This time I'm returning again to one of my old themes, "Once the customers get to know us, they love us. The problem is getting more of them to know us."
Wouldn't it be nice if enquiries could arrive so pre-qualified that they already 'know' you well enough to already 'love' you.
Some people believe that trust takes a long time to build, but it only does if you let it! The element of trust with the longest time-frame is that of reliability; the certainty that you will deliver on your promises.
So it is wise to make more than long-term promises. Making shorter-term promises is an essential trust-building strategy. The simplest promises - fulfilled, of course - will build your 'reliability quotient' without question.
How simple? "I'll call you tomorrow" or "I'll put it in tonight's post" will do just nicely. So you should rarely pass over any opportunity to make and keep a promise. At every turn, separate promise from delivery wherever you can and so build people's trust in you.
We are often urged to under-promise and over-deliver, but I suggest you should do so sparingly. Unexpected pleasant surprises are hugely welcome at Christmas and Birthdays, but at other times why not flag up what you are about to do, and then do it!
If you were to gain a reputation for always under-promising and over-delivering, might it be self-defeating as your over-delivery would become the norm. But then again, you could be relied upon to do so!
Monday, 16 February 2009
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