Update: I just returned from a speech coaching session with Darren LaCroix, Ed Tate and Mark Brown. These three are world-class speakers and sensational coaches. If you ever get a chance to watch these guys in action, or better yet, get coached by them—you'll get good instantly.

It's true. They held nothing back. They even foretold what mistakes the participating speakers would make beforehand as if viewing a crystal ball—and they were absolutely correct. Amazing!

Feature Article: Consumer Confidence Cubed

Resource: World Champions' Edge

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Michelle was Livid...

I had never seen her this way. You could read the anger and frustration in her body language. At one moment it felt as if she was ready to go through the phone line to strangle the person on the other end.

She and her boyfriend had just bought a second-hand car from a local dealership. They made their last offer and were heading out the door when the salesman finally caved in. They ended up with the car and purchased an extended warranty.

It's barely a week and she discovers the CD player is dead. No problem: They have a warranty. Big problem: They forgot to pick up the extended warranty contract when they drove the car off the lot. Now they were in deep dudu.

She found the warranty company online, but they couldn't help her without the policy number. She called the dealership more than once, got through, but had to leave voice messages—which were not returned. During one episode when she did get a live person, he began taunting her. Unbelievable. And by the time she gets off work to drive in the commute to the dealership, they're closed.

Michelle promised she would never buy from, or recommend this dealership again. She wished she could have kept on walking out the door. She had a regrettable buying experience. And she bought a warranty she couldn't prove she had.

When you make a purchase, double-check all your receipts in case you need them for accuracy, returns or rebates. Send in your manufacturer's warranty as soon as it's completed. And ask the retailer about their in-store return policy.

Consumer Confidence Cubed

Dear Associate,

There's nothing more annoying, more vexing or more upsetting than making a purchase and not knowing if the merchant will stand behind it with a money-back guarantee. Most online and offline retail merchants offer a full refund, or some sort of return, or exchange policy as long as the item is in resalable condition. But many hide their policies as if they didn't want the word to get out, fearing an avalanche of returns.

What a huge miscalculation...

The guarantee reverses the risk from the consumer back to the merchant. It shows the consumer she's buying from a solid, established and well-trusted company. It allows her to buy with confidence. And it alleviates doubts and fears of purchasing an inferior, mismatching or unsatisfactory product.

But what's important for your business is your guarantee actually increases sales. It gives the customer an added reason to come back to shop again. Without any special incentives the customer returns to shop for more stuff when he or she knows there's a hassle-free guarantee.

When I started working on cars I bought Craftsman tools exclusively from Sears. They carried a lifetime guarantee. If a tool breaks, all I had to do was return it for an exchange. I didn't even need a receipt. Is it any wonder why most of my tools, my toolbox and my rollaway tool chest are all made by Craftsman and bought from Sears?

Another great incentive for the consumer to do more shopping and to spend more for each item is the attraction of gift receipts. They allow the recipient of the gift to exchange for another item (from the same store) without disclosing the actual price paid. This is an ideal way to keep your customers returning to your store.

But don't assume every product or service automatically comes with a guarantee. Check with the merchant before making the purchase. If you're shopping online there's usually a page dedicated to return policies.

Please do your due diligence. It can save you lots of hassles in the end. Read the fine print and get it in writing. There are lots of unscrupulous operators out there who want to take your money without giving you what you ordered. And if they don't deliver on their guarantee, call the Better Business Bureau for assistance.

A recent trend for certain merchants is not offering any guarantees at all. A lot of online information marketers are stating no guarantees for digital, downloadable products because they can easily be pirated. Of course if you're in the restaurant business, or you're selling a coaching/mentoring program, or you're the local witch doctor—a guarantee may make you appear inferior in the minds of consumers.

If that's the case—then give the reason(s) why you're not offering a guarantee. Some consumers will stay away from you. Others will buy into your confidence. Either way, they'll know ahead of time and this reduces the chance of petty lawsuits.

Now let's not forget extended warranties. If you can offer that to your customers, great. It's extra insurance some consumers look forward to getting. Especially for electronics and automobiles because of high repair costs.

Here's something that may be news to you...

The more expensive and exclusive the product, the less shouting about your return policy. If you offer high-end products, all you might need to say is, "Yes, there is a guarantee." And leave it at that.

You don't have to yell, "This item carries a one-year, iron-clad, tight-as-a-drum, double risk reversal, total satisfaction or your money back guarantee!" It's quite unnecessary. Unless you were selling to the Girls Gone Wild crowd. Stressing a guarantee when it's unnecessary may cause a prospect to suspect the product is either inferior, it's a slow-mover or maybe it was a returned item.

I hope you're absolutely convinced that stating your guarantee or non-guarantee will attract more business, reduce buyer's remorse and gives the customer an added incentive to buy from you—for life.

Warm Regards,

Speaking may be the least sought-after skill in the business community. People would rather withdraw from a promotion if speaking were required than to feel butterflies in their stomach. They would also shy away from a speaking workshop, even if it were company-sponsored, than to risk being called next to make a presentation.

Yet world-class speakers know the secret to being great is carrying a one-on-one conversation with your audience. That's it. And with a little coaching, you can become a great communicator commanding that authority from the platform. See what a few World Champions of Public Speaking have to offer.