Sometimes it can feel like your customers want you to be perfect, but they don’t. They simply want you to keep your promises. While it’s tempting to make any assurance necessary to get the next sale, don’t do it. If you promise them the world, you’re destined to disappoint them.
Instead of telling customers what they want to hear, be clear about what your product or service can and, more importantly, can’t deliver. In the long run, the promises you keep will earn you a tribe of loyal customers that far outweighs the ones that got away.