Overachieving as a way of getting more customers

Getting customers in today’s economy is not an easy job. One should fight a global recession as well as stiff competition in most areas.

An elegant solution to this marketing problem would be overachieving, to which I propose 2 easy steps:

  1. Make your customers have rather low expectations on your business: have a modest website, a modest portfolio and a modest attitude towards them.
  2. Deliver what they expect from you faster, better or bundled with extra stuff that might prove useful to them.

You can work again on the modesty bit after you got plenty of customers, but at first try to keep a low profile. If you fall into underachieving then you have a real problem: your customers will recommend their pears to stay away.

This is a market strategy used also by Zappos.com. They know that selling sneakers is not a really exciting business, but giving great customer support, free upgrades to overnight shipping and generally trying to give their customer the sensation they are rather important, even in the case of a high volume seller, is what makes them successful as a business. 

You should try doing that for your company on your next clients. Provide them more that they asked for and ask nothing in return. Then, there is a good possibility that they are not going to consider you yet another contractor and tell their collaborators what good job you did. And that’s how you get free advertising.

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