If your business matters to you so will your choice of guarantee

How do you make your buyers choose your business over the competition?

Use the right guarantee for your customer needs and it will bring business success

Use a compelling guarantee as a business opportunity

Stop thinking guarantees would be something nice to have and start viewing them as a catalyst to success

Start using guarantees in your business and turn your prospects into customers

Start using guarantees in your business to give you a competitive advantage

Make your guarantee compelling and your set your business apart from the competition.

Make your business stand out with the right guarantee, just like Premier Inn did…

Make your guarantee different to all the rest and stand out from the competition – like Premier Inn

What can your business learn from the Premier Inn’s compelling guarantee?

Why did a guaranteed good night’s sleep bring unprecedented success for Premier Inn, and what can your business learn from this?

Learn what Premier Inn did to change the fortunes of their business and how these same simple rules can be applied to your business

What happens when you take compelling guarantees as seriously as Premier Inn?

Make compelling guarantees front and centre of your business success like Premier Inn did.

How can business owners shift the balance of risk for prospective buyers?

Use a compelling guarantee to ensure buyers choose you over the competition

When you increase your risk, you increase the profits of your business

What part does risk play in the guarantees offered by your business?

How do you compel your customers to buy from your instead of the competition?

A little risk can make a big difference in your business

Take a risk with a compelling guarantee for your business success

Having any old guarantee in place does not bring your business success – your guarantee has to matter…

Make your guarantee relevant to your customers and you are onto a business winner

When you base your guarantee on what matters most to your customers then your business wins

Tap in to the success of Premier Inn by listening to what matters most to your customers

Premier Inn won the guarantee race by listening to their customers

Make your guarantee all about your customers greatest needs and your business will succeed.

What happens to the success of your business when your guarantees are relevant to the main issues of your customers?

Your business wins when you use a compelling guarantee

Why risk the future of your business by not taking time to get your guarantee right?

Because there are other rewards to your business than just your bottom line, it pays to take the time to get your guarantees right…

Time to listen to your customers and get your guarantees really working for them and you…

A compelling guarantee will boost the sales and profits of your business

If you get the guarantees you offer to your buyers right, then your business will profit.  Understand what’s really important to your customers and guarantee it.

Give your marketing promises teeth with 10 winning characteristics of a compelling guarantee

Introduce committed and compelling guarantees in your business

Put your business on the road to genuine business success with compelling guarantees

Use the 10 characteristics of a compelling guarantee in your business to measure your guarantees and make them more powerful

Business leaders already know the power of compelling guarantees, don’t they?

Stop treating guarantees as a non-essential, nice to have, marketing gimmick

Start using your compelling guarantee to win your business a genuine competitive advantage

Take the future of your business seriously by making the time to work on a credible guarantee

Think about what is really important to your customers when developing your compelling guarantee

Get your team involved when creating your guarantee – they are the ones that really know your customers

Update 1

How do you get your customers to choose you over the competition? It’s a dog-eat-dog world out there, and you’re constantly looking for ways to stay ahead of the game. Click here to learn how to stay ahead of your competition and give your business that shot it needs to beat all the rest.

Update 2

With the ever-changing financial uncertainties, the advances in technology and the sheer number of competitors you have, it’s vital that when buyers are looking for someone to hand over their hard-earned money to, you are by far the best option. Click here to learn how to make this happen.

Update 3

​Everyone has heard of Premier Inn. You might have seen Lenny Henry on Premier Inn TV adverts promoting a good night’s sleep. At the end of the advert, to show you they are absolutely serious about you having a good night’s sleep, they make this bold guarantee. Click here to learn what this guarantee is and how having a bold guarantee, that stands out from all your competition can make the difference between your business success and failure.

Update 4

Can a guarantee like the one Premier Inn make really give you a competitive advantage? Click here to learn that when you compare the guarantee offered by other hotels you start to see how Premier Inn stands out and how making the guarantee you offer can make your business stand out from the rest.

