“Under-promise and over-deliver,” is an oft-used maxim for a successful business strategy. It makes sense because it allows you some wiggle-room and is more likely to lead to a delighted customer, and to increased referrals for your service.
In the real world of gaining customers, however, it can be somewhat trickier. There can be a temptation, particularly if you are competing for work, to over-promise what you will deliver. This “get the contract and figure out the details later” approach can lead to disaster. You may end up under-quoting just to get the work and discover you can’t deliver what you promised with the resources you now have.
Give your potential clients the confidence that you above all others will deliver what they want. If you can do that well, price becomes a secondary factor. Continue reading