September 3, 2024

What Should You Guarantee?

Offering some sort of guarantee to your potential clients is a great way to differentiate yourself from your competitors and justify premium prices.

But what should you guarantee?

When thinking about offering a guarantee, ask yourself the following three questions:

1) What do they fear?—Different clients are going to perceive different sorts of risk from your offer. You could make any one of these fears the focus of your guarantee.

2) What is the remedy?—What do you promise to do to “make it right” if the thing that your buyer is afraid of does come to pass and they decide to invoke your guarantee?

3) How simple is it?—How can you make your guarantee easy for your clients to understand (and invoke, should they feel the need to do so)?

Here’s the thing...

If your guarantee rates highly on all three of these dimensions with a given buyer, then it will be very persuasive, and you will be able to justify much higher fees than your competitors who do not offer a similar guarantee.

Yours,

—J

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