The Power of Your Offer Ep 7

In the Gym Secrets podcast, the host discusses the strategic importance of offering compelling guarantees to bolster sales and customer confidence in fitness services. He advocates for three types of guarantees: satisfaction guarantees, which are straightforward yet challenging for customers to claim; results-based guarantees with qualifiers, which promise specific outcomes if conditions are met; and the bold double your money back guarantee, which sounds extreme but is rarely invoked. These guarantees, he argues, are vital for converting hesitant prospects, particularly in front-end offers to new, distrustful clients, rather than long-term commitments where trust is already established. The host emphasizes the power of guarantees to push sales over the finish line and encourages gym owners to incorporate them into their sales tactics.

• Guarantees are a powerful tool in making offers irresistible.
• Various types of guarantees include satisfaction guarantees, results-based guarantees, and double your money back guarantees.
• Guarantees can be stacked with benefits and bonuses to enhance an offer.
• They are typically positioned at the end of the offer to reassure the customer.
• Guarantees assume the provider's confidence in their service or results.

"One of the things I wanted to cover today is the power of an amazing guarantee. And there's a lot of different guarantees that are out there."

This quote introduces the main topic of the podcast episode, which is the importance and variety of guarantees that can be offered to customers.

"You can do, you know, satisfaction guarantees. You can do results based guarantees, which can get really tricky, and you can do double your money back guarantees."

This quote lists different types of guarantees, highlighting the range of options available to businesses when crafting their offers.

"You want to stack the benefits and you want to stack the bonuses. And one of the most powerful things that you can stack is a guarantee..."

The quote emphasizes the strategy of stacking guarantees on top of other benefits and bonuses to make an offer more attractive.

"Because that's how confident we are."

This quote underlines the rationale behind offering strong guarantees – it reflects the provider's confidence in their ability to deliver promised results or services.

• Satisfaction guarantees are favored because they appear easy for customers to utilize.
• The perception of a satisfaction guarantee is that it's simple to opt-out of the service if not happy.
• The reality may differ from the perception, making it an effective guarantee for businesses.

"My favorite guarantees are satisfaction guarantees. I love those, because for the person, when you're selling it to them, they feel like it's really easy to get out of."

This quote explains the appeal of satisfaction guarantees from the seller's perspective, noting that they are attractive to customers because they offer an apparent easy exit option.

The relevance of this quote is that it reveals the psychological aspect of satisfaction guarantees, which can make customers feel secure in their purchase decision, knowing they have an out if they're not satisfied.

• Satisfaction guarantees serve as a commitment to the quality of service offered.
• They are a sales tool that reassures customers and can increase sales.
• It is rare for customers to actually request their money back.
• The difficulty lies in the customers' reluctance to confront the business owner about their dissatisfaction.
• Satisfaction guarantees can be compared to insurance policies sold at retail stores, which are rarely claimed.
• Businesses are often hesitant to offer guarantees for fear of financial loss, but the rarity of claims can make it a profitable strategy.

"For most of my gyms was just a satisfaction guarantee. And I would tell them, it's like, listen, we will guarantee you that the quality of our service is what we are charging, if not more."

This quote explains the speaker's personal experience with offering a satisfaction guarantee in their gyms, emphasizing the promise of quality service.

"Between all the locations we had, I have only had two people take me up on that, and two of them, I should have known when I signed them up that they were crazies, and I shouldn't have done that."

The speaker shares that very few customers have actually requested a refund, suggesting that satisfaction guarantees do not often result in financial loss for the business.

"So, satisfaction guarantees are awesome. And the reason that it's hard is because you have to look at someone after five weeks or ten weeks or whatever it is, right? And look at the owner of a business and tell them, yeah, I think your stuff sucks. I want my money back."

This quote reveals the psychological barrier customers face when considering asking for their money back, which reduces the likelihood of them doing so.

"It's kind of like the insurance policy that they sell you at Best Buy. They know that most people aren't going to pull that parachute, which is why they sell it to everyone and that's where their highest margins are."

The speaker compares satisfaction guarantees to retail insurance policies to illustrate how businesses benefit from the low likelihood of customers making claims.

• Results-based guarantees promise specific outcomes to customers, such as weight loss.
• Qualifiers are conditions that must be met for the guarantee to be valid.
• This type of guarantee can motivate customers to commit to the program and trust the service.

"The second thing, second type of guarantee, that's a really good one, is a results based guarantee with qualifiers."

This quote introduces a different type of guarantee that hinges on achieving specific results, which can be an effective marketing tool when combined with qualifiers.

• Guarantees can be used in fitness programs to assure clients of weight loss if they follow the program.
• The guarantee requires adherence to workouts and food logging.
• There is an inherent trust that the client is not intentionally sabotaging their progress.
• Guarantees are particularly effective for entry offers rather than long-term commitments.

"If you attend all the workouts and you log all your food in the food planner or whatever, right. And something like that, people are like, you guarantee like, yeah, if you do this and this, we guarantee it."

This quote emphasizes the conditions of the guarantee, which involve active participation in workouts and food tracking by the client. The guarantee is given on the premise that the client will follow the program as prescribed.

