Giving a guarantee is an effective way to build trust for your customer. Guarantees are an assurance to the customer that they won’t be worse off by using your product or service. Essentially you are protecting them from any perceived (or real) downsides.
The trick to an effective guarantee is working out what are the primary concerns your customer has and guaranteeing that. If your customers are most concerned about losing money then you offer a money-back guarantee. If they are concerned about damaged caused by using the product, then you guarantee that, etc. Addressing their concerns in your guarantee creates a feeling of safety and removes a barrier to the sale.
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Are you using guarantees in your business? How are they working for you? How often do you have customers claiming on it? Share with us in the comments.