PROMISES
If for any reason it is not possible to give the customer some service he asks for, he should be given an understanding then and there rather than a promise that cannot be filled. “I’ll see to it personally,” the salesman may say, “that these shoes are delivered to you tomorrow.” He then passes along the box in the regular way. It may be delayed for a day, the customer is disappointed because he had planned to use the shoes on a special occasion, and in turn his confidence in the salesman is lost. To the salesman it was a small matter; he took it for granted that the delivery would be made without delay, but he did not “see to it personally,” as he promised he would. He should either have done what he promised, or he should not have offered the service unless he could have carried out the promise as cheerfully as it was made. And that, by the way, is the test to be made of every promise before it is given.
“I’ll let you know when the new style is received,” says the unthinking salesman, in a moment of enthusiasm and genuine effort to serve the customer. But then he promptly forgets his promise and the incident is closed. With the customer, it is different, however. She waits a reasonable time to be notified but receives no word. Naturally she assumes the style has not been received and, being in need of the shoes, she goes elsewhere and makes her purchase. The sale is lost and the chances are great that her future business also will be lost, provided she gets service in making the outside purchase. Taken in this light it is a pretty serious matter, both for the salesman and the house.
Enthusiasm is a wonderful business-building power, but it must be sincere and it must be lasting.