• Clients may unintentionally engage in behaviors that counteract their fitness goals, like eating additional snacks.
• Despite this, fitness programs assume that clients are generally aiming for success.
• Self-sabotage is acknowledged as a real issue but is not the focus of the guarantee.

"Now, obviously someone could also eat Snickers bar in addition to that. But the thing is, at a certain point you have to believe that the person's trying to succeed, right?"

The quote acknowledges the possibility of self-sabotage while also highlighting the importance of having faith in the client's intent to succeed. It suggests that while setbacks may occur, the overall assumption is that clients want to achieve their goals.

• Guarantees are recommended for short-term entry offers, such as four to six weeks, rather than long-term programs.
• Short-term guarantees are more appealing to new clients who are not yet familiar with the service (cold traffic).
• Trust is less established with new clients, making guarantees a powerful tool to overcome skepticism.

"And I would use this more for like an entry offer now, not low ticket, but for an entry offer, that's going to be a four or six week offer..."

This quote suggests that the speaker advocates for using guarantees as a marketing strategy for introductory offers, specifying the ideal duration for such offers. It indicates a strategic approach to building client trust and commitment.

• Guarantees are not necessary for upselling to high-ticket, long-term contracts.
• Clients in high-ticket programs are presumed to have established trust and do not require the same level of assurance.
• The focus with high-ticket clients is on the service provider's commitment to the client's success.

"Whereas when you're upselling them on the back end into high ticket twelve month or 24 week contracts, then those people do trust you. You don't need to give those types of guarantees."

The quote explains that guarantees are less important when dealing with clients who are being upsold to more expensive, long-term contracts because they have already developed a level of trust with the provider.

• The double your money back guarantee is favored for its boldness and perceived high risk.
• This type of guarantee is reminiscent of aggressive marketing tactics from the past.
• It is not specified how this guarantee is applied or in what context, but it is mentioned favorably.

"The third type of guarantee, which is one that I like, is the double your money back guarantee. And I think I like it because it just sounds so crazy."

This quote reveals the speaker's personal preference for a particular type of guarantee, highlighting its attention-grabbing nature. It implies a confidence in the service provided, to the extent that offering double the money back is considered a viable option.

• Guarantees are a powerful tool in sales and marketing, offering customers assurance and confidence in their purchase.
• A satisfaction guarantee ensures the service provided is worth the payment.
• A results-based guarantee with qualifiers sets specific conditions for the guarantee to apply.
• A double your money back guarantee is an aggressive form of guarantee that conveys extreme confidence in the product or service, despite being rarely claimed.

So satisfaction guarantee that they're going to get the service, that the service that they're going to get is worth the money that they're paying for it.

This quote emphasizes the importance of a satisfaction guarantee, which promises customers that the value of the service will match the cost.

The second one is the results based guarantee with qualifiers.

This quote introduces a results-based guarantee that has specific criteria or conditions that need to be met for the guarantee to be valid.

And then the third one that I like is the double your money back guarantee because it sounds so egregious and so ridiculous that people are like, wow, these guys have to be confident.

The speaker expresses a preference for the double money back guarantee, noting its effectiveness in demonstrating confidence and influencing customer perception.

• A strong guarantee can be the deciding factor for customers who are hesitant about making a purchase.
• Guarantees can significantly increase sales by providing a psychological push for customers on the fence.
• Salespeople should be equipped with strong guarantees to improve their sales effectiveness.
• Including guarantees in various customer touchpoints, such as thank you and opt-in pages, enhances their visibility and impact.

But the reality is so few people are going to take you up on it. It doesn't matter, but it's going to help you close so many sales.

This quote acknowledges that while few customers may actually use the guarantee, its presence is instrumental in closing sales.

Especially it's that beautiful gust of wind that will push them over the edge right when they're not sure if they, quote, need to think about it or need to talk to their husband before they make major decisions.

The speaker illustrates how a guarantee can be the final nudge a customer needs to commit to a purchase, especially when they are uncertain and seeking validation for their decision.

• Marketing should leverage guarantees to their fullest potential by incorporating them into various aspects of the sales process.
• Guarantees can be a key differentiator and value proposition for a business.
• The speaker encourages widespread use of guarantees as a strategic marketing tool to drive business success.

Equip your salespeople with it. Put it on your thank you pages, put it on your opt in pages, put it everywhere you possibly can, because a guarantee is worth its weight in gold and you should use it.

This quote advises businesses to arm their sales team with guarantees and to ensure they are prominently featured across all customer engagement points to maximize their effectiveness.

• The speaker provides a call to action for gym owners interested in learning how to fill their gym capacity.
• GymLaunchSecrets.com offers resources and a quiz to help gym owners understand the strategies used by the speaker's company.
• The promotion is targeted at gym owners looking to grow their business and attract more clients.

If you are a gym owner and you would like to find out more about what we do and how we take gyms from zero to full capacity in 30 days, you can go to gymlaunchsecrets.com quiz and we will send you four walkthroughs so you can get an idea of how we do what we do.

This quote is a promotional message inviting gym owners to visit the Gym Launch Secrets website to learn about their methods for increasing gym membership and client base.