Say and Do

When I was working in the beverage business, one of our more…let’s say “seasoned” salespeople had a penchant for quotes. One of his favorites was, “After all is said and done, a lot more will be said than done.”

We’ve all done it, been victims of it, seen others do it. It is human nature. We get excited about the “possibilities”. Our enthusiasm takes over, and, like at a buffet, our eyes are bigger than our stomachs. Only in this case, our ideas are bigger than our ability or willingness to execute.

That’s OK when you are brainstorming or in the early stages of a plan. But once you put it out there and use it as part of your messaging content, you are on the hook for it. That means you have to find a way to execute on it. If you can’t, you need to say so. If you don’t, you will lose your credibility.

When you say you are going to do something, especially for your customers, you have to follow through. And when you make a promise about what your product will do, you have to deliver.

It’s about being real. Authentic. Credible. Trustworthy. It’s about building long-term value in your brand, something that is going to last beyond one big score. It’s about developing raving fans.

And the only way to make that happen is to do what you say.

add to :: Digg it :: Stumble It! ::


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