Do a Google search on developing a business or building a brand, and literally millions of pages will pop up with advice. Some ideas are good and fresh, others are tired, and there are hundreds that are tried and true. If you ask me, though, one of the best, no-fail ways to build a business, brand, and reputation is to honor your commitments.
Seems pretty straightforward, doesn't it? Well, it is! But it requires a certain attitude that tends to be harder to come by and still more so to maintain: You must be able to hold yourself fully accountable for the promises you've made. I can speak from experience when I say that it's sometimes hard not to be swayed by the sale (or other opportunity). Eagerness to profitably grow your business can lead you to make bigger commitments than you are realistically able to keep. This may mean taking on super-tight deadlines, agreeing to projects for which you don't have the resources needed to complete them, or even just giving a dangerously steadfast "guarantee" of success.
Rather than over-promise and under-deliver, be reasonable in the products or services you say you can provide. Work with the client to determine solutions that you both feel comfortable with, and if none can be found, don't be afraid to let go of the sale. Don't let desperation-let's call it what it is-override common business sense. After all, the inevitable result of making larger-than-life promises is disappointing the client and potentially damaging the company. Instead, make commitments you are confident that you can keep not just well, but exceptionally-and honor those commitments always. Few things define a successful businessperson more than honor.
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