Here’s a secret to business success that really shouldn’t be a secret but it seems like it is: just deliver on what you promise! This applies to any business in any industry, but it’s a simple idea that gets missed all the time.
I was recently chatting with someone from another National Speakers Association chapter, and we were comparing notes on some of the speakers we have brought in to our respective chapters. I have been involved in my chapter for seven years, have been on the board for five years, served as programming chair for two, and was president for one. So yes, I have seen many speakers and been involved with bringing many in as well. My friend was also a board member of her chapter, so she had some good experience as well.
We began talking about the best programs we had seen, but, since we are human, we also wanted to share our “worst speaker” stories (come on! It’s fun to swap horror stories!) But this wasn’t just gossip; this kind of discussion could help us both make sure our chapters didn’t use these speakers in the future (or so we tell ourselves to not feel like awful human beings…).
We both had two different speakers as our worst, but what’s funny is that they were the worst for the exact same reason: They did not deliver what they promised to deliver!
Boom! That’s it. It’s just that simple: They did not deliver on what they promised.
My “worst speaker” story involved a speaker who promised a ton of content but spent so long on the overview theory (which he said would take about 30 minutes of a three hour program) that he never got to the content. He rambled a lot and went on some weird tangents, but never got to the “dozens of techniques” he promised he would share. Boo! That is a failure to deliver on what was promised.
My friend’s “worst speaker” story involved a speaker who promised to give many techniques people could walk away and apply immediately, but ended up sharing mostly examples with little application. This is a common tactic of a speaker who is trying to “upsell” you on their services. It makes the audience hate you. Boo! That is also a failure to deliver on what was promised.
This is a fundamental principle that applies to every business, not just speaking. Sadly, it is amazing how many people and businesses make big promises and then don’t deliver.
Over-promising is a great way to close deals. Just promise people you can do it better, faster, and cheaper than the competition, and you’ll close business. The problem is that if you don’t follow through, you’ll be a dirty, dirty liar. In the long run, you will be punished for your dumbassery. You won’t get repeat business. You won’t get referrals. Heck, you may not even get paid for the work on the current project!
Think about your business or job: do you consistently deliver on what you promise? Do you get things done when you say you will, in the manner you say you will, for the price you say you will?
This should not be that hard or complicated, but for some reason it is.
Here are a few tips to help make sure you deliver on what you promise:
Don’t Over-Promise to Make the Sale
If you are in sales or run your own business, there is an intense pressure to say “yes” to anything the prospect asks for, just to close the sale. Closing sales is great; closing sales that you can’t deliver on is stupid. Stop being so greedy and be willing to walk away from deals that you can’t deliver on.
Think about the cliched situations where businesses over-promise: The cable guy who gives you a four hour window where you have to wait around and still shows up an hour late. The contractor who costs twice as much and takes three times longer than estimated. The mechanic who says the part will be in “tomorrow” but a week later you’re still without a car. We hate these guys. Don’t be that guy. Don’t. Be. That. Guy.
Don’t Over-Promise Out of Pressure
Sometimes we try to give a prospect real expectations, but then they pressure us. “Come on, I know you said it will take two weeks, but can’t you get it done in one? For me…?” Faced with strong pressure (or those danged puppy dog eyes) we cave in and agree to terms we know we will never make.
This problem occurs most often in two situations:
- In an internal situation, when someone within your own company needs something done faster or in a way you can not do
- When you are a “people pleaser” and hate to say “no”
Get over these two things. Saying “no” now is much better than saying “yes” and completely dropping the ball.
Don’t Fool Yourself
Yeah, I’m all for positive thinking, but people get into trouble when they talk themselves into agreeing to things they deep down know they won’t deliver on. For some reason they tell themselves, “sure, I can get it done. If I don’t see my family and friends, take no time off, don’t eat, don’t sleep, and perhaps clone myself for a second set of hands, then yes, absolutely I can do it.”
Honest self-appraisal is a good thing. And not just honesty about what you could do if everything goes great – cause it won’t (see Ding Happens!) – but honesty about what you can realistically get done.
I encourage you to push yourself and do as much and achieve as much as you can. But when you start spreading yourself so thin that you fail to deliver, you have crossed a bad line.
Remember What You Promised
Oddly enough, I think some people fail to deliver on what they promised because they don’t remember. Depending on your particular industry, you may close a piece of business today and start work on it tomorrow. In that case it’s pretty easy to remember what you promised. But if (like me) you sometimes close business weeks, months, or even more than a year in advance you should do two things:
- Write down what was promised so all parties are on the same page
- Review what was written before you start work so you remember
It’s pretty simple, it just needs to be done.
Realize That No One Cares About You
I know, I just said I’m all for positive thinking and now I bust out with a negative line like this. But it’s true: no one cares about you. More correct, once you have committed to something, no one cares about your excuses:
- “Oh, the part didn’t come in.” Wah! No one cares!
- “I have bee so swamped with other clients.” Wah! No one cares!
- “Things have been busy at home.” Wah! No one cares!
Ok, maybe this is harsh. You will have some understanding clients who will get your situation and be flexible. But at the end of the day, once you have committed, that’s all that matters.
Here’s a good saying to tell yourself: “My word is my bond.” Don’t say it if you don’t mean it. (and don’t say it out loud to other people, you’ll sound like you’re trying too hard)
Remember, it’s pretty simple: deliver on what you promise. Do what you say you’re going to do, when you say you’re going to do it, and in the manner you say you’re going to do it. Do that, and people will truly start to believe that your word is your bond…
As a “motivational humorist,” it’s my job to pull life and business lessons from some strange places. For example, “what does a four year old almost peeing herself have to do with you pursuing your goals and dreams?” Quite a bit actually…
Are you planning an event and looking for a great speaker to add humor and energy? Then visit Avish’s Motivational Humorist page now!