Update 5

What is the balance of risk for the guarantees you have in place for your services or products? Click here to learn what would happen if you were to shift this risk more towards you, the supplier, and away from your buyer?

Update 6

When there is no guarantee in place for failure or late delivery then the risk of buying lies 100% with the sceptical or doubtful buyer. Click here to learn that the more you shift the balance of risk to you, the more you reduce buyer doubt and the more you increase the likelihood of that customer choosing you over the competition.

Update 7

Make your guarantee different from your competition and you’ll stand out. Click here to learn that with a compelling guarantee your business will stand out and you’ll win – like Premier Inn.

Update 8

What sort of guarantees are enough to compel buyers to buy from you and not your competition? Click here to learn that if your guarantee does not tap into the most pressing concerns of your customers, then it isn’t worth using.

Update 9

Does your competition offer guarantees? If they do, then you have to make yours different, better. If your competitors’ guarantees are more compelling than yours, then it will cost you heavily in lost sales. Click here to learn how your business wins when you have the most compelling guarantee.

Update 10

If your competitors don’t already offer guarantees, then you have a massive opportunity to make a big business impact. If you get the guarantees you offer to your buyers right, then your business will profit.  Click here to understand what’s really important to your customers and guarantee it.

Update 11

Click here to learn how creating a compelling guarantee on your products and services will increase your number of buyers, they will buy from you more often and recommend you to others.

Update 12

Click here to learn that by offering a guarantee, your business is taking some of the risk of failure or late delivery on itself and away from your buyer. Use the 10 characteristics of a compelling guarantee in your business to measure your guarantees and make them more powerful.

Update 13

Buyers have learned to be sceptical or even cynical about the promises made by suppliers. Click here to give your promise ‘teeth’ and make a promise where the majority of the risk is on you.

Update 14

Introduce committed, compelling guarantees that are directly relevant to your customers and different from your competitors’ guarantees. Introduce guarantees that give you a competitive advantage and you immediately make your business stand out. Click here how a compelling guarantee can turbo-charge your sales and marketing.

1) How do you get your customers to choose you over the competition? It’s a dog-eat-dog world out there, and you’re constantly looking for ways to stay ahead of the game. Click here to learn how to stay ahead of your competition and give your business that shot it needs to beat all the rest.

2) With the ever-changing financial uncertainties, the advances in technology and the sheer number of competitors you have, it’s vital that when buyers are looking for someone to hand over their hard-earned money to, you are by far the best option. Click here to learn how to make this happen.

3) Everyone has heard of Premier Inn. You might have seen Lenny Henry on Premier Inn TV adverts promoting a good night’s sleep. At the end of the advert, to show you they are absolutely serious about you having a good night’s sleep, they make this bold guarantee. Click here to learn what this guarantee is and how having a bold guarantee, that stands out from all your competition can make the difference between your business success and failure.

4) Can a guarantee like the one Premier Inn make really give you a competitive advantage? Click here to learn that when you compare the guarantee offered by other hotels you start to see how Premier Inn stands out and how making the guarantee you offer can make your business stand out from the rest.

5) What is the balance of risk for the guarantees you have in place for your services or products? Click here to learn what would happen if you were to shift this risk more towards you, the supplier, and away from your buyer?

6) When there is no guarantee in place for failure or late delivery then the risk of buying lies 100% with the sceptical or doubtful buyer. Click here to learn that the more you shift the balance of risk to you, the more you reduce buyer doubt and the more you increase the likelihood of that customer choosing you over the competition.

7) Make your guarantee different from your competition and you’ll stand out. Click here to learn that with a compelling guarantee your business will stand out and you’ll win – like Premier Inn.

8) What sort of guarantees are enough to compel buyers to buy from you and not your competition? Click here to learn that if your guarantee does not tap into the most pressing concerns of your customers, then it isn’t worth using.

