There is a tendency among businesses, especially larger businesses that are well established, to claim to do a lot of wonderful things for customers and they end up being a little to a lot disappointed in the results. I guess that this is another spin-off from stockholder pressure for higher profits, yesterday. It has at least a long-term detrimental effect upon sales and profits, as well as a permanent effect on credibility. There is an old phrase "if your word is no good, neither are you!" Dr. Demming professed "Total Quality Management" for decades and it obviously had a positive affect upon the standards of industry in every area but one; marketing claims made as to the promised results.

There are three levels of performance by any business.

1) under-deliver from claims

2) deliver as promised

3) over-deliver what's expected

Level one is also common for ruthless telemarketers, unscrupulous direct mail businesses and a lot of pro-active marketing efforts particularly if the element of "fear" is a part of the marketing message. Larger businesses usually can afford to adjust to long term declines easier and less painfully than most small businesses, had better beware, what goes around comes around. Don't get classified with those deceptive groups of businesses, there are too many choices for consumers.

Level two is the minimum for delivery. If you say you're going to save them $20 per month, you better save them at least $20 per month. People don't usually say thank you for delivering what is expected, they say it with repeat business.

Level three is where extra growth comes from doing the "extra thing". Even though we want to promise as much as possible in order to get the business in the first place, it still behooves you to be a wise marketer. Hold out some little extra service or a supplemental little product or a piece of useful information that means something to the customer but does not lead to more income for you. If you're a cleaner, tell them that all sugar stains must be removed before three months or else they will become permanent. People like to tell others about any exceptional service they received.

If you can't deliver a pre-arranged "extra", at least have your people looked for ways to help as policy. Under delivering is deceptive and leads to abandonment. Delivering as expected leads to repeat sales.

Over-delivering is appreciated and leads to referrals. Referrals are like found money, at the very least, the easiest way to acquire more business.

More on the three ways to develop referrals will be included later.