The cost of sales: why over-promising is a problem

Sales teams are an essential part of business growth. They secure clients, and generate revenue. But what happens when the sales team, under pressure to meet quotas, starts making promises that are difficult to keep? Product teams are put under pressure to deliver capabilities that weren’t planned to a deadline they have no control over.

We often see this tension between the sales and product teams. It tends to occur when the two groups operate in silos, with minimal communication during the product development or sales processes. This means sales have little opportunity to influence the product roadmap based on what they hear from customers, and product are left to deliver features that don’t exist yet, or commit to unrealistic timelines. 

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‘Over-promising’ in this way has serious implications. It puts product teams under pressure to "hurry up and deliver", often causing frustration and resentment. This leads to friction between sales and product teams that is neither conducive to solving the current situation or working together constructively in the future.

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Additionally, making promises that can't be kept gives clients unrealistic expectations and sets them up for eventual disappointment. Being a tech vendor who doesn't deliver on their promises can damage a company's reputation—so it's important to be realistic about what you can achieve with a project.

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Better Strategies for Setting Expectations

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The best way to set expectations is to get internal alignment before committing to a customer opportunity. This doesn’t have to involve hours of meetings, it can be done through fast, fun workshops that ensure sales understand the product upfront and quickly identify gaps during the sales process.

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Here are a few steps to build into your design process that will prevent  the problem of over-promising:

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Make sure sales teams are trained on the product

This might seem like an obvious one, but it's important nonetheless. If sales teams have a good understanding of the product, they will be less likely to make promises that can't be kept. Make sure to keep them in the loop on new features and changes.

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Get product, sales and clients in the same room!

This is easier to achieve than you'd think. If you have a meeting with a potential client, make sure that someone from the product team is present. This will ensure that everyone is on the same page from the start, and that promises made by the sales team are realistic and achievable.

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Workshops

Workshops are a great way to get everyone on the same page. They allow for open dialogue between all stakeholders, and help to ensure that everyone understands the project goals, and is aligned on the approach.

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Define your scope early on

It's important to have a clear understanding of what you can realistically achieve within the timeframe and budget that you have. If the sales team is promising more than can be delivered, it's important to have that conversation early on.

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Get everyone on the same page

Make sure that everyone involved in the project understands the scope and goals. This includes the sales team, product team and clients. Workshops and meetings are a great way to ensure that everyone is aligned.

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Partner with a reputable product team

If you would require some help to achieve the promises you've made to clients, it's a good idea to partner with a reputable product team. This way, your team will gain from their experience and expertise, and you can be confident that the project will be delivered on time and to a high standard.

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When it comes to setting expectations with clients, communication is key. It's important to make sure that everyone involved in the project understands the goals, and that the sales team consults with the product team throughout the sales process. It's important to be realistic about what you can achieve with a project, and to partner with another team if they can help you to deliver a higher quality project, on time. Disappointing clients comes at a high cost, and happy customers are repeat customers.

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If you would like to learn more about how we can help you to deliver client projects on time and to a high standard, please get in touch. We would be happy to chat with you about your specific needs.

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