There is a big difference between a boundary and a wall.

A boundary is a friendly agreement that keeps people from going too far.

But a wall separates people.

A wall isolates people.

A wall keeps people away.

In business, there are few things more important than the management of expectations through the use of clearly-worded boundaries.

In business, these boundaries are called “up-front agreements.”

An “up-front agreement” clarifies – at the very beginning of the relationship – what is INCLUDED, and what is EXCLUDED.

It lets everyone know what they CAN expect, and what they CANNOT expect.

“Up-front agreements” are how you establish boundaries with your customers.

Boundaries are friendly.

Walls are unfriendly.

When you tell a customer “NO” by announcing that something is against your “company policy,” you build a wall that protects you from your customer.

That wall will also make your customer feel like they need to be protected from you.

Boundaries give people clarity and confidence.

Walls give people anxiety and doubts.

Boundaries make people feel happy and safe.

Walls make people feel angry and afraid.

Businesses thrive and customers are happy when the boundaries are clearly known.

A clearly worded “up-front agreement” gives your customers confidence because it lets them know the boundaries in advance.

But any time you say “NO” to a customer by telling them of some unknown “company policy,” you are putting up a wall that says,

“We don’t want you here.”

“You should not have come here.”

“Please tell everyone you meet.”

I have told you two things:

If you want your business to grow, make your boundaries known so that everyone knows in advance what is – and is not – included, and what can – and cannot – be expected.
If you want your business to grow, never, ever, surprise a customer with a “wall” that they did not know was there.

– Roy H. Williams

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