There’s nothing more frustrating than handing over hard-earned money to a company that gives you less than you bargained for. We all know how it feels to receive damaged goods, or to walk out of a shop or a restaurant feeling that we’ve not been given our money’s worth. At best, we tend to grumble (not often enough to the company at fault, but to our friends and associates). So the repercussions for that company’s reputation aren’t good.
On the other hand, think of the times when you’ve been given fantastic, unexpected value. Perhaps it was a particularly helpful member of staff, or simply the knowledge that you paid a fair price for what you bought. It all adds up to a more pleasant experience and one you’re more likely to repeat or recommend to others.
In marketing terms, the phrase ‘under promise and over deliver’ is never out-of-date.
It’s one of the fundamental rules that apply to every successful business, no matter what you sell. Setting the right expectations at the outset is critical.
For us, a well-designed brand assists the marketing cause if it helps to send the right message to the right customer. A functional brand can be just as rewarding as a luxury one, as long as it’s appealing to a customer who needs a more practical outcome.
Under promising isn’t about selling yourself short.
It’s about marketing your business in a way that enables customers to form fair assumptions about the price of your product or service, and how competent you are at delivery.
Good marketing means managing expectations. It’s not easy – chances are you operate in a competitive environment so you want to put your best foot forward and win all the business that comes your way. After all, we all know that first impressions count. However tempting it may be and whatever the competition is doing, don’t fall in to the trap of making promises you may not be able to fulfil. It only leads to disappointment and damage to your reputation (not to mention, sleepless nights…)
Do more than you say you can do.
When you set the right expectations, it’s so much easier to add the finishing touches that create an outstanding customer experience. It needn’t be costly – taking the time to understand your customer and to give them good advice has enormous value. So does responding in a helpful manner to an urgent request, or delivering your goods/service faster than expected.
Surely doing, rather than saying, is the best route to growth? What do you think?