Grow Sales, Inc. - Resources

Home | Our Services | FAQs | Resources | News, Jobs & More

Set Expectations You Can Meet
October 2004

To many salespeople, "setting expectations" sounds a lot like "lowering expectations". What setting expectations really means, however, is making sure you over-perform on the promises you make, rather than under-performing on promises that are out of reach. When you present your company's capabilities honestly and accurately, you'll find that customers will count on you to make realistic promises - and will be thrilled when you keep them.

Don’t over-promise and under-perform. Communicate open and honestly with prospects about your capabilities, and let them kick your proverbial tires. The trust that will result will help you build long-term customer relationships.

"She Runs Like a Dream!"
Under-promising and over-performing in graphic arts sales isn't all that different from how you might sell a used car to a private party. Let's say your well-worn hatchback has to be sold to make room for a more family-friendly vehicle. You place an ad online and in a few papers extolling the car's virtues and features. As replies roll in, you excitedly tell your "prospects" how wonderful the car has been for you. "She runs like a dream; not a scratch or stain on her!"

Your prospects can do nothing but take you at your word. Since you've set such lofty expectations, plenty of prospects have expressed interest in meeting you for a test drive. While you've already relayed the basics - make, model, mileage, and general condition - they know nothing of the car's history other than what passes from your lips.

The real test of occurs once your prospects hop in behind the wheel. Suddenly, every little noise and rattle is met with raised eyebrows; they were expecting to drive a car that's in tip-top shape! Instead, every problem is magnified as prospects begin to lose trust in you. It's highly unlikely that any of these prospects will meet your price at this point.

Let Prospects Kick Your Tires
As customer demands increase and turnaround times get shorter, it can be tempting for graphic arts sales professionals to over-promise to win work. However, blown deadlines and lost trust in the eyes of customers and prospects is far more detrimental to your business than a lost job. Be honest about your company's production capabilities and ability to meet their demands. Letting customers kick your proverbial tires will help you become a preferred partner that can be trusted to keep promises.

What Grow Sales, Inc. Can Do For You
Grow Sales, Inc. has been developing innovative growth solutions for graphic arts companies, including informative sales techniques, since our founding in 1996. Our focused communications, web site design and sales support efforts help you become a trusted partner in the eyes of customers and prospects. Get in touch with us today to find out what the team of GSI advisors can do for you.

Back to E-Tips