Sold!

»I phoned a local business and the call went into voicemail. The individual’s greeting was pleasant, with the assurance that all phone messages would be returned within two hours, so I left a brief message. Three weeks later, as I write this column, I still have not received a return call.

In this situation, the person I was calling did not know me. Perhaps they were very busy the day I called, or maybe they thought I was soliciting. Either way, a blanket promise of a return phone call within two hours should not have been made. My reason for calling was to make a referral that might have brought them new business. Unfortunately for this person’s business, that connection will never be made.

There are times in sales when it is easy to make a promise that one feels a business client wants to hear. Although it is admirable to provide excellent customer service, it might not be realistic. For instance, you might be tempted to promise that a proposal or contract will be sent to a client by the end of the day. Again, this may not be possible given your workload, schedule or need for approval by a senior manager.

Strive to give the best customer service, but remember that a promise broken is worse than a promise never made. Prioritize those must-do return calls, contracts and proposals, and always be sure to get back to everyone. A polite “no” is part of doing business, just as hearing “yes” is music to a salesperson’s ears.