Satisfaction Guaranteed!

Take this hackneyed phrase and make it mean something in your business.

How many times have you heard or read the phrase "satisfaction guaranteed"? This phrase has been so overused and underdelivered that most of us automatically disregard it when we see it. But what if you took this old-fashioned notion and gave it some teeth? How would that affect your bottom line?

A guarantee is a written assurance that something is of specified quality or that it will perform satisfactorily for a given time period. A money-back guarantee states that if your product doesn't perform properly or you don't deliver satisfactory service, your customer gets a full refund.

Big companies might seem to have an advantage when it comes to guarantees because of their depth of resources. But small businesses can actually make good on their guarantees more effectively because they can act more quickly, customizing their responses and controlling the quality of their products or services.

Leann Anderson is the owner of Anderson Business Resources, a Greeley, Colorado, company specializing in customer service, marketing and business etiquette. E-mail her at

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This article was originally published in the April 1998 print edition of Entrepreneur with the headline: Satisfaction Guaranteed!.

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