Keep your promises II
October 26th, 2011 by Jaime Polo(Para leer este artículo en español, pulse aquí.)
Focusing on business, making promises and keeping them is a difficult relationship because as more promises you make, the harder it is to keep them.
This becomes specially difficult in the market. In order to attract customers, you have to make promises and create expectations. If your promises are below competitors’, your potential customers will go to them. On the other hand, if your promises are over competitors’ but you cannot make them real, your customers will be disappointed and no longer will buy from you.
As a marketer, you have to create a balance between the promises made and the ones you can perform. It is much better that your customers get a “wow” with previous low expectations than it is to simply accomplish expectations. Perhaps, it is better to have less customers but more loyal.
