We Got It Wrong: Never Under Promise & Over Deliver

You know how it is, you believe something for so long, everyone agrees with you, all the books tell you it's true and then suddenly you have a blinding revelation - we've all been duped! You know like my gorilla mates were? (If you're not sure about my gorilla mates then you really need to read the book - we've got a great offer on at the moment!)

And you feel such a chump - how did I ever fall for that - the logic just isn't there - I must have been a fool. Let me explain.

"Under Promise & Over Deliver"

You know the old saying "Under Promise & Over Deliver"? - well, here's the idea behind it.

Buyers these days are ever more ready to complain when something isn't to their liking (yes, even in the UK!) Customers are prepared to walk if you don't deliver when you said you would. Clients are mobile and promiscuous and will change supplier if they can get better service.

So in order to meet these demands, for the last 20 years or so, we've all been applying the mantra "Under Promise & Over Deliver" - for example, tell them the job that'll take 10 days will take 12 and then wow them when you deliver ahead of schedule.

Now, in theory this sounds great - your client can't fail to be impressed at your over delivery! Or can they?

Big Mistake

Now, think about it for a little longer. Mr client comes along and you promise to deliver the project by 2pm on Tuesday, even though you know you can get it finished by Friday. Hey, that gives you the weekend to reflect, Monday morning to add the polish and you can deliver it on Monday afternoon. A great under-promised and over-delivered job! But what actually happens?

The client is delighted - you delivered a day early. But then Mr Client has a few fleeting thoughts; did this mean it wasn't such a complicated project as you'd said? Or could you have actually got it finished by Friday? Perhaps you've over charged him?

Because he's happy you did what you said and within the time scale, he pushes his doubts to the back of his mind.

However, the client now learns to "expect" (that's his job) the service you created in your fantastic under promised way. So, he gives you another project. You give him a timescale and price, again under-promising so you can confidently over deliver with a big smile on your face. The client remembers his thoughts from the last project and asks you to "try a bit harder" on the timescale. You do, because hey, you like the guy. He was really grateful last time.

And so, the next time Mr Client asks you to do something he expects it to be done as fast and efficient and for the same price as before - now he won't be impressed by your over-delivery - this is just his expectation.

And sadly, when you deliver on time and in budget, Mr Client wonders why it took so long. He wonders if he pushed a little harder he could get your price down or your timescale shortened. And he pushes, and he pushes...

You've taught your client that you can do it faster than you've told him. The doubts are there. He wonders if you've lied to him! The shame of it!

And what happens if something goes wrong - if you can't deliver in the real timescale - or the price escalates? Or someone lets you down, or the goalposts change?

The Issues

Now, the issues are a little more wide ranging than the example above.

Some of our clients are even saying that these days in order to get a chance of winning work they have to make big promises (and then work out how to deliver on them ;-)

Quite often the client needs to do her bit to make the project run well - and she'll have her own clients and other things to do!

Increasingly, you're not working on a project in isolation, there may be other suppliers in the equation

This can all lead to dissatisfaction for everyone involved.

So, What's The Answer

Well, taking everything into account, you still need to make promises to your customers, but the answer is in the details. The answer lies in understanding what's important to the client and working with the client to make sure that you can deliver on that. Then over deliver on something you have complete control over.

In our course "Coaches Can!" we talk about the difference between control and influence.

So before I let you into our secret, I'd just like to clarify the difference between Control & Influence. To me, misunderstanding the difference between that which you can control and that which you can merely influence is the biggest reason for client disappointment and feelings of failure.

Control VS Influence (Outcomes and Intentions)

That which is beyond your immediate and complete manipulation is not, whether we like it or not, within our control. So what is within our control?

* Our Emotions and Motivation (although not all of us accept this)

* Our Response To Outside Influences (although not all of us accept this either)

* The Direction We Take In Life

* Every Action We Take

* The Way We Communicate

* What We Say and Do and Promise

* What We Choose To Believe or Ignore

* Inanimate Objects & Tools We Use

Everything else that is outside of us (especially other animals/humans) we can only influence. Here are some examples of things you can only influence...

* Whether Someone Likes You

* Whether People Will Buy

* What Other People Find Important

* Whether People Believe You

* Convincing Someone of Something

* Getting Someone to Do Something (even if you're a hypnotist)

Sure, you can exert enough influence that it seems like control. If someone held a gun to your head, they could probably influence you to do a lot of things. But despite that, they couldn't get you to think different things or feel differently about something because they still only have influence.

