Don't Over-Promise and Under-Deliver 
You've heard this before - "WOWing" customers is paramount to long-term success in your vocation. One thing you must understand about the concept is that you cannot "WOW" someone if you promise too much and deliver too little. "WOWs" can only be created by skimping on promises, and then pleasantly surprising your customers by delivering more than they expected.
Why do so few businesses in the service profession form the strong ties, for example, that a Four Seasons or Ritz Carlton Hotel achieves with each of its customers? Often times the reason is simple. In sales, we tend to place ourselves in problematic situations by giving prospective customers the answers we think they want to hear. In doing so, we actually set ourselves up for failure.
This failure is often generated by insecurity. Insecure feelings arise when we doubt the service we're offering is unparalleled. That causes us to make unrealistic commitments we fail to keep. For example, mortgage professionals are often asked:
"How long will it take for me to get loan approval?"
A typically insecure mortgage professional might respond:
"I will have your approval by the end of the day."
That is a prime example of setting yourself up for failure. In this scenario, imagine that your T1 line goes down at the office, making it impossible for you to gain Internet access. Then you learn you have to pick up your children at school because of an emergency. Even if you give notification of approval by 10 a.m. the next day, you've failed to make good on a promise.
By contrast, a secure individual will ensure that "WOW" by purposely providing the customer with a response that's definitely possible to exceed. The most critical time to "WOW" a customer is when the relationship begins, when you are trying to establish yourself as someone special, with a unique style of handling business.
At precisely that time, you are most prone to falling short of any lofty expectations you have created. Carefully analyze your presentation process. Ask whether you're giving yourself a fair opportunity to surpass your potential clients' expectations.
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You say, "Don't Over Promise and Under Deliver." I agree, but I also say, "Don't Under Promise and Over Deliver", which by the way, is the common wisdom. If you under promise, you will never get the chance to over deliver. There is too much competition willing to promise more. Would you choose a loan officer or Realtor who under promised? Deliver What You Promise and your customer will be thrilled.
How about, do what you said you can, and then come back with superior service.
It's a good life!
~Raine
We try so hard to live by "under promise & over deliver" and had an EXTREMELY happy client today when we beat our own deadline by 2 full days! :) It's not much, but it sure made them happy!!
Karl,
i think if you do "what you SAY you're going to do" and do it in a pleasant, honest manner, you create a win-win situation for all involved!
Kathy Opatka Re/Max OCEAN CITY, MARYLAND
Steve - Thanks for your comment. I think it's more about setting the proper expectations and not stretching yourself and your resources too thin.
Raine - Yes, it is about SUPERIOR service. The point of the post is to make sure we do not over-commit ourselves or box ourselves into a corner. Since none of us controls every aspect of the transaction, we need to be mindful that we cannot fully control time frames.
Beth - Congrats. Keep creating raving fans.
Kathy - I think the point of the blog is misunderstood. It's not about purposefully saying something will take 5 days when I know it will only take 2 days, for example. The point is to give yourself enough time to get the job done even if something unexpected or our of your control comes up.
My approach is to set realistic expectations up front and make it it my personal goal to exceed that expection. If it doesn't happen, no disappointment but if it does happen, the clients think you're a star.
Karl, this can never be repeated often enough! A disappointed client will not use you again and will not give your name to anyone.
Julie - That's the way to build a referral only business. Keep it going.
Connie - You are absolutely correct. What was that old statistic? An unhappy customer tells 7 times as many people about their experience than a happy customer does.