1. Over deliver, but don't over promise
Most companies do just the opposite. They want the sale so they promise their customers the moon but then they fall just a little short. They might have provided exceptional customer service, but excellent service loses its luster if it falls short of the promise. In fact, it’s worse than not promising at all. The bottom line is that you must organize your business so that you always exceed, but absolutely never fall short of a promise to a customer.