Do what you said you would do…

“Say what you’re going to do and do what you said you would do.”

The formula for sales and marketing success really IS that simple.

Let’s take a closer look at the logic…

Customers want certainty about buying choices.

  • They want to believe in what they’re buying
  • Whom they’re buying it from
  • To be vindicated in their choice of purchase
  • And feel their money was well spent (which is not necessarily the same thing as ‘value for money’)

Let’s look at the possible choices available to customers…
Which one do you most accurately identify with?

Scenario #1: Great marketing, poor service.
You (the business) tell customers about the brilliant service that you provide, but inconsistently deliver upon that promise or fail to deliver it at all.
Businesses that fall into this category are the greatest culprits of giving marketing a bad name!

Scenario #2: Poor marketing, great service.
You (the business) don’t tell customers about the brilliant service you provide, but are perceived to deliver a great service.
Businesses that fall into this category are often considered ‘best kept secrets’ but invariably fail to fulfil their potential.

Scenario #3: Poor marketing, poor (or inconsistent) service.
You (the business) don’t promise customers anything of any great value and either don’t provide a great service or provide an inconsistent service.
Businesses that fall into this category should give up now OR work harder on delivering consistency before they start raving about it!

Scenario #4: Great marketing, great service.
You (the business) have successfully identified what you do best and how to deliver this value consistently to the right people every time.
Invariably these are the brands/businesses that everybody knows and loves, and leading their respective markets. 

HINT: Customers want to be able to depend upon their buying choices.

If you identify with scenarios 1, 2 or 3 then you’re not going to be giving your customer what they want.
So why do businesses so easily fall into scenarios 1, 2 or 3?

Because every business is under pressure to sell more ‘product’ to more customers than the competition in double quick time, expending as little effort as humanly possible.
And sadly the 4th scenario just seems too much like hard work by comparison for most businesses!

The problem is, businesses will too readily shy away from:

  • digging deep enough to get the answers and harness the true value (sought + delivered)
  • working hard enough to deliver their promises consistently to those customers that want it most
  • investing wisely and well enough in marketing to realise their true potential

Instead the majority of these business too easily reach for the quick and futile fix, and forever miss the point.

Call the solution to scenario #4 what you want, but I call this ‘getting your brand right’

And getting your brand right ultimately comes down to a simple formula:
“Say what you’re going to do and do what you said you would do.”

Anything short of this and you’re not going to fulfill your potential or are likely just kidding yourself.