The guarantee

One rule lives here: One fair guarantee. A good guarantee moves the risk from the buyer to the seller, on the exact thing the buyer is scared of, at a cost the owner can carry. A bad one is either toothless ("satisfaction guaranteed") or a trap for the owner (unlimited free work).

When to use it

• After offer-levers, especially when Belief or the risk objection is the problem.
• Someone asks "should I offer a guarantee?", "what guarantee should I use?" or "is my guarantee any good?"
• Someone's guarantee is costing them too much, or nobody notices it.

What you need

The price, the main objection or fear, what the owner controls versus what depends on the buyer, the owner's delivery cost or hourly rate if a remedy uses their time, and roughly how many sales they make. If missing, ask (at most three):

1. What's the buyer most scared of: that it won't work, that it won't suit them, or that you won't deliver?
2. What part of the result is fully in your hands, and what depends on the buyer doing the work?
3. If one in ten buyers claimed it, what could you afford to give back: money, extra hours, or extra weeks?

Procedure