Finally, there are some things we have no direct control or influence over... such as the weather, space, time, where we start out in life, but there's no benefit dwelling on the things we cannot do - because it's more empowering to focus on what we can do.

The Solution

You cannot control how your clients feel, but you can influence this. You need to concentrate on explaining the value, rather than the cost. Understanding their real requirements, rather than the standard trotted out time and budget ones. You need to work out what you are in control of and what you can merely influence. And then you need to Over Promise & Deliver on the Promise on those things that are in your control.

Simple ;-)

Speak Soon,

'Dangerous' Debbie Jenkins
debs@debbiejenkins.com

(c) Copyright 2005 www.BookShaker.com

SUMMER CAN BE SLOW FOR BUSINESS
But don't let that get in the way of your success.
This is the ideal time to work on your business
rather than in it. Get 2 F'REE eBooks and prepare
for more success with less effort here...
http://www.leanmarketing.co.uk

I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... http://www.leanmarketing.co.uk

---

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

How Not to Get Stiffed, Improving Your Collection Procedures

Some businesses have slow paying customers or past due balances... Read More

Customer Service A Chickens Way

Anyone who knows me knows my favorite fast food restaurant... Read More

The Drawback of Hacking Off a Blogger Through Weak Process Gaps and Pathetic Customer Service

With all of the recent data theft in the financial... Read More

When the Customer Demands: Give a Discount or Lose the Order

Periodically every sales person encounters the customer who refuses to... Read More

Customer Service and Marketing that Works

Go into many businesses today and try and get service,... Read More

How to Keep Customers

Who was it that said - "The customer is always... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More

Customer Service, Italian Style

Nowadays, we complain nearly all of the time about how... Read More

Customer Service - A Sweet Essence

First let us specifically define customer service. It is the... Read More

The Art of Giving Great Service

Sales is tough to get right, and depends on retaining... Read More

Add Value - And Kill Mediocrity in Customer Service

There are two kinds of customer service we all experience... Read More

Why Cant Microsoft Make Soft Packaging?

Why is it that Microsoft wants you to buy its... Read More

The Logic of Emotion!

Homebuyers are an interesting study. Watching people make their home... Read More

Dealing with People - Words to Avoid

You probably realise how the wrong tone of voice and... Read More

How to Win the Hearts of Your Customers and Friends

Those of us doing business over the internet have to... Read More

3 Special Benefits Every Customer Wants

Every customer looks for 3 special benefits when they do... Read More

Sorry, No Customer Service After 4:00 P.M.

A few months ago, I wrote about ingenious styles of... Read More

How To Boost Your Bottom Line With Two Little Words

I hate to sound like one of those cheesy get-rich-quick... Read More

CRM = Customers (dont) Really Matter

CRM was supposed to bring companies closer to their clients.... Read More

Proofs of Delivery and Logistics: Speeding Throughput and Avoiding Pitfalls

It should be a straightforward business scenario: making sure that... Read More

More Customers - Watch those Little Things

Two situations, two perfectly acceptable experiences, but in one case,... Read More

First Contact: The Source of Customer Loyalty

With customers being smarter, more cost conscious, more product knowledgeable... Read More

The Number 1 Rule for Businesses - Be Professional

Have you ever walked into a store and things looked... Read More

How to Succeed in Business Without Compromising Your Integrity

I spent some twenty years in the corporate world, for... Read More

Customer Service - Winning Customer Experiences

Winning Customer ExperiencesMuch research has been done on what the... Read More

To Complain and Win! - My Personal Recipe

Prime directive: Make sure your claim is reasonable! Otherwise, forget... Read More

You Bever Know Who Youre Serving

You Never Know Who You're Serving when customers turn irate.I... Read More

Dont Eliminate The Middle Man - Add One

Today, there are situations when we actually add a "middle... Read More

Empowering Customer Service Vital

It never fails to amaze me how many companies have... Read More

Take Care of Yourself Before You Take Care of Your Customer

One of the most important questions people ask when they... Read More

Call Center Services - An Ever Increasing Demand

Are your company's call center services all that they could... Read More

4 Tips Toward Overcoming Bad Customer Service

Customer service is the pits, you say. You are not... Read More