on a limb. Don't be afraid to provide a strong guarantee because statistics are on your side.   The large majority of guarantees are never executed. There's a erroneous perception that if you provide an aggressive guaranteed that a slew of customers are going to take advantage of you. That's simply not true.   Most people DON'T...   1. Send things back when they get broke.   2. Ask for their money back if they are dissatisfied.   3. Complain when they are frustrated.     Why? It's human nature not to be disruptive. Most people are passive and don't take action to resolve conflict.   Your Warranty   Warranties are like insurance, they provide security in the case that something goes wrong. How many of you who have been paying for insurance for years and years have actually made a claim? Statistically, very few will ever make a claim on their insurance and the same goes for a warranty.   So, like guarantees, why not provide a strong warranty?   If the part on a hot tub usually lasts for seven years but statistics say that most people only keep their hot tub for seven years why wouldn't you provide a 'lifetime warranty?'   You might have a few people take you up on the warranty after seven years but the perceived value of a lifetime warranty will far outweigh the cost of honoring a lifetime warranty. In fact, you can provide a perception of a strong warranty just by providing a phone number or physical address to call in case things go wrong. Most people won't use it and if they do, studies say that it will be used only within the first three months of ownership.     Pay-for-Performance   And if you really want to make your offer 'risk-free' you might consider a 'pay-for- performance' offer. Pay-for-performance is when you give the product or service away with the agreement that the customer will pay only when they've received the benefits of your product or service.   This is the ultimate risk-free offer because it's as close to offering your product or service for free as possible. If your product or service doesn't perform, you don't get your money.