What stops people from doing business with you?
- Worry
- Risk
- Uncertainty
- Value doubts
In most cases, hesitation comes down to uncertainty. If you remove that uncertainty, you eliminate one of the biggest barriers to winning new clients. That’s why a strong guarantee can be one of the most powerful competitive advantages in your sales strategy.
Why Guarantees Work
Think about it: don’t you already do whatever it takes to make a client happy? If a customer had a problem, wouldn’t you resolve it until they were satisfied?
If so, why not put that in writing and use it as a sales weapon?
One of the best examples ever is Domino’s Pizza’s legendary “30 minutes or it’s free” guarantee. It removed customer risk, built trust, and became a marketing masterstroke.
A clear service guarantee helps you:
- Focus on what customers actually want and expect
- Establish clear standards for employees and clients
- Motivate managers by attaching real financial consequences to failure
- Collect useful customer feedback to improve processes
- Identify and fix failure points proactively
- Build trust and loyalty by reducing perceived risk
In short, a guarantee can increase conversions, improve customer satisfaction, and sharpen internal performance.
What Makes a Great Guarantee
Not all guarantees are created equal. Some are cluttered with legal fine print, which makes them meaningless. A truly competitive guarantee should be:
- Unconditional. No tricks, no surprises.
- Comprehensible. Clear and easy to explain.
- Meaningful. Strong enough to matter to customers.
- Easy to invoke. Responsibility sits with the provider, not the client.
- Simple to collect. Hassle-free process for customers.
- Credible. Offered in a believable, professional way.
Example: Our Own Guarantee
At The Sales Experts, we use this promise in recruiting, training, and consulting:
“Our work is guaranteed to the complete satisfaction of the client. If the client is not completely satisfied with our services, we will, at the client’s option, either waive professional fees, or accept a portion of those fees that reflects the client’s level of satisfaction.”
This forces us to carefully manage expectations, deliver value, and measure success the way clients define it.
The Bottom Line
Don’t be afraid of guarantees. When done right, they remove buying hesitation, build loyalty, and differentiate you from competitors.
Just remember: you must be able to deliver. Domino’s eventually dropped their 30-minute promise after lawsuits — proof that guarantees should be bold, but also sustainable.
When designed well, your guarantee won’t just protect customers. It will become a true sales weapon.