Promise Less, Deliver More

When I first started my sales career in New York City’s Garment Center in 1973, I was 21 years old and willing to do anything to make a sale. In fact, I was so eager to make a sale, I would promise unrealistic delivery dates to the buyers.

On the surface, it looked like I was doing my customers a favor by telling them I would get them their merchandise quickly. Besides, I had to show them I could ship faster than my competition. But was I helping my customers or hurting them? And, in the long run, wasn’t I hurting myself and my ability to generate repeat business.

Sure I would usually call up, ask for an extension on the delivery date and they would give to me. But what choice did they have? It would be too late to replace the merchandise with something from the competition. However, what effect did my strategy of "Promise More, Deliver Less" have on future business? Do you think customers trust salespeople who do that? Remember, you don’t get many chances to acquire trust.

By promising less and delivering more you are constantly a hero to your customers. You reduce stress, build trust and make it easier for them to plan their business, since they don’t have to worry about late deliveries or blown deadlines. And you know, when you make it easier for people to do business with you, they keep coming back for more.

Southwest Airlines is great at "Promise Less, Deliver More." When I first started flying them, I noticed their flight times seemed longer than those of other airlines for the same routes. I realized, after flying them awhile, this was how they maintained their great on-time record. They always left themselves a margin for error.

Now, you might say, "That’s cheating." But to me, that’s smart. Would rather be told your flight was going to land at 1PM and arrive at 1:45, or would you rather be told your flight would land at 2PM and arrive at 1:45? Don’t we make plans based on the arrival times the airlines give us? Are there others who might be picking us up at the airport or waiting for us at a meeting or lunch appointment? And who would you rather be, the airline that got us there 45 minutes late or 15 minutes early?

One of the keys to success in business is the ability to make yourself indispensable to your customers. When you consistently "Promise Less and Deliver More," you become a trusted resource and believe me, it’s real hard for any client to replace that.