9) Does your competition offer guarantees? If they do, then you have to make yours different, better. If your competitors’ guarantees are more compelling than yours, then it will cost you heavily in lost sales. Click here to learn how your business wins when you have the most compelling guarantee.

10) If your competitors don’t already offer guarantees, then you have a massive opportunity to make a big business impact. If you get the guarantees you offer to your buyers right, then your business will profit.  Click here to understand what’s really important to your customers and guarantee it.

11) Click here to learn how creating a compelling guarantee on your products and services will increase your number of buyers, they will buy from you more often and recommend you to others.

12) Click here to learn that by offering a guarantee, your business is taking some of the risk of failure or late delivery on itself and away from your buyer. Use the 10 characteristics of a compelling guarantee in your business to measure your guarantees and make them more powerful.

13) Buyers have learned to be sceptical or even cynical about the promises made by suppliers. Click here to give your promise ‘teeth’ and make a promise where the majority of the risk is on you.

14) Introduce committed, compelling guarantees that are directly relevant to your customers and different from your competitors’ guarantees. Introduce guarantees that give you a competitive advantage and you immediately make your business stand out. Click here how a compelling guarantee can turbo-charge your sales and marketing.

BLOG 1 – Start using guarantees in your business to give you a competitive advantage 

How do you get your customers to choose you over the competition?

It’s a dog-eat-dog world out there, and you’re constantly looking for ways to stay ahead of the game, ahead of your competition and come up with something that gives your business that shot in the arm to enable you to beat all the rest.

With the ever-changing financial uncertainties, the advances in technology and the sheer number of competitors you have, it’s vital that when buyers are looking for someone to hand over their hard-earned money to, you are by far the best option.

Remember you aren’t just competing with your competitors; your customers are making choices all the time:

Do I have my lounge decorated, or put a down-payment on a car?

Do I buy a new bed or go on a holiday?

Question: How do you make your customer not only choose to spend their money on your product instead of the holiday or the bed, but also choose your product or service over your direct competitors?

Answer: You reduce their hesitancy and reduce their risk - when you do these 2 things you increase the likelihood of the customer buying from you.

So how do you do this?

Using a compelling guarantee for your product or service will tip the balance in your favour.

Tip the balance and you make it easier for your buyers to choose you.

Ignore guarantees and you risk driving buyers into your competitors’ arms.

Click here to learn how to create a powerful guarantee to compel your buyers to buy from you and give you an edge over your competition.

BLOG 2 - Make a compelling guarantee front and centre of your business

Everyone has heard of Premier Inn.

You might have seen Lenny Henry on the Premier Inn TV adverts promoting a good night’s sleep.

At the end of the advert, to show you they are absolutely serious about you having a good night’s sleep, they make this bold guarantee:

‘We’re so confident you’ll have a good night’s sleep that if you don’t, we’ll give you your money back’

Can a guarantee like that really give you a competitive advantage?

When you compare the guarantee offered by other hotels you start to see how Premier Inn stands out.

In an industry where most other hotels are purely focused on price, Premier Inn are different.

They guarantee a good night’s sleep, simple…and they also guarantee your money back if you don’t have a good night’s sleep.

Nothing to do with the price you pay for the room (they are competitively priced, but so are other hotels).

In the detail of their ‘good night’s sleep’ guarantee, Premier Inn talk about the size of the bed, the type of mattress and the choice of pillows on offer, and even ask for ideas if you (the customer) feel improvements are needed!

They top it all off with the guarantee of your money back if the night’s sleep is not good enough.

This compelling guarantee has catapulted them to No.1 in their sector.

Their guarantee has taken them from a 3% market share to a 12% market share - that's 400% growth!

Click here to learn to build and improve your guarantee to outsmart your competition just like Premier Inn did.

BLOG 3 – Take more risk with a better guarantee for your business success

There is no doubt that a compelling guarantee will give your business a competitive advantage.

Think of it like this:

Two identical products, two identical services, two online book stores, two hotels.

One of these businesses in every sector has a guarantee in place, one doesn’t. Which one do you choose?

