Practical Sales Training™ > How To Convert > The “Until” Guarantee
What is it?
The “Until” Guarantee is all about making a commitment to your buyer. It’s about working with clients UNTIL they get the result they are paying for – however long that takes.
Why does it work?
It works because it minimises risk and reassures buyers that they’ll get what they paid for – no matter the time frame. It means the seller and the buyer are aligned to achieve the same outcome and that can only be a good thing.
How can you use it?
You’ll need to do the maths on this one to work out the risks of giving people essentially unlimited access to you/your resources as well as how long it might take to deliver the desired result in the worst case.
I work with my clients and offer them this guarantee – they are STUCK with me until they are happy. I know realistically that even the most difficult client won’t be too much trouble and that for most I can create their Clear Sales Message™ in a specific timeframe. So, for me, the attraction for my clients of getting everything they want, however long it takes, far outweighs the outside risk of any issues.
Example:
A digital marketing agency offers an “Until You Rank Guarantee” for SEO services.
Rather than billing clients for 6- or 12-month contracts, the agency commits to working “until your website reaches page 1 of Google for your chosen keywords – however long it takes.”
This shifts the risk away from the buyer, giving them confidence that they won’t pay indefinitely without seeing results. While the agency knows from experience that most clients will achieve this within 4-6 months, framing it as “until you rank” makes the offer far more compelling.
See also
5 Types of guarantee :
- Money Back Guarantee
- The More Than Money Back Guarantee
- Work with you until you’re happy
- No win no fee / pay on results
- The Promise
