard

What is the exact result you are guaranteed? You will reach a consensus with your customers about the results you will produce and be able to track and measure these results.

4. Help you build strong recommendations

The best recommendation is based on measurable results. As you focus more on the results, you can expect to see more consistent results. Your recommendation will now strengthen your warranty.

How do you build your guarantee?

In most cases, the Professional Services Guarantee does not provide a refund, but promises that you will produce certain results within the agreed time period. If the result is not met, you will endeavor to provide the result at no additional cost.

Yes, this can be tricky because the implementation usually doesn't depend on you. Therefore, you need to create a guarantee that contains the actions that the client will take.

This can be a powerful motivation for customers to take action and understand that if they do not perform their promised actions, your guarantee will be void.

My sales training customer is developing a ROI guarantee, but it will be customized for each customer based on the type of business, the current status of the salesperson, and so on.

Start building your guarantee

I suggest you find a way to build your business and services so that you can provide strong results-based assurance.

This is easier said than done, but I really believe that it is worth doing. Here are some things to consider:

1. from

 What can you do to increase your chances of producing a promised outcome? That is, a more in-depth plan.

2. from

 How should the customer apply for a guarantee? That is, to complete certain tasks.

3. from

 What happens if you fail to deliver on the promised results? That is, refund or do extra work.

4. from

 Should you provide guarantees for certain projects, not for other projects? That is, training programs and keynotes.

5. from

 How do you clarify your warranty so that it has the greatest impact as a marketing tool? That is, on the home page of your website or only in the proposal.

Providing results for professional services companies such as coaching, consulting, and training requires some hard thinking and trial and error, but I suggest you explore how to make them fit your business.

Cheers, Robert

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