How Money-Back Guarantees Can Make or Break the Sale

Written by Harmony Major

Your product or service could be compelling, your price amazing, and your sales letter "hypnotic" ... but if your satisfaction guarantee looks shady, your prospects are outrepparttar door.

The wording,repparttar 127457 structure, andrepparttar 127458 terms of your guarantee can make or breakrepparttar 127459 sale, and are a direct reflection on you and your company. What is your money back guarantee saying about YOU?

Let's take a look at three sales-repelling no-no's fromrepparttar 127460 consumer's perspective, before we get intorepparttar 127461 legalities:

NO-NO #1: Putting important clauses in parentheses, or burying them inrepparttar 127462 copy.

Watch what terms you put in parentheses. Even innocent clauses referred to in this way can give your prospect a feeling of underlying "shadiness." For instance, you might say:

"If you're not overjoyed with XYZ Hair Care Product, simply return it within 90 days (with all ofrepparttar 127463 stay fresh seals in tact, all jars unopened, with original packaging, and in resalable condition), and we'll refund 100% of your money with no hassle!"

No hassle, eh? Could've fooled me. This guarantee sounds likerepparttar 127464 merchant is trying to pull a fast one onrepparttar 127465 consumer. It gives off that "Oh yeah, byrepparttar 127466 way, this isn't really that important, but I just thought I should mention it, I hope you don't mind..." vibe that screams "scam alert!"

Be up-front aboutrepparttar 127467 terms of your guarantee, and you'll reduce refund and return disputes later on downrepparttar 127468 line.

NO-NO #2: Offeringrepparttar 127469 bare minimum guarantee term.

30 days appears to be our industry standard forrepparttar 127470 minimum term of a guarantee, although I've seen a 15 day money-back guarantee before (on a shoddy product).

Offering such a short-term guarantee can make prospects feel that you're afraid they'll realize your product is worthless given sufficient time to try it out. For instance,repparttar 127471 15-day guarantee I saw above made ME think thatrepparttar 127472 merchant was hoping customers would realizerepparttar 127473 poor quality ofrepparttar 127474 product AFTERrepparttar 127475 guarantee term was over, and/or forget to ask for a refund in time.

Also -- especially with information products -- some people may buy immediately, and not USE (or read)repparttar 127476 product until AFTERrepparttar 127477 covered 30-day period. Why? They may not haverepparttar 127478 time, and are simply trying to purchase before a possible price increase.

I've put off purchasing products with 30-day guarantees quite a few times, as I wouldn't have been able to read them withinrepparttar 127479 first month thatrepparttar 127480 guarantee covered. Then, I forgot to go back and orderrepparttar 127481 product, (or decided I didn't really need it after all), andrepparttar 127482 merchant lost that sale.

The moral? Reward impulse shoppers! Don't have your guarantee, of all things, give them a reason not to buy your product right away. If you're like most Internet merchants, you already have a hard enough time convincing a good percentage of your prospects to buy. ;-)

NO-NO #3: Putting ambiguous clauses in your guarantee.

I ran across a website that assured me that, with their service, my success was "almost guaranteed!"

Hunh?! Seem a little off to you?

I know there's a high "duh" factor in this one, but it must not have been as obvious to this clueless merchant.

We as business owners can get so caught up in trying to protect ourselves in our guarantees that we forget to take a step back and actually LOOK at what we're saying. My advice? This merchant should focus on what they CAN guarantee, and throw those iffy, credibility-killing clauses outrepparttar 127483 window.


Here is a summary of whatrepparttar 127484 U.S. requires when offering guarantees (referred to as "warranties" below) on consumer products. (International readers, please investigate these in your own locality.)

TIP: The info below only applies to you if you're selling CONSUMER products -- not commercial -- and applies to written (not oral) warranties.

Warranties are your promise, as a merchant, to stand behind your product. The law recognizes two types of warranties: implied and express. There are also two types of implied warranties.

How To Seal The Deal By Phone

Written by Heather Reimer

We've all read dozens of articles on how to write spicier copy, snappier ads and grabbier banners.

But it's oftenrepparttar personal touch that seals a big deal - that clincher phone call. Especially these days, when so many of our clients live in other states or countries and fewer deals are actually closed in person.

Sorepparttar 127456 way you address a client through your spoken expression over repparttar 127457 phone can be vital to finalizing a sale.

Want to learn how to humanize your human touch? Let's pushrepparttar 127458 keyboard away, do a few vocal warm-up exercises and begin.

1. Posture. If your posture screams out boredom or fatigue, so will your voice. In my office, I sit with my back to a salesman and I can listen to his sales calls without seeing him. I can always tell from his voice when he's slouching or recovering from a rough night!

2. Facial expression. Even onrepparttar 127459 phone people can "hear"repparttar 127460 look on your face, so make it a pleasant one.

3. Tone of voice. Matchrepparttar 127461 client's tone -repparttar 127462 energy level,repparttar 127463 pace, fast or slow, etc. If you jump on them like an eager puppy with your big sales pitch, you'll scare them off. Plus, most people tend to like those who resemble them in manner.

4. Don't...

...ask if it's a good time to talk. You hand them an escape route on a silver platter.

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