Deliver on the Promise

Too often I have read, even in this forum, about how to gain business you should sell to potential customer knowing his name, his dogs name, the golf handicap, etc. I have written often saying that this is basically "bunk". Finally, I have found an article that speaks to the real issues about marketing and selling. Titled" Stop trying to delight your customers" found on page 116 of the Harvard Business Review, July-August 2010 edition. 

I have found in my selling and being sold on something that delivering on promises and meeting a customers expectations is critical for good and repeat business. Frankly, make promises one can keep and keep them. I really believe that in selling professional services or in selling any thing of value a salesman should know the potential customers name and his ability to make decisions. But beyond that he should know what he is selling and what the customer can and will buy. And that after sales support, as in delivering on the promise, is of utmost importance.  

As a buyer I am offended that a salesman knows my wife birthday or my golf handicap and expects me to be "dumb" enough to buy his product based on that BS.       

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  Jerry Tarasofsky

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