• Survey of Rural Challenges
  • Small Town Speaker Becky McCray
  • Shop Local video
  • SaveYour.Town

Small Biz Survival

The small town and rural business resource

A row of small town shops
  • Front Page
  • Latest stories
  • About
  • Guided Tour
  • Subscribe
  • Privacy Policy
  • Contact
  • RSS

Promises Kept = Happy Customers

By Glenn Muske

Success sign

Photo (CC) by BruceBer, on Flickr

Promises are made in many different ways by a business.

Some are verbal and some are written. You can find some just in the visual images and graphics shared. Some are offered through traditional marketing channels and some come to us online.

Here are four promises that businesses have recently offered me. Each item was something I was interested in:

  • A restaurant, in their advertising and on their website, offered “local foods.”
  • An tire repair shop gave me the opportunity to suggest an appointment time that worked for me using their online tool.
  • A hotel outlined its green policy and had multiple pictures with the recycle logo of its efforts.
  • A local garden shop advertised various products it had for sale.

So what were the results. Three of the four promises made were not kept. Only the hotel came through on having an active “green” program. They showed that through its staff and their work, through blue bin recycling efforts, and through signs demonstrating their efforts.

The other three, well, the wait staff couldn’t tell me what was local at the restaurant; I am still waiting, after three weeks, to hear from the tire repair shop; and the items at the local garden shop were not there (and they had never carried them – it was a generic advertisement).

So what does this mean for the business owner? 

First, in terms of promises kept, we tend to not even recognize most of them. It’s expected so when the transaction is over, we go on our way without a feeling of satisfaction registering. It takes several of these successful trips before we begin to see the company as reliable and dependable. Unless the item is something big or important or involves a timeliness issue, a single promise just doesn’t stand out.

But look how well I remember the promises not kept. One time and I have already identified your company as one to watch or simply to avoid.

In my case, the results of these unkept promises: The tire shop previously provided me with “above and beyond” service so I will probably give them another try: I will probably give the garden shop another try based on past performance; but, I probably would not go back to the restaurant. This was a first time try and there are many other eating choices for my dollar.

It’s difficult to build your business reputation. One miss can overcome a lot of good work. Be aware of the promises you make and work hard to fulfill them.

  • About the Author
  • Latest by this Author
Glenn Muske

Glenn Muske is an independent expert on rural small business, working as GM Consulting – Your partner in achieving small business success. He provides consulting, and writes articles for county extension agents and newspapers across North Dakota. Previously, he was the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality.

www.ag.ndsu.edu/smallbusiness
  • Change
  • Regular Customers Form Your Base
  • Disasters: Is Your Small Business Ready?

May 11, 2016 Filed Under: Small Biz 100, success Tagged With: marketing, reliability, reputation, small business, success

Wondering what is and is not allowed in the comments?
Or how to get a nifty photo beside your name?
Check our commenting policy.
Use your real name, not a business name.


Don't see the comment form?
Comments are automatically closed on older posts, but you can send me your comment via this contact form and I'll add it manually for you. Thanks!

Trackbacks

  1. Preparedness matters | Rural New York Small Business Owner says:
    May 20, 2016 at 11:02 am

    […] to keep your promise to customers can sink your reputation forever to a customer. Work hard to fulfill the promises you make—especially the ones you […]

    Loading...

Howdy!

Glad you dropped in to the rural and small town business blog, established in 2006.

We want you to feel at home, so please take our guided tour.

Meet our authors on the About page.

Have something to say? You can give us a holler on the contact form.

If you would like permission to re-use an article you've read here, please make a Reprint Request.

Want to search our past articles? Catch up with the latest stories? Browse through the categories? All the good stuff is on the Front Page.

Partners

We partner with campaigns and organizations that we think best benefit rural small businesses. Logo with "Shop Indie Local"Move Your Money, bank local, invest localMulticolor logo with text that says "Global Entrepreneurship Week"Save Your Town logotype

Best of Small Biz Survival

A few people shopping in an attractive retail store in refurbished downtown building.

TREND 2025: Retail’s Big Split: what small town retailers can do now

99% of the best things you can do for your town don’t require anyone’s permission

Three kids in a canoe

Get started as an outdoor outfitter without breaking the bank

A shopkeeper and a customer share a laugh in a small store packed full of interesting home wares.

How to get customers in the door of small town and rural retail stores

Rural Tourism Trend: electric vehicle chargers can drive visitors

Wide view of a prairie landscape with a walk-through gate in a fence

Tourism: Make the most of scant remains and “not much to see” sites with a look-through sign

More of the best of Small Biz Survival

Copyright © 2025 Becky McCray
Front Page · Log in
%d