Prospects Want Guarantees Not Promises, It Is Your Key To Success!

When sending out marketing material, you should make a habit of including guarantees as part of your sales pitch. Think of it as a reinforcement for your sales pitch.

Your guarantee to assure prospects of the services you are offering. If stated correctly, they can disarm the prospect and make him feel somewhat at ease to contact you. Guarantees gives him hope, or at least nothing to lose type of feeling.

Now, if you are selling a physical product, coming up with a guarantee is easy. You simply offer them their money back for example.

But as a Real Estate Agent or a Real Estate Investor, you do not have a physical product to sell that you could guarantee. What you offer are your services. So how can you guarantee a service?

First of all, let us look at what a guarantee should and should not be about. A guarantee preferably should offer something tangible. Something the prospect feels of value. Something they can use or rely on.

If you feel that all you can offer is not tangible, such as "Satisfaction Guaranteed", then you should make it sound more rewarding and not just state it as is. Do not confuse this by making false statements. You should highlights the benefits of being satisfied, explain to them how they will be satisfied. What would you do if they are not satisfied and so on.

 Let us take a look at couple of examples of powerful guarantees. We will look first at a Real Estate Agent guarantee. I do encourage you to come up with guarantees that fit your services and what you are offering, not just copy this example, or someone else’s guarantee without knowing how to back it up and perform on it.

The first example would be a guaranteed selling:

"I will sell your house in 59 days or less GUARANTEED!"

Notice the powerful message that guarantee portray. If a prospect, say an Expired Listing prospect, had to choose between two agents who do you think would they pick, someone who can guarantee the sale or one who cannot?

Now let us look at a Real Estate Investor type of guarantee:

"We Will Buy Your House, Pay All Cash, And Close In 48 Hours GUARANTEED!"

Compare that with the traditional "We Buy Houses" ads you see everywhere. Which one do you feel would pull better response?

By the way, the above two examples of guarantees could stand on their own. Meaning you do not have to say anything else such as when running line ads in newspapers or on your business cards. Or they can be part of the larger picture such as when included  in the body of your sales letters, on your post cards, flyers, and so on.

To make the guarantee stronger and let the prospect feel empowered, you can add an "OR" to the above guarantees. For example, explain to them what would happen if you do not sell their house in 59 days.

"I will sell your house in 59 days or less GUARANTEED! or I will…."

Explaining to them What would happen reinforces the guarantee by giving them something they feel they can act on. Puts them more at ease. It also helps you set expectations by telling them upfront what to expect.

Not all guarantees need an "OR" part. In some cases you may not want to have an "OR" for a guarantee. But still, you should be prepared  to at least verbally back your guarantee up or explain the outcome to the prospect. You never know when one will ask you about the OR part.

 Happy Marketing!

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• You Must Have A Powerful Message and Call To Action!
• Stand Out From your Competition Using Powerful Unique Selling Proposition (USP)!
• Couple of The Marketing Keys To Success
• The 7 Secrets To Successful Mailing Piece
• Are You Using Advertorials In Your Marketing?

© 2008 Fadi Zeidan's Articles.