What’s the most critical time of your sale? It’s the beginning. In The First 90 Days, Updated and Expanded: Proven Strategies for Getting Up to Speed Faster and Smarter by Michael D. Watkins, he says that “if you promise too much and fall short, you risk undermining your credibility. Even if you successfully complete a great number of projects, but don’t do everything on your list, you will have failed in their eyes.”
It’s the same in sales.
That’s why you have to be very aware of what you promise at the beginning of the sales relationship. Don’t overpromise. You will undermine your credibility. In sales, without credibility you make it much harder to sell, too. It’s tough enough already so underpromise and over deliver.