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More Than a Guarantee

A guarantee of satisfaction can be an absolutely fantastic loyalty builder, whether yours is a consumer-oriented company or it sells to other businesses. But it can also be an instant turn off if it’s wordy or difficult to understand. Whatever you choose to guarantee – personal satisfaction, quality or both – keep in mind that before offering any guarantee it should be reviewed by your attorney because it will have legal implications.

Let’s check out a few real-life guarantees for their loyalty building potential. Example 1 isn’t too wordy, it’s easy to understand, and it actually sells itself. And, in the minds of its customers, it represents the personality of that merchant.

“Guaranteed” exclaims its headline in bold letters. And, beneath it, “You Have Our Word®” Here’s a company that’s so proud of those five words that they trademarked them. And why not? They seems straight forward, down to earth, and capable of being easily understand by virtually anyone.

But there’s more to the guarantee, in smaller type under those first two lines, and here it is: “Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us at any time if it proves otherwise. We do not want you to have anything from (ABC Co) that is not completely satisfactory.”

How’s that for being all-inclusive? Now that you’ve read the entire guarantee, that earlier description still seems to apply, right? Straight forward, down to earth, capable of being easily understood by virtually anyone. The additional words leave you with an almost warm fuzzy feeling in the pit of your stomach, like here’s a company that truly cares.

OK, here’s Example No. 2: “GUARANTEED. PERIOD.®” Boy, there's no mistaking what this retailer means. Or is there? This company features that headline in all caps. They, too, went so far as to register their guarantee as a trademark. Talk about serious, huh?

But while this example seems as simple as it gets, what does it mean? How far will the company go to stand behind that rather all-encompassing headline? As it happens, they explain that very well. Not as part of the trademark, but usually positioned very close to it is the following explanation:

”The world is full of guarantees, no two alike. As a rule, the more words they contain, the more their protection is limited. The (ABC Co.) guarantee has always been an unconditional one. It reads: ‘If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.’” They then go on to say, “We mean every word of it. Whatever. Whenever. Always. But to make sure this is perfectly clear, we've decided to simplify it further. GUARANTEED. PERIOD.®”

Example 2 isn’t quite as easy to understand as Example No. 1, but it’s likewise down to earth and capable of being understood easily by virtually anyone. Oh, before you get to the end of this article I will share with you the names of the merchants whose guarantees are included here, so hang in there just a bit longer, won’t you?

Example No. 3 is interesting, both for what it says and for how much it says. “Satisfaction Guaranteed or Your Money Back” reads the headline. It then goes on to say, “Our goal is that you are completely satisfied with your purchase. If for any reason you are not satisfied, simply return your purchase in its original packaging, with your original packing slip and (ABC Co.) Order Confirmation E-mail Receipt within 90 days of your purchase, 30 days for Home Electronics and Mattresses, for a refund or exchange. If you are not satisfied with your purchase after these time periods, please let us know.”

Ahhh, but there’s more: “Your satisfaction is important to (ABC Co.). A 15% restocking fee applies on Tires, select Home Appliances, Home Electronics, Home Improvement, Household Goods, Lawn & Garden, and Automotive products not returned in the original box, unused, and containing all original product packaging and accessories. Special orders cancelled after 24 hours of purchase are subject to a 15% order cancellation fee. For mailable (sic) and home delivery items, see our returns options below. Shipping and handling charges are not refundable. For additional questions on (ABC co.) returns or order inquiries, email…”

How’s that for a mouthful to chew on? A loyalty builder? Not really. Straight forward? Yes, but what does it tell you about the company? Down to earth? It appears to fail that test as well. Capable of being easily understand by virtually anyone? Well, not quite anyone. By lawyers and accountants, perhaps, but not everyone. This merchant certainly doesn’t go out of its way to make purchases or defective items easy to return, does it?

Who are these merchants? Well, all of them sell to consumers on the Web. And each guarantee was taken from its respective website. The merchants – but not in the order of in which their guarantees appeared – are: Lands’ End, Sears and L.L. Bean. Before I share their order with you, take your own guess which company belongs to which guarantee. Ready?

L.L. Bean was Example 1, Lands’ End was second, and Sears was Example 3. Obviously, your guarantee should be tailored to the types of merchandise or services your company sells, but that doesn’t mean it has to be a turn-off.

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