• The Secret of Building a Strong Reputation

    edited by Alexander Becker

    This post is part of The Foundations of Your Personal Brand Series.

    Your business depends on your integrity while your integrity depends on delivering what you promise.

    Consider two scenarios. You sense that the new client brings some great business. The first job needs to be completed as soon as possible and you want it to get the follow-up business.

    1. You estimate how long the job takes, you project a completion time that sounds good and acceptable to the client but you know is probably impossible to achieve.
    2. You do not estimate but instead you convince the client that his job will be treated as a priority and will be taken care of with all the resources you have. You immediately start working on the job and you get back to the client as soon as you know the time frame for definitive completion.

    Scenario #1 is based on your belief that the client is off to the competition if the production time seems to conflict with his own projection or deadline. This is fear-based thinking and you end up apologizing (see below).

    Scenario #2 is the way to go. It is your job to communicate that you are the best to get the task done without getting into specifics that will eventually turn out suicidal for your business -- having to deliver on your word despite the fact that everything has changed but the client's mind and expectations. Avoid the trap of running after your own word.

    Your clients and customers take your vague estimates and treat them as promises. It's the only thing they have, after all. Whatever you state, you give your word. Whatever you say, guess, or estimate, make it as accurate as possible or avoid saying anything at all. Do not give any numbers or time frames before getting acquainted with all the required information.

    When stating production or delivery times, it is almost always preferable to generously pad the time needed. Do not over-promise only to prevent the customer from asking the competition for a quote. You will have to apologize to a client you only gained with promising too much only to have him later, unable to leave, wait for your services to complete. You will apologize to a client who won't bring you any more business.

    State accurate times and amounts, to the best of your knowledge, not according to your hopes or fears, even when the services rendered are taking longer than the client expected. Educate your customers about production times and requirements and have them base their estimates and expectations on the newly gained knowledge.

    Your client's deadline is your client's deadline. If you know you won't be on time, immediately communicate this. Make a plan to get as much done as possible, try to help your client with his deadline but never promise the impossible. A client who knows that you do everything to meet his deadline will be your grateful client.

    Compete with vigor, compete fairly, honestly, and trustworthy. Always under-promise and over-deliver.

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