What’s wrong with over-delivering?
Exceeding expectations is good. It can improve your relationship with your customers and generate interest and excitement around your products. Over-delivering can also be a terrific way to get positive reviews that you can leverage for greater sales.
However, over-delivering can also stop sales before they happen if you are setting the bar too low in order to over-deliver later. The biggest problem with over-delivering for every customer is that it likely means you’re under-promising in the first place.
Red Stag Fulfillment is a fulfillment company, so we like to think in terms of delivering orders to customers. Over-delivering can mean that you’re getting packages to people in two or three days when you say it takes five or six on your website. It can act as a great surprise for many of your customers because they’re getting your products earlier.
However when people see it could take almost a week to get a product but your competitors advertise a shorter window, they could go elsewhere. Why wouldn’t they if the price is similar? The disparity between their want and your initial promise just might send them to Amazon instead of your cart.
Other elements of over-delivering can be hidden in spaces where your customers aren’t using your offering. If you’re paying for 24/7 live support but 90% of your service requests happen during standard business hours, you could be over-delivering and wasting money.