Under promising, over delivering, over servicing are not really the problems. They’re symptoms.
And they have a few drivers:
Cost-based Price
At the center of the decision-making.
Will the price be attractive enough to justify what I offer?
Fear
At the core of making the offering.
Will it be good enough so my proposal doesn’t get rejected (or worse: ghosted)?
Worth
At the core of linking the offering to you.
Is it a reflection of my worth?
Self-worth
At the center of your offering building.
If they don’t buy, does it mean I’m not good enough? Is my work not good enough?
Effort
At the core of what it costs you.
If it doesn’t take me a lot, will it be less valuable?
Trust
At the core of what you offer.
If I don’t work too hard, and they don’t feel it, can my offering (and I) be trusted?
And when you’re down that rabbit hole, all you get to think of is “How can I prove myself”?
So you work extra… to “show your value”.