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Give Customers Their Money’s Worth

March 27, 2006 By Joe Rawlinson

When people buy your product or pay for a service, they are looking for a return on their investment. They come into the purchase with certain expectations of results.

I recently attended a conference where I paid extra for two half-day seminars. The morning seminar was amazing and I learned a lot from two industry leaders.

After lunch I headed to my second seminar with a different presenter. The afternoon was a complete disappointment. The presentation style was disjoint, random, and hard to follow. The presenter made assumptions about his audience that were often flawed and he didn’t even follow the “official” time schedule.

After filling up about two-thirds of the time, the speaker called it a day. This was after two unscheduled breaks. What? Did I not pay for a half-day seminar? You can’t just stop! I want more. I want my money’s worth!

And so do your customers. They pay you for something. You better deliver.

Keys to Delivering Great Value

  • Know and meet your customer’s expectations
  • If you’ve set expectations for time, content, or quality, you must fill those expectations.
  • Follow the rules of normal conduct. Breaking with routines can be dangerous if it is unexpected.
  • Ere on the side of caution. You can always underpromise and overdeliver.
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