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by Steve MarrEvery day in business, you make promises to your customers. Some are explicit, others implied, but each one ultimately affects the success or failure of your business. Nothing builds customer confidence and loyalty more reliably than a history of well-kept promises. By the same token, nothing will undermine your reputation faster than a string of broken commitments.
Promises we take for granted
Implied promises, though often unnoticed or taken for granted, can be every bit as powerful as expressed promises. Everyone recognizes a commitment has been made when you advertise "the lowest price in town," or say to your customer, "I'll fax you the quote by noon," but have you considered all the implied promises your business makes, such as that a part listed in your catalog will be available for order; or that your restaurant serves meals that won't make a customer sick; or that a customer who walks in the door five minutes before closing time will receive the same friendly service as everyone else? How you fulfill your promises either strengthens or weakens your relationship with your customers.
What the Bible says about keeping promises
Scripture is clear on the importance of keeping promises. "If a man . . . takes an oath to bind himself . . . he shall not violate his word" (Numbers 30:2). Jesus said, "Let your statement be, 'Yes, yes,' or 'No, no'" (Matthew 5:37). King Solomon wrote, "It is better that you should not vow than that you should vow and not pay" (Ecclesiastes 5:5).
How to avoid pitfalls that lead to broken promises
Three common pitfalls can hamper our ability to fulfill your promises: over-commitment, pressure, and bad habits.
1. Are you over-commited?
Over-commitment is an easy trap to fall into. In our zeal to meet a customer's needs, we may promise to deliver by a particular date without realizing we have made a prior commitment to complete other work. Develop the habit of stopping long enough to consider your workload, evaluate your resources, and determine if you are able to meet the new obligation. Jesus taught, "For which one of you, when he wants to build a tower, does not first sit down and calculate the cost, to see if he has enough to complete it?" (Luke 14:28).
2. Do you know how to say "no?"
Sometimes a customer will pressure us to agree to a deadline we cannot meet-or that we can meet only by dropping other commitments. Sometimes we're afraid to tell a customer we can't deliver, because we don't want to face the pressure, or we don't want to make the customer angry, or we're afraid of losing important business. At times like these, we need to be careful not to allow our fear to goad us into making a promise we can't keep. Remember the words of the apostle Paul, who wrote, "God has not given us a spirit of timidity" (2 Timothy 1:7). More often than not, your customers will respond well when they understand that you only promise what you can deliver. You may lose an occasional order or a job, but your credibility will remain intact. When the pressure's on, ask yourself, "Am I making this commitment based on the knowledge that I can follow through, or am I just trying to lock in the business?"
3. Are you organized?
Poor organization and administrative habits often contribute to broken commitments. We might agree to send a quote, but then forget to write it down - or we misplace the specifications. Or we fail to communicate with our staff, so that no one else knows about the promise we've made. If a sloppy system or poor habits are causing you to break commitments, resolve to improve your processes - and then follow through.
Even the most effective business people will occasionally fall short and fail to honor a commitment. When that happens, the best solution is to contact your customer immediately, confess, apologize, and explain how you will correct the situation. Proverbs 28:13 says, "He who conceals his transgressions will not prosper, but he who confesses and forsakes them will find compassion."
Customers don't want excuses. And don't ask your customer to bear the consequences of your mistake. Accept responsibility, go the extra mile, and make good on your commitments. Promises made - and kept - will strengthen your customer relationships and prosper your business.
Steve Marr is a business/ministry consultant and author of the book Business Proverbs. His daily radio feature, "Business Proverbs" is heard on 1,000 radio stations. He is the former CEO of the fourth largest import-export firm in the United States. For more of his articles, visit: http://www.businessproverbs.org.
