Some years ago I worked for a clothing cataloger that offered a no strings attached, lifetime money back guarantee. Occasionally we received a tattered well used article of clothing back 2-3 years later, but mostly the guarantee worked for us. We were pioneering organic fiber fashion and as a company wanted to do everything we could in order to reduce the risk that could have a negative effect on a purchasing decision.
A good solid guarantee is an important part of the selling process. It tells the consumer that you stand behind your products and you are truly focused on your customers needs. Showing your guarantee prominently on your website and your catalogs makes good sense, and in my opinion should be heavily promoted as part of your offer.
Also in my opinion, and I cannot stress this enough in the age of social media, is for management to offer the best possible guarantee they can, and then back it unconditionally.
Take a look at your company’s warrantee. Is it clear, simple and to the point? If not then simplify it. Make it so easy even a child can understand it. Why? The internet and social media are the great equalizers and simple things like upsetting a customer with a hard to understand guarantee, will wind up being tweeted, Yelped and status updated.