Blog 170 - Make a compelling guarantee front and centre of your business

Make a compelling guarantee front and centre of your business

Everyone has heard of Premier Inn.

You might have seen Lenny Henry on the Premier Inn TV adverts promoting a good night’s sleep.

At the end of the advert, to show you they are absolutely serious about you having a good night’s sleep, they make this bold guarantee:

‘We’re so confident you’ll have a good night’s sleep that if you don’t, we’ll give you your money back’

Can a guarantee like that really give you a competitive advantage?

When you compare the guarantee offered by other hotels you start to see how Premier Inn stands out.

In an industry where most other hotels are purely focused on price, Premier Inn are different.

They guarantee a good night’s sleep, simple…and they also guarantee your money back if you don’t have a good night’s sleep.

Nothing to do with the price you pay for the room (they are competitively priced, but so are other hotels).

In the detail of their ‘good night’s sleep’ guarantee, Premier Inn talk about the size of the bed, the type of mattress and the choice of pillows on offer, and even ask for ideas if you (the customer) feel improvements are needed!

They top it all off with the guarantee of your money back if the night’s sleep is not good enough.

This compelling guarantee has catapulted them to No.1 in their sector.

Their guarantee has taken them from a 3% market share to a 12% market share - that's 400% growth!

Click here to learn to build and improve your guarantee to outsmart your competition just like Premier Inn did.

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