Stop Overpromising

Stop Overpromising

By Chuck Wall

Chuck Wall is founder of Customer CEO, a marketing consultancy. From Customer CEO: How to Profit From the Power of Your Customers (Bibliomotion). ©2013

Just because your competitor promises something doesn’t mean you have to do it too. I know a large residential air-conditioning company that decided to promise one-hour service dispatch just because its competitors did. Unfortunately, there was no operational plan in place to deliver the promise. It just sounded like a good idea to the boss because he was tired of hearing his competitors’ radio commercials on the commute to the office. Customers are smart; they know a marketing gimmick when they see it. I guarantee that knee-jerk promises will do much more harm than good.

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