GM’s Satisfaction Guarantee Offer: Good Faith, Great Marketing
I can’t tell you how happy I was to hear that General Motors was giving customers (specifically, “eligible buyers” of new Chevrolet, Buick, GMC and Cadillac vehicles) a 60-day satisfaction guarantee.
Personally, I believe every company should be willing to go to such lengths in order to reassure prospective customers that they will meet, if not exceed, their expectations — even if it means the possibility of doling out refunds to those who might be dissatisfied. A guarantee is a strong demonstration of good faith.
Of course, the direct marketer in me also knows just how much a guarantee can lift response rates and, ultimately, sales. As I wrote here…
…a strong guarantee will go a long way toward mitigating any concerns your constituents may have about buying your products or services.
In fact, when I had my own small business in the mid-1990s, I once tested the notion of guaranteeing our work in order to attract new clients (a story told once before on this blog here). In a simple, albeit successful, self-promotional letter, I proudly proclaimed…
The chances are very slim that you’re not going to like what you see from Cargill Creative, but you might never see a thing unless we make such a bold offer.
Yes, like GM, I saw a guarantee as a way of commanding the attention of the marketplace and doing business with people who might not have paid attention to me otherwise.
So for more than one reason, I have to say good for General Motors for offering a satisfaction guarantee to its customers. Good for Ed Whitacre, the new chairman of GM (seen in the video below). And good for you, me and the rest of the car-buying public, too. With an offer this good, everybody wins.Google+