Buying involves uncertainty. A customer may worry about wasting money, choosing the wrong product or not receiving the result they expect. Risk reversal means taking some of that uncertainty away through the offer you make.
A guarantee is only useful when your product or service is sound. If customers are regularly disappointed, fix the underlying problem before making a stronger promise.
See the offer from the customer’s side
The original helpsheet used a pony purchase to illustrate the difference. One seller offered an exchange if the pony was unsuitable. Another offered a trial, with payment only once the family was happy and collection if the trial did not work out.
The exchange still left the family committed to buying from that seller. The trial addressed more of their concerns. The same distinction can apply to many ordinary purchases: consider what the buyer actually risks, rather than simply adding the word “guarantee”.
Decide what you can promise
Look at the objections people raise before buying and the frustrations they experience in your market. Cost, timing and uncertainty about results are useful starting points.
Possible approaches include:
- A trial before the customer commits.
- A refund if the product does not meet the stated promise.
- A measurable delivery or completion commitment.
- Making returns easier, including considering the cost of returning goods.
These are examples to assess, not promises Jackson-Scott makes on behalf of your business. How far you go depends on the product, the delivery process and the cost you can support.
Make the guarantee clear
Use plain, positive wording. Say what the customer can expect, how success is measured and what happens if you fall short. Explain why you are confident enough to offer it.
Keep the offer straightforward. A long list of restrictions can undermine the reassurance you are trying to give, but the promise must remain one you can honour.
Measure the whole result
Some customers may claim under a guarantee. Include that cost when comparing the offer with your existing approach, alongside additional sales and the work involved in fulfilling it.
The right question is whether the offer produces a better overall commercial result. No fixed sales increase or claim rate can be assumed for your business.