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Topics: Satisfaction Guarantee

Q.
Should I offer a satisfaction guarantee for my jewelry?
- Tiffany
A.
Anything that you can do to increase the comfort level that someone has in buying from you is important. There's a risk in buying anything (thus, the principle ''let the buyer beware'') and a satisfaction guarantee ''reverses'' the risk that the prospect is taking when buying from you.

There are a few principles to keep in mind. First, make the guarantee simple. It should be easy to read and understand. Second, make sure it's in writing and posted where you sell your jewelry. It should also be on your invoices and posted at your website. Finally, make the terms as generous as you're willing to offer. For example, ''You must be completely satisfied, or return the item in original condition within 6 months for a complete refund of your purchase price.''

Don't be afraid to offer a longer guarantee period, either. In fact, the longer the guarantee, the less likely it is that someone may return it because it removes the time pressure to do so. You must honor the guarantees you make, so if you have any concerns about what your obligations are under a guarantee, check with a business attorney before you offer it. - Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.

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