Let Prospects Kick Your Tires

August 2006

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.

“Mint Condition Creampuff!”
Overpromising to win work isn't all that different from how a used car lot will attract business. That well-worn sedan at the back of the lot suddenly becomes a creampuff with low miles, perfect interior and every option you can imagine. And at the low price plastered at the top of the ad, it seems too good to be true!

Those lofty expectations are sure to draw plenty of attention. But you’re in for a rude surprise once you see the car in person. The paint doesn’t exactly “shine”, and the car certainly isn’t in “creampuff” condition. Once you get behind the wheel, every squeak and rattle is magnified; that car dealer has already lost your faith. Suffice it to say, that low asking price sounds like a king’s ransom at this point.

As customer demands increase and turnaround times get shorter, it can be tempting for graphic arts professionals to tell customers whatever they want to hear to bring in 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. If you choose to take a job that will require outsourcing, choose a provider you trust and verify their capabilities in advance of accepting the project. Letting customers kick your proverbial tires will help you become a preferred partner that can be trusted – and leave overpromising to the used-car guys.

What Grow Sales, Inc. Can Do For You
Since 1996, Grow Sales, Inc. has helped graphic arts companies develop innovative growth solutions. Our focused communications, web and graphic design, public relations 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.

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