WOW Your Customers

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 Hotelachieves 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.