call and ask them about their guarantee. Look outside of your specific marketplace for good guarantees. Write them down. When you finish your research, what patterns do you see? Are there many guarantees in this industry? What kind did you find? Did you find guarantees of specific performance or the more common, dull-as-dishwater, "Satisfaction Guaranteed" variety?   2. Look At Your Strengths.   What area of your business is a strong point for you? Do you do very fast installations, are you great at maintenance, do you respond quickly to customer queries? Do your products or services produce consistently outstanding results? Do you have the widest selection in town? Do you save money for your customers?   3. Guarantee Results.   Think about what specific RESULTS a customer wants when he or she buys your products for services. What good things happen when customers use your products? Better relationships? More money? Reduced stress? Write down the answer in specific detail, and then guarantee that outcome. (Just make sure you can fulfill on your promise.)   A delivery company that works fast can guarantee delivery times -- by 10:00 a.m., or within 24 hours. Do you have the widest selection in town? Guarantee it by daring customers and competitors to find more products somewhere else (just be sure you can back this up). Do NOT simply guarantee "satisfaction." Guarantee in detail what that satisfaction will look like to your customer.   4. Choose A Payback (or Remedy).   As unlikely as it is that youll be making good on your guarantee (remember -- only about 2% of customers will ever take you up on it), you want to create an attractive payback in case customers are unsatisfied. Ideally, it wont cost you much but will have a high perceived value. A hassle-free, money-back guarantee is a good place to start. But try to dress it up a bit. Remember, a better-than-risk-free best guarantee is the best guarantee of all. Yours should exceed customer expectations and be memorable.   5. Start Small, Test And Track Your Results.   This is vital! You must know how well your guarantee is performing before you make it a permanent part of your marketing. How? You might advertise the guarantee in only one of the publications you advertise in, mention it on your telephone message, on one set of business cards, or in a letter that you send to a small segment of your customer base. Then, track the results.   How much have sales increased over your previous totals before you had a