• FedEx
• Domino's Pizza
• LensCrafters
• Nordstrom

In my opinion one of the main reasons they all rose to dominant positions in their industry was because they offer strong guarantees of satisfaction. In almost every case, a money-back guarantee.

These companies reversed the risk of doing business with them. They took on the risk themselves and took it off the customer. Tremendous profits followed as a result.

You should do the same. And guess what; the longer and more outrageous the guarantee, the better. But don’t promise what you can't deliver.

Will some of your customers abuse it? Undoubtedly, but the benefits continue to out weigh the cost.

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