Improve your marketing with guarantees

I bought a new A/C adapter for my notebook the other day as my old one broke. I got this super fancy all-in-one adapter with 20 different plugs to work on almost all the notebook models around. Except for mine. As it had a warranty to provide new plugs if the current ones doesn’t fit, I contacted support. No reply after the necessary info was sent from my part.

Why am I mentioning this?

Apart from venting my irritation, you could do well to learn one thing from this.

Make a guarantee and stick to it

My primary reason for choosing the adapter I did and not the one next to it was the guarantee that new plugs would be sent free of charge if the ones included didn’t fit. They didn’t. I contacted support, who sent me nothing. The investment was too low to spend time and energy taking the product back and argue with service, but I will probably choose another brand next time.

A strong guarantee is often enough to sell your product instead of your competitor’s. Just think about the PC industry. Acer sales went down x% between 09 and 10. On the other hand, Asus went up X%. Both brands offer economically priced notebooks for the home user, with more or less the same bang for the buck. The difference? Asus has two years warranty included in the price, while Acer has only one.

A strong guarantee is only worth having as long as it’s fulfilled however. What if, after 13 months your friend sends in his Asus notebook (bought because of the warranty), and it’s not repaired? Would he buy an Asus laptop next time? Probably not. Would you? Probably not. Would any of his other friends he told this? Many would not. Unless of course the offer was a lot better than the competitor.

So make a strong guarantee, and fulfill it.

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