Service What You Sell

If you can't sustain it, don't explain it.

While looking for houses today, our real estate agent told my wife how she would love to get her husband opening her car door the way I do for Cindy. We've had many people compliment Cindy for "training" me right. What they don't know, is that it's been this way for 18 years (17 in marriage). When we were courting, it was a bit of a chore. Not the action, but getting to the door before Cindy opened it.

A few years back, a friend of ours saw Cindy driving the car and his jaw dropped. "Didn't think I knew how to drive, huh?" Cindy asked. "I didn't know you knew how to open the door," was his comeback.

Once when we were leaving a restaurant after a family get-together, my brother just about plowed into my wife from behind. When she got to the door, she stopped and waited. Didn't even put her hand on the door. Who trained who, I ask.

Cindy has certain expectations based on my presentation and offer (when we were dating). Now it's my job to service the sale. After we got married, if I had stopped opening doors, I'd have been guilty of lying, don't you think? I do (and I'd bet Cindy would agree).

In business, it's the same way. If you say you can do something - whether in conversation or copywriting (or better yet, conversational copywriting), you better make sure it's sustainable or you come across as a liar. Best intentions followed by multiple apologies won't work for long.

Here's one situation that really has me wondering. Last month, I began working on building a business relationship with a local tech firm. I didn't think we'd do business together, but maybe we could point our clients to each other We weren't providing the same service, but we have a similar client base. One of the things that impressed me was when the owner said, "I believe words should be followed by actions. Don't just tell me you can or will do - just do it." I was sold.

A few days later, I ante'd up first by sending him a project/prospect that was way over my capabilities. I asked if he'd be willing to give the guy a call. He assured me he would. That was three weeks ago. The prospect emailed me yesterday, asking if I had put his project in front of anyone. What happened? The guy never called the prospect. So much for actions over words.

I'm an optimist, so I prefer to think this tech firm just got busy. But still, in business...in any endeavor...a key ability is sustainability