One of the reasons Amazon is so attractive is that it offers an excellent returns policy.

If you want to buy something online it’s the go-to place, due to its level of guarantee.

By offering such robust guarantees Amazon takes a greater risk on itself should something go wrong, a failed product, a late delivery.

What is the balance of risk for the guarantees you have in place for your services or products?

What would happen if you were to shift this risk more towards you, the supplier, and away from your buyer?

When there is no guarantee in place for failure or late delivery then the risk of buying lies 100% with the sceptical or doubtful buyer.

The more you shift the balance of risk to you, the more you reduce buyer doubt.

Provide a 100% money-back satisfaction guarantee and the balance of risk shifts to you.  Provide a better than money-back guarantee and the balance of risk shifts even more to you.

Click here to learn the big business pay-offs that could be yours when you take a little risk.

BLOG 4 – Guarantee what matters most to your customers

What sort of guarantees are enough to compel buyers to buy from you and not your competition?

If your guarantee does not tap into the most pressing concerns of your customers, then it isn’t worth using.

Listening to customers’ most pressing needs gave Premier Inn success in a highly competitive market.  The budget hotel market is fiercely price competitive. So, you would think the guarantee made by IBIS would work. Their guarantee:

“If you can find a better deal elsewhere, we will match it and give you an additional 10% discount.”

But here is the IBIS challenge… Days Inn and Formule 1 both have the same guarantee! And Holiday Inn also provide a best-price guarantee.

They are all the same, except for the hotels with no guarantee in place - and Premier Inn.

With these guarantees, IBIS, Days, Formule 1 and Holiday Inn assume price is the most important issue with buyers.

But do customers really want to be going from budget hotel to budget hotel to save the odd pound or two when they already have a good rate with the first one?

Premier Inn’s guarantee stands out – they have thought about what really matters to their customers, they have listened to their most pressing concerns. Yes, price matters. But a good night’s sleep matters more when you are away from home and booking a hotel room.

Make your guarantee different from your competition and you’ll stand out, your business will stand out and you’ll win – like Premier Inn.

So, what’s your equivalent Premier Inn’s ‘good night’s sleep or your money back guarantee’?

Click here to learn how to tap into what matters most to your buyers to ‘guarantee’ success.

BLOG 5 – Invest in guarantees for your business success

Does your competition offer guarantees? If they do, then you have to make yours different, better.

If your competitors’ guarantees are more compelling than yours, then it will cost you heavily in lost sales.

And, of course, if your competitors don’t already offer guarantees, then you have a massive opportunity to make a big business impact.

When you start a committed journey to using guarantees there are other costs:

the cost of making improvements in your business to ensure you can deliver the guarantee

the cost of returns or money back

the cost to your reputation if you fail to honour the guarantee

However, manage these costs well and your business will be more competitive and more attractive to your buyers.

These costs should be viewed as investments in your business. They will secure the future of your business and its future growth.

How can you offset this extra investment in your commitment to guarantees?

If your guarantee focuses on a feature viewed as essential to your customers, chances are they would be willing to pay a little more because of your guarantee.

It’s why Fed Ex guarantees and charges for overnight delivery, compared to their standard delivery.

This is their guarantee, and it’s a good one:

“We’re so confident in the reliability of our systems and people, that we back FedEx Express® international shipments with a money-back guarantee. It applies even if we miss our published or quoted delivery time by just 60 seconds.”

This is a bold guarantee that means there is almost no risk for the buyer.

What aspect of your product or service, if it were guaranteed, do you think would justify a premium price?

Click here to find out how giving guarantees to your products or services will bring your business success

BLOG 6 – The ten characteristics of a compelling guarantee

Creating a compelling guarantee on your products and services will increase your number of buyers, they will buy from you more often and recommend you to others.

By offering a guarantee, your business is taking some of the risk of failure or late delivery on itself and away from your buyer.

