One of the keys to being successful at the job or in your own business is mastering the art of the underpromise. WTF is that you ask? The underpromise is simply promising a client a lesser result than what you expect to deliver to them.

…Huh?…Why would you do that?

The reasons for underpromising are quite simple.

1. By setting your clients expectations lower, you will “WOW” the f**k out of them when you deliver your god-like work.
2. Underpromising takes pressure off of you, and gives you added confidence to meet and exceed your goal.
3. You establish immediate credibility with your clients when you propose realistic, tangible goals that are achievable.
4. Underpromising gives you some “wiggle room” to work with in case unforeseen obstacles come up (which they always do).

There are countless benefits to underpromising. I would argue that underpromising actually helps you make more money and demand a higher price for your services. Why? Because people appreciate honesty, and they appreciate measurable results even more. Chances are that if you are invited to pitch a client, then what they are doing is not working. Chances are that they have attempted to rectify the problem internally but did not have the knowledge, time, or expertise to do it themselves. Chances are they know the problem will not be solved without serious effort and resources put into it. Chances are they know the solution is not an easy one, or else they would have taken care of themselves.

Here is where you come in - Give them a bottom line. Offer a guaranteed result. If you are confident in your approach, you will get clients and make money.

When underpromising doesn’t work.

• When you don’t deliver. Sounds obvious, but if fail to deliver then you will likely never get that piece of business again. Underpromising only works when you actually can meet your goal.

• When you gave vague information in your proposal. Underpromisng works best when you give specific numbers and clearly define what your expertise will bring to the table. If you something vague like “I can make your internet site better and make you more money” sounds lame compared to “I can increase your online sales by 10 percent, and implement a social media campaign that will introduce your company’s services to a new demographic”. Which one sounds better?

• When you are timid with your proposal. Since you are promising a result you are clearly comfortable in achieving, confidence shouldn’t be a problem. Don’t wimp out. Get your ass out there and start overdelivering.

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Tagged with: business, career, clients, entrepeneur, owner, risk, sales