I’m guessing you already have at least one guarantee or risk reversal element to your main offer.
Maybe it’s in the form of a money-back or satisfaction guarantee, a free shipping guarantee, or maybe a free estimate or free diagnoses. Whatever it is, the point is that you already have it in place. After all, it’s common sense to use something like that to reassure your customer and win more business.
But chances are it’s not doing you very much good because you don’t promote or repeat it often enough — especially at those crucial moments of buying decision.
Assurances Need Repetition
You assume that displaying or speaking of your guarantee once is enough, and, well, it’s just plain not.
It’s not enough because the buyer is juggling too many other factors in her mind to hold onto that piece of information so that she can recall it when the moment of truth comes. Plus, it’s not really her job to remember it, either — it’s YOUR job to remind her.
Testing this On Your Website
Online, this is an easy thing to test: simply run a split test where you test repeating your satisfaction or money back or safe shopping guarantees in your cart and checkout process vs. not using those points of action reassurances. For lead form Websites, you can use your privacy or non-call or free-diagnosis guarantees. Whatever is most appropriate.
Again, chances are you’ll see a big lift by using these points of action assurances because, truth be told, this is one of those go-to tools that us Conversion Rate Optimization Professionals bank on to drive results.
Implementing it Offline
But what about off-line?
Guess what, it’s even MORE important offline than on.
I used to work for a fabulous consulting company that coaches hospitals on improving their patient satisfaction scores. And one of their go-to tools was a scripting acronym called AIDET, specifically used to manage patient anxiety through reassurance.
AIDET stands for:
- Acknowledge — Acknowledge the patient. Look them in the eye and say hello.
- Introduce — Introduce yourself and give a quick background of your experience and qualifications. Don’t assume that the patient will assume that you know what you are doing just because you are wearing scrubs; TELL them you have umpteen years of experience at whatever it is you are doing.
- Duration — Tell them what you are doing and how long whatever your task is will take — i.e., how long you’ll be bothering them
- Explanation — Tell them WHY you are doing what you are doing, HOW it works, and What is involved. Relate everything back to their care. Example: I’m waking you up at 4:00 am to draw blood for tests that will provide “real-time” lab results to your doctor when he comes to check on you at 7:30 this morning.
- Thank You — Thank the patient for seeking care at your hospital, for being patient during your procedure, etc. Then ask if there is anything else you can do for them, specifically stating that you “have the time” to answer their questions or do whatever they might request.
So what does all this have to do with Point of Action Assurances?
Notice that the Introduce part reassures the patient that they are in good hands, and that the “I have the time” phrase said during the Thank You part reassures patients that it’s OK to ask. The assumption is that it’s the nurses job to remind and reassure the patient during critical transactions and not the patient’s job to know or remember.
Your in-store staff can use similar techniques. I’d advise you to come up with your own acronym, but you would definitely want to remind customers that:
- Your stores satisfaction guarantees or return policies
- You have additional items or sizes in the back and would be happy to bring them up front for the customer
- You are an official distributor or whatever for this or that brand
- They have been specifically trained in how to fit customers for this or that item
- They themselves are passionate chefs/bikers/hunters/stereophiles/etc. and/or have been trained on the products
- Provide free estimates, drawings, samples, etc. to prospective customers
So what are you doing at your business? Does your staff have anything like AIDET to fall back on to ensure that they are consistently reassuring customers during the moment of truth?
If not, you might want to do a little “offline” testing of your own…