Satisfaction Guaranteed — What It Really Means

The “pants lawsuit” may have been regarded as one of the most frivolous cases in American history, but it did remind business owners to take care when they advertise.

In 2005, Roy Pearson sued his local dry cleaners over a pair of lost suit pants. The dry cleaners had a sign in the window that said “Satisfaction Guaranteed.”

Mr. Pearson lost the case, and wasn’t awarded the $67 million that he originally sought from the business. The Superior Court of the District of Columbia found that the phrase doesn’t mean that the customer is entitled to anything that his or her heart desires.

However, with a “satisfaction guaranteed” claim, consumers can reasonably expect a full refund if they aren’t satisfied. In the end, the court found that the business offered Mr. Pearson more than the value of his pants.

BBB advises both businesses and consumers to be aware of the meaning of “Satisfaction Guaranteed” claims.

Not only the court, but also the Federal Trade Commission (FTC) guides and the BBB Code of Advertising call for a full refund with a “satisfaction guaranteed” claim. Any material limitations or conditions that apply to the guarantee should be clearly and prominently disclosed.

BBB also advises consumers to read and understand any terms and conditions for any guarantee, including “Satisfaction Guaranteed” claims. Guarantees often have requirements, restrictions, or limitations that consumers would want to know about. It’s easy for businesses to take a few steps to avoid consumer confusion with clear and straightforward advertisements.

Businesses that don’t offer a full refund may use a different claim. Phrases like, “customer service is our highest priority” and “customer service promise” give the impression that a business will work to remedy dissatisfaction. However, these claims don’t give the impression that a full refund will be issued.

Businesses that do intend to give a refund should be sure to disclose any material limitations to the guarantee. Here are a few examples of how limitations can be disclosed:

1. We guarantee your satisfaction. If not completely satisfied with ABC product, return the unused portion within 30 days for a full refund of the purchase price.

2. Satisfaction Guaranteed! Full refund available upon written request within 60 days of purchase.

3. Just return the ABC product in its original package within six months and we will fully refund your money, no questions asked.

Turning Warm Leads Into Hot Prospects

No matter what your business, you need two things: a happy, loyal customer base and a steady stream of new prospects. The Direct Selling Education Foundation (DESF) offers some great suggestions in its free e-book, Business Owners’ Road Map to Success.

Although DSEF focuses on companies that offer direct selling opportunities for consultants, the information in their e-book is relevant to just about any small business. Here are their tips for turning warm leads into hot prospects:

• Create a “warm market list” of everyone you can think of who might be interested in the products or services you are selling.
• Narrow it down to a “most likely” list of those who could purchase from you immediately.
• Invite your “most likely” list to a small party, BBQ, open house, etc. Don’t try to sell them anything, just make this about introducing your business to them. Ask if you can set a follow-up appointment.
• Make the follow-up appointments and keep narrowing down your list to the most supportive and interested potential customers. These are the people who not only will be most likely to buy from you, but also to refer new business to you.
• Offer excellent customer service consistently, especially to your loyal and repeat customers.
• Use social media to connect with people on your “warm market list” and to continue to build relationships. Also use social media to offer solutions, tips and useful information related to your products or services. Think of your social media networks as a subtle way to introduce new products and services, not as e-commerce.
• Meet prospects for coffee or breakfast to discuss your business.
• Keep your appointments social, friendly and pressure-free. Ask questions and show people how your products or services can help meet their needs or solve their problems. Even if they are not interested for themselves, they may refer other potential customers to you.
• Always have your appointment book handy so you can book follow-ups whenever you meet a potential customer, even at social and family gatherings.
• Don’t leave requests for information open-ended; get contact information and follow up promptly.
• Get involved in organizations and causes that are important to your warm market list.
• Keep track of everyone you meet and use quantity of contact
  s and prospects to grow your business. You will encounter “no’s” along the way, but stay positive and keep connecting, networking and making appointments.

For more tips from DSEF, download the free e-book at www.dsef.org or Like them on Facebook at www.facebook.com/TheDSEF.

Providing Excellent Customer Service

With an increasing number of large, national chain stores popping up everywhere, small businesses sometimes find it difficult to compete. Mastering the fine art of providing excellent customer service is the best way to attract customers to your business and your products.

Oftentimes, customers are willing to pay a little more if they are getting that little something extra along with the product or service they are purchasing. There are two basic rules to follow: 

1. Treat your customers as you would want to be treated.
2. Treat every customer who walks through the door as an individual. 

