Guarantee what matters most to your customers
What sort of guarantees are enough to compel buyers to buy from you and not your competition?
If your guarantee does not tap into the most pressing concerns of your customers, then it isn’t worth using.
Listening to customers’ most pressing needs gave Premier Inn success in a highly competitive market. The budget hotel market is fiercely price competitive, so, you would think the guarantee made by IBIS Hotel Group would work. Their guarantee:
“If you can find a better deal elsewhere, we will match it and give you an additional 10% discount.”
But here is the IBIS challenge… Days Inn and Formule 1 both have the same guarantee! And Holiday Inn Hotels also provide a best-price guarantee!
They are all the same, except for the hotels with no guarantee in place at all - and Premier Inn...
With these guarantees, IBIS, Days Inn, Formule 1 and Holiday Inn Hotels assume price is the most important issue with buyers.
But do customers really want to be going from budget hotel to budget hotel to save the odd pound or two when they already have a good rate with the first one?
Premier Inn’s guarantee stands out – they have thought about what really matters to their customers, they have listened to their most pressing concerns. Yes, price matters..
But a good night’s sleep matters more when you are away from home and booking a hotel room.
Make your guarantee different from your competition and you’ll stand out, your business will stand out and you’ll win – like Premier Inn did.
So, what’s your equivalent Premier Inn’s ‘good night’s sleep or your money back guarantee’?
Click here to learn how to tap into what matters most to your buyers to ‘guarantee’ success.