Oversell, under deliver

Recently, we purchased a water purifier of a reputed brand. We were deeply impressed by the sales personnel, who was extremely aggressive and seemingly customer friendly. He promised us the moon.

The very next day when the machine was delivered for installation, all the promises were shattered. A few things that were to come as freebies were not delivered and there was a cost linked to installation that was not disclosed. Post installation demonstration was pathetic. During all this while, when we were going through this travail, our friendly salesperson was conspicuous by his absence, refusing to  accept our calls. Needless to say, it took us quite an effort, including the use of social media and escalation to the top echelons of the company to get our complaint redressed, albeit partially, because it’s very difficult for the service and delivery teams to make good something that has been mis-sold to begin with.

And doesn’t the above story sound similar to hundreds of complaints and grievances from banks customers, depositors as well borrowers, that we come across everyday. They are all victims of overselling and under delivery.

In reality, the organisations will really do well to advise their sales staff to under sell, withholding at least one feature, even if most banal, to give customer an enhanced experience on delivery . Anything additional that’s not mentioned as part of the initial sales pitch, but is delivered as a part of the product feature, is a pleasant surprise for the customer, even if this freebie or additional feature is as mundane as a pen! But for business hungry organisations and target driven sales force, this may be a pipe dream.