Commitment Management

Another way to look at Business Development and Marketing

Everyone makes promises to customers for something different, something better than the other guy, but the reason your customer buys from you is because:

1. He or she needs what you’re offering more than what it costs, and

2. He or she believes you’re the best person to keep that commitment

So, if you’re marketing isn’t pulling in the work, it could be because what you’re offering, (committing to deliver), isn’t useful enough or big enough or, your customers don’t trust that you’re the best one to deliver that work.

So, if we look at marketing as the fulfillment of building trust and the successful execution and delivery on those commitments, then it would be wise to be practicing commitment management inside our companies all the time. Since it stands to reason that the better we are at delivering what we said we would, the more customers trust you, the more they want to use you, and the more successful you will be.

Here is a link to a very good article on a study done by Harvard Business Review on Commitment Management.

Tagged as: Customer service, Marketing, Sales, work smarter