Also stress the importance of simple tasks like being courteous, greeting customers with a smile, and respecting a customer's decision. Develop training programs that will make your employees knowledgeable on all aspects of your services and products. Nothing impresses customers more than realizing a store's employees are knowledgeable their product or service.

Some customers want to have a "relationship" with a salesperson, or just want to know where a product is located. Others want a little courtesy and even a little pampering. Teach your employees how to read a customer's needs, and treat him or her accordingly.

When dissatisfied customers present problems, make certain you know how to handle the issue. Acknowledge your customer's complaint, apologize and respond quickly. Don't forget that if you resolve the problem reasonably and fairly, the customer is likely to tell others about the wonderful customer service at your company.

Is a Smartphone Credit Card Processor Right for Your Business?

These days, no matter how large or small the business, employees don’t even need to be near their store’s credit card processor to make a credit transaction with their customer. Using smartphone credit card readers, businesses have the capability of taking their sales to the next level, but Better Business Bureau is advising business owners to make sure that such a system is right for their business.


For businesses looking to add the credit card reader capability to their sales, BBB recommends the following tips:

Do your research. Just like a landline-based credit card system, you’ll need a merchant account to process payments, a scanner device to read the card, and software (app) to make it run. Don’t skimp on research. Start with your bank or your credit card service for suggestions on recommended services and devices. Check out all vendors at www.bbb.org. Ask for references.

Choose the right combination. Your smartphone merchant account might interface with your existing landline-based account, and that will make life easier. Build from there; find the app you feel comfortable using that has the features you want. There are over a hundred apps available for different smartphones; each is usually compatible with a number of different swiping devices. The reader itself is the last step (and the easiest to replace or exchange).

Read the fine print. Using a smartphone credit card reader might be a great 
way to increase your sales while on the road. However, make sure to read the fine print for the smartphone app to make sure that you won’t be charged while you’re not using it.

Offer the customer service your shoppers expect.Some shoppers may not be familiar with this kind of payment method. Be sure to offer them the option of having a receipt emailed to them, or even offer to print the receipt there with a separate smartphone printer. This will reduce the hassle should your customer want to return the product.

Beware of scams! As with any emerging technology, scammers are figuring out how to exploit vulnerabilities. Don’t buy the devices or apps from vendors you don’t know.

Baby Boom Your Business’ Branding Strategy

 When looking to create or update the branding strategy for your business, it’s always important to take every demographic into consideration. According to theInternational Council of Active Aging (ICAA), the majority of adults over the age of 55 feel that advertising does not reflect their current lifestyle, and they are turned off by marketing messages targeted to them. BBB is remindingbusiness owners to include our nation’s aging population in their branding and marketing.

For more information visit bbb.org.

“Social Care” - A New Phenom

The face of customer service is rapidly changing with the integration of social media.  Customers are no longer contacting businesses through mail or even on the phone. Now, consumers are using public forums like Facebook and Twitter to provide feedback on a product or service.  When customers leave comments, positive or negative, it’s important to put your best customer service foot forward. This is often referred to as, “social care,” a combination of social media and customer service.

Customers have so much power when it comes to social media. When responding, keep in mind your tone and timing.  Be careful when it comes to the tone of your response, as oftentimes consumers can perceive your answers differently than intended.  Timing is key in your response, since customers expect answers in real-time.  Try to respond within one business day and quickly resolve any issues.

When done right, social media is excellent way to improve quality of your customer service.

Help Your Customers Trust Your Business

Customers expect that every business — large or small — that collects their sensitive personal information will protect it. Beyond customer expectations, there are legal requirements, as well. Depending on your type of business and the states in which your customers reside, you may be legally required to protect the personal information you collect.

For more tips on data security, visit BBB’s Data Security – Made Simpler, bbb.org/data-security.

Small Business Saturday Helps Make a Big Difference

Small Business Saturday is a day dedicated to supporting small businesses on the busiest shopping weekend of the year. As a joining member, BBB is teaming up with American Express OPEN to spread the word on why small businesses are so awesome. 

For the third year in a row, American Express OPEN has declared November 24th, the Saturday after Thanksgiving, to be Small Business Saturday. Businesses can take advantage of free tools offered online at www.facebook.com/SmallBusinessSaturday: free signage, free ads on Twitter, and lots of ideas to help grow your business.