The idea behind this concept is that, by keeping customer expectations low and yet routinely exceeding them, you as the seller will develop a great reputation.
You’ll get raving fans.
However, if you make ambitious claims and promises and then fail to deliver them, customers will get upset, and they will begin to think that false advertisements were made.
Or when you deliver just as promised, your customers will be conditioned to feel that you did the minimum of what you said you would do. There is nothing special or amazing about it, because to them… you’re “just doing your job”… nothing more, nothing less.
When you decide to under-promise and over-deliver, there are great advantages.
If you extend the expected delivery time, but deliver “early”… or make it seem you are going above and beyond your offer, this makes for a pleasant surprise. It completely changes the mindset of your customer. You are now (in their eyes) more valuable and trustworthy. You will standout and receive detailed and raving reviews.
In the event that there is a problem or hiccup in the gig process, you will already have made yourself a buffer to fall on, and you won’t need to panic.
I feel this technique is a great way to prep your customer into a raving fan, without having to become overly ambitious or end up working more… for less.