Is your word your bond?

Peter Crocker

‘Gumps’, the oldest member of my family, is a 91 year old country stockman. Back in the day, he did big deals on nothing more than a handshake. But it seems promises are getting increasingly casual. Is your word your bond?

Gumps was telling me that a couple of water bills that showed usage a little on the high side, prompted him to drop by his local water authority. It wasn’t the cost he was concerned about, but the wastage.

He was greeted by a ‘young fella’ who assured him the water used was within the normal range for a couple. Gumps, who has two huge rainwater tanks and is quick in the shower, insisted that they didn’t use that much.

Eventually he was told “Let me look into it for you and let you know if I find anything.” Gumps headed off unsatisfied, expecting to hear nothing more of it.

Millions of casual promises are made in business and life every day:

“I’ll give you a call tomorrow.”
“I’ll be there at 3pm.”
“It’ll only take 5 minutes.”
“I’ll send you a quote first thing.”
“I’ll make a decision next week.”
“Your call is important to us.”

Mostly the intentions are genuine, but often they are meaningless utterances said out of habit. The problem is that they erode people’s trust in your ‘real’ promises and reliability.

I like to finish business conversations with a commitment to action or ‘next step’. I know, however, that I need to keep the commitment or not make it at all.

The good news is because people are used to being let down in a world of casual promises, it’s easy to set yourself apart just by doing what you say you’ll do.

That’s why when Gumps received a letter and cheque in the mail a few weeks later he was so astonished that he’s been raving about the great service ever since. Why? All because the young lad had simply “looked into it and got back to him” as promised. And it was their error in the first place!

This level of service should come as standard, but it’s rare.

It’s the same old but true chestnut; under-promise, over-deliver. Or as Elvis would say “A little less conversation, a little more action.” I’d love to hear your thoughts, I promise.

Until next time, love your work.

Peter Crocker is a director of Flying Solo responsible for the areas of marketing and advertising. He is a business copywriter specialising in websites, videos and marketing communications.

28 comments | Add your own 1 2 3 4 5 | Next» View all»

I use the TO DO LIST with MYOB business management software to remind me to follow up with customers, on those promises. Heather Smith from Brisbane
I use a diary.
Customer service is very important to my business so if I promise to do some thing for someone I set a time and a date and keep to it. However should I find it impossible to keep my commitment I alway phone and let them know what is going on so they are kept informed. Seems to keep the customer happy patrick Burgess from north Ryde NSW
Great article Peter. I make use of Outlook for following up reminders. My word is very important. If I promise or make a commitment, it is important to me that I do it on time or keep the person informed if, for some unknown reason, I am unable to fulfill the promise. I then advise them of alternatives. Integrity is essential for both business and personal relationships. Karen Curran from Springwood NSW
We no longer need to look for new customers, they come to us in the form of referrals. My competitors often ask what it is I do that brings me in so much business. The simple answer is deliver exactly what I commit to or promise that I will. You're right so many customers are used to being let down so when a supplier comes along that delivers on all their promises, it's no wonder they are delighted. It's not rocket-science. Many companies spend thousands of dollars with "business professionals" advising how to bring in new business.... just do what you say you're going to do!! Gina - Business Print Services from Brisbane
I agree with all of the above, and essentially to use whatever "tool" you need to ensure you follow up. And another maxim - "undersell and oversupply". Kevin White from Cairns
Customer and service are two words that are seldomly used in the same sentence these days. I focus on this alone and it wins me business everytime. Grant McDuling from Brisbane

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