I saw Mark Wright, winner of The Apprentice in 2014, speaking at an accountant’s conference quite a while back. I was reminded of this story because once again I've had a really poor service again. Rather than bleating on about this I thought it would be uplifting to put a positive spin on it.
As you would expect he’s a very interesting guy, he's Australian so likes to tell it how it is. One of the big things he said is there are a lot of companies out there selling SEO services and most of them are crap. His take on it is ‘I’ll get you top of page one on google and then you can pay me’ which is very interesting. He’s got the money behind him to be able to do this and it blows the competition out of the water.
You can bet his company charges a lot more to do his SEO than most, but what he does reverses the risk and becomes a complete no-brainer for many of his potential customers. Now you may not be able to sustain your cashflow by waiting for six months before you get paid. But what else could you do that would blow the competition away in the eyes of your potential customer?
Guarantees can work really well if they’re crafted properly. Many business owners shy away from guarantees because they think they’ll be abused by customers, but this is rarely the case. If you know your numbers then you know what (very small) percentage of customers can trigger this - If you’re delivering.
And that’s the key - you have to do what you say you’ll do, when you say you’ll do it and to the quality your customer is expecting! You can't do any of that if you don't charge enough for what you do.