Overwhelm, under-promise, over-deliver

Apr 15 2010 by Richard Lane, The Journal

IT is possible to build powerful relationships quickly by setting realistic expectations then over-delivering on your promises.

Lots of small and regular successes can quickly secure your position as a trusted and reliable resource in your customer’s mind – the road to becoming the Holy Grail, “Partner of Choice”.

In my sales coaching work, I always stress the importance of effectively managing expectations. When building relationships with either prospects or new customers it is important to quickly build an aura of reliability and pro-activity. Of course, when I say “under-promise” I don’t mean set the bar so low that your customer is wondering if you are going to actually do anything. If you deliver early on a commitment the customer thought was easy then you are not doing yourself any favours. You need to overwhelm whilst under promising.

Overwhelm. Under-promise. Over Deliver.

It may be your rapid response when returning their call, the value of a solution you present, your understanding of their needs or the support and service your business executes. Anything and everything can increase your stock.

I recorded two podcasts with Craig Elias last year (available from my blog, www.sellingatahigherlevel.com) during which he made a terrific comment; “We treat our great customers in a special way. Why then don’t we treat those that we want to be our great customers the same way?” A brilliantly simple reflection.

With this in mind, here is a quick exercise you might like to try:

Think about how quickly you react to your best customer today. Think about the types of information you send them. Think about how pro- active you are with them. How quick you are to troubleshoot and resolve any and all challenges that occur?

Now think about how you work with your prospects. Think about the top 10 prospects you are hoping to convert into great customers during 2010. How well do you know them? How pro-active are you with the information you send them? How quickly do you respond to their enquiries? How hard do you push your internal support teams to deliver the same service that your best customers get from you?

Is there a gap between how you respond and perform for your best customer versus how your business reacts and responds to potential customers? If so, find an opportunity to think through a strategy that will enable you to treat everyone as if they are your greatest customer.

Treat your prospects as if they were your best customers. You will be amazed at what can happen. Effectively manage expectations to your advantage: Overwhelm, under- promise, over-deliver.

Richard Lane is managing director of Morpeth-based sales improvement firm Engleby Associates