Sugarman Trigger #9 - Satisfaction Conviction
Having a 30 day refund policy is one small example of a Satisfaction Conviction, but Sugarman stresses that it's much more.
He says it's your job to tell the customer:
"Hey, I'm so convinced you will like this product that I'm going to do something for your benefit to prove how incredible my offer is."
This offer ideally should be so good that customers think you MUST be getting ripped off!
Like this Zappos return policy that allows for a whopping 365 day return period:
"People MUST be ripping them off!!"
Sugarman says that if you have someone on the "slippery slope" down to a sale, the right Satisfaction Conviction can push them over the edge.
Examples of Satisfaction Convictions:
"If you don't buy anything during your two-year subscription, I'll refund the unused portion of your subscription."
"If you aren't happy with your purchase, just call me up and I'll personally arrange to have it picked up at my expense and refund you every penny of your purchase price including the time you took to return the product."
"If you're unhappy with BluBlockers, I'll let you return them anytime you want. There is no trial period."
Image Description
The image features a cartoon figure with an expression of surprise, looking at a sign that reads "365 DAYS TO RETURN" with the Zappos logo, highlighting their generous return policy.
Positive Aspects
The image effectively illustrates the concept of a Satisfaction Conviction by visually emphasizing the exceptional nature of Zappos' 365-day return policy. The cartoon character's expression mirrors the disbelief and intrigue that such an offer might inspire in customers, perfectly complementing the blog post's message.
Key Takeaways
- A Satisfaction Conviction is more than a simple refund policy; it's a bold promise that reassures customers of a product's quality.
- Offers should be so compelling that customers question how you can even afford to make them.
- Examples like Zappos' 365-day return policy demonstrate the power of a strong Satisfaction Conviction in building customer trust and driving sales.
- Effective Satisfaction Convictions can help move potential customers from consideration to purchase.
Additional Insights
Imagine walking into a store and the cashier says, "Try it for a year, and if you don't like it, bring it back!" You'd probably think, "What's the catch?" But that's the genius of the Satisfaction Conviction—it flips skepticism into confidence. It's like when a friend insists you try their favorite restaurant, promising you'll love it, and you end up having the best meal of your life.