For example, a small family upholstery company we know won a £120,000 contract to supply the Celtic Manor Resort Hotel in Wales.

They beat much larger competitors because they gave their delivery-promise ‘teeth’.

They offered a money-back guarantee if they failed to deliver the furniture on the agreed schedule of dates. The other two (much larger) upholstery companies who had tendered for the business didn’t offer such a guarantee and lost the £120,000 contract.

Their bravery in offering such a robust guarantee was rewarded because it was the most attractive.

REMEMBER A guarantee can give your business a competitive edge.

If you’re wondering how exactly to construct a compelling guarantee for your business here’s the 10 characteristics you must consider.

1. Be relevant and meaningful – Successful guarantees must be relevant and meaningful to your buyers

2. Be credible and believable – Credibility is reduced when you add multiple conditions to your guarantee

3. Be clear and concise – A successful guarantee must be simple, easily understood and concise

4. Be committed to customer satisfaction – A successful guarantee is not a marketing gimmick

5. Make your guarantee blatant – A successful guarantee must be explicit, blatant, obvious; not implied, tentative or hidden

6. Use precise language – A successful guarantee must use precise language about the things the guarantee covers

7. Make your trigger easy – Use a clear, simple and inviting mechanism for triggering the guarantee

8. Respond quickly – A successful guarantee must respond quickly to any customer triggering your guarantee

9. Educate and train all your people – Train your people on how to respond to guarantee requests – ‘speed-is-of-the-essence’

10. Be stronger than your competition – Create successful guarantees that are perceived as more powerful than your competitors

Click here and scroll down to view the supporting tools for a ready-reckoner score card to help you build a great guarantee for your products and services.

BLOG 7 – Are you compelling customers to buy from you or your competitors?

Buyers have learned to be sceptical or even cynical about the promises made by suppliers. So why not make a promise with ‘teeth’.

Why not make a promise where the majority of the risk is on you.

Introduce committed, compelling guarantees that are directly relevant to your customers and different from your competitors’ guarantees.

Introduce guarantees that give you a competitive advantage and you immediately make your business stand out.

A compelling guarantee can turbo-charge your sales and marketing.

Here are 4 helping hands to set you off on the right path to creating the right guarantee for your business:

Commit to giving your marketing promises ‘teeth’ – offer a money-back or better guarantee.

Just like a small upholstery company did when they won a big contract to supply the Celtic Manor resort, they offered a full money-back guarantee if they did not deliver on time. This was enough for them to win the business over 2 larger companies.

Shift the balance of risk from the buyer to you as much as you can.

If your competitors offer returns and money back within 30 days, you could have 60 days, or 90 days, or a lifetime guarantee and their money back.

Make your guarantee stand out from the ones offered by your competitors. 

​Just like Premier Inn did, whilst all of their competition was focused on price and price comparison, Premier Inn offered a ‘guaranteed good night’s sleep, or your money back’, and even threw Lenny Henry in for good measure!

Guarantee what really matters most to your customers.

​Get your team involved in this (especially the customer-facing ones as they know your customers better than anyone). You might think price is the most important, but it may be delivery, quality, speed of appointment, or something entirely different like a good night’s sleep.

Click here and scroll down to view the supporting tools for a ready-reckoner score card to help you build a great guarantee for your products and services using these 4 helping hands.

Your competition is stiffer than you think.

Your ability to win a sale is harder than you think.

So how do you compel customers to buy from you instead of your competition?

Use successful guarantees and you tip the balance in your favour. A strong guarantee means buyers choose you rather than your competitors–free 4-page report here

Discover how Premier Inn grew by 400% in 9 years thanks to their strong guarantee. Premier Inn are now market leaders in the budget hotel industry as a result.

Take guarantees seriously and give yourself a competitive edge like Premier Inn has done.

I hope you enjoy Business Bitesize this month as much as I have. Feel free to pass on this Business Bitesize edition and the supporting tools to your colleagues or contacts. And if you'd like printed copies just give us a call on 01634 298238