Whether you sell services or products, offer the highest standard of guarantee that’s possible for your business. Customers will take notice.

For example, here’s the guarantee offered from retailer Eddie Bauer: “Every item we sell will give complete satisfaction or you may return it for a full refund.”

Goliath chain stores are tightening their return policies. They’re getting stricter about requiring receipts. They’re limiting the timeframe for returns. The policies are short-sighted because they annoy and inconvenience customers. If your small business can be more generous on refund and return policies, you’ll gain customers.

Service businesses must take a different tact. But they aren’t exempt from guarantees. For instance, a local house painter in my city guarantees no paint drips or spills on interior floors or carpets. A housekeeper guarantees a “white glove test” or the next cleaning is free.

Your small business should do the same. Offer guarantees that tell customers you aim to please. That’s another way of extending your customer service.

Make your guarantee clear. Spell out the terms so every customer understands.

For instance, “If you’re not completely satisfied, we’ll refund the full amount of your purchase within 30 days. No questions asked.”

Phrase your guarantee in positive terms. “We’ll gladly refund your money when returned merchandise is accompanied with a receipt.”

Here’s a guarantee from a dry cleaning shop: “Men’s shirts in by 9, out by 5 or your order is free.”

If possible, avoid “restocking fees,” an infamous tactic foisted on buyers of computers and electronic equipment. Consumers see that as a cheap shot.

State your guarantees on invoices, sales receipts, your Web site and in your place of business. Make sure customers are fully aware that you back your products and services with the promise of customer satisfaction.