Don't over-sell or under-sell; Just sell.

One thing that will make any event a success is getting the details just right. It's one thing to take an order from the customer and deliver their goods on the agreed upon day; However, it's a completely different thing to avoid coming up short of customer expectations.

Each customer has an image in their head about how everything should look once a job is finished. It is the job of the event professional to make sure we get as close to that image as possible with our installations. The best way to meet expectations is to develop strong communication before the job even takes place. If we can communicate what our equipment looks like and what its capable of doing, the customer will more than likely be happy with the results upon delivery.

There may come a time that a chair or table may have picked up a little dirt and needs to be replaced. Those things happen. This is when strong communication comes in most handy. It's easier at this point to let the customer know that you will replace the item and make everything right. The customer will trust that you'll fix the problem because you've been able to deliver on what you've promised so far. There is no reason, in their mind, that you won't be able to fix a little problem. You haven't promised them the moon and not delivered anything.

Some people are of the opinion that you should sell your capabilities a little bit short to the customer. This way when you over deliver, you look amazing. To O'Neil though, it just seems like you're telling the customer: "We aren't that great. Don't expect too much." This is no way to develop a reputation as being reliable.

When I go on sales calls representing O'Neil Tents & Party Supplies to our customers, I try to give them the most realistic expectations as possible. I have no problem highlighting areas in which we've surpassed expectations. This isn't over-promising or over-selling. Its being honest about our experience and what we're capable of. Because we've surpassed expectations time and again, customers know we will go the extra mile to make their upcoming event a success.