"Losers make promises they often break.  Winners make commitments they always keep."

    Denis Waitley 

When a prospect decides to do business with you they do so anticipating that your business will fulfill an often unspoken promise.

Do you realize that when people make a purchase from your company or agree to utilize your services they do so because they anticipate that the product or service they are buying is going to meet some need or want of theirs.

Unbeknown to most of us this is analogous to making a promise. Your business suggests through it's marketing, advertising, positioning and sales message an offer to satisfy that need for your customers. Through our communication we suggest something like, "If you do business with us we will meet your need." That's a promise. Sadly most businesses don't do a good job of meeting the promise. Some resist the idea of making a promise. "We can't promise anything," they say. "There are no guarantees," they often continue.

Those that say that straddle the fence when it comes to committing to provide stellar service, quality, excellence and fulfillment. They play it safe. And those that play it safe have a hard time differentiating themselves.

Nordstrom's promises…

McDonald's promises…

Southwest Airlines promises…

Domino's promises…

Apple promises…

Geiko promises…

I suspect you have heard the saying, "under promise and over deliver?" I believe we must bring alignment to what the customer wants or needed and what we WILL deliver. If we want to WOW the customer with a value added service like making them feel valued and important or creating exceeding confidence and certainty in your products or services, that's great.

We must know exactly what the client is expecting. Then make sure we are sending a message that communicates that we intend to meet those expectations. Then we must deliver on it.

Imagine how powerful your message and company could be if you promised your clients you would…

Save them 20% on their logistic services.

Increase their ROI on their Internet marketing activities by double digit numbers.

Eliminate all their worry when it comes to HR related issues in their business.

Provide a dining experience that is like a new adventure every time.

What promises is your business making that really matter to your prospects and clients? I welcome your feedback on this question.