give it to them. Dont give them a hassle about it. Dont question them. Dont delay your refund. Give their money back promptly and with a smile.   If you dont, you are asking for legal problems. Ive known too many marketers that simply didnt honor their guarantee by not giving their money back and they got shut down fast. They lost everything because they got greedy.   Unsatisfied Customers Spread the Word with Vigor   As I said before, people have a built in tendency to complain, even when there isnt much to complain about. Imagine what happens when someone really does have a valid reason to complain.   It spreads like wildfire!   Not standing behind your product or service and honoring returns and refunds is committing small business suicide. Even if the authorities dont come after you, all the bad will that you have spread will wreak havoc on your business.   Studies have shown that unsatisfied customers tell nine to twenty other people about your dissatisfaction. I believe this statistic, because once I have a bad taste in my mouth about a business, resulting from a negative experience, I tell just about anybody I can. (Its called revenge.)   How to Breed Ultra-Loyal Customers   Like it or not, if youre a business owner youll get customer complaints and a certain amount of returns and refunds. Its a fact of life. Theres no getting away from it. You cant please everyone all the time. But customer complaints and returns can be a blessing in disguise. You see, 95% of all unsatisfied customers dont complain. They just pack their bags and take their business somewhere else.   These are the silent minority that are killing your business. Instead of being upset at customers who complain, be grateful for them. They are a gift. Customers who complain help you find weaknesses in your business that you need to fix.   Customer complaints give you raw, honest feedback that about real things that are happening in the trenches of your business. Some companies pay consultants breathtaking amounts of money to uncover these weaknesses, while complaining customers do it for free.   But here is the real key to breeding ultra-loyal customers for your business. Unhappy customers are in a prime position to become your most loyal customers. Why? Because their expectations are at their lowest.