It was September 2000, the first day of my MBA Marketing class and I met Professor Ignacio Bossi for the first time. He quickly captured my attention. After a brief introduction to the subject he announced, “I will teach you a simple success formula. If you learn it, I will not give any exams this semester.” That certainly got my attention.

He approached the board and wrote: S = P – E. Then he looked around the room and asked, “Does anyone know what this means?” Silence filled the air. “This is a magic formula” he continued. “It applies not only to marketing and sales but to everything—even to getting a promotion.”

The Sales Success Formula

This formula is straightforward:

• S stands for Satisfaction.
• P is for Perception.
• E represents Expectations.

Satisfaction equals Perception minus Expectations. You will feel satisfied when the value you receive exceeds your expectations. Conversely, if the value falls short, dissatisfaction arises.

In other words, if you make a promise (or if a customer has an expectation, even without a promise), failing to deliver will leave them unhappy.

The Key to Satisfaction

The trick is simple: promise what you can deliver and then aim to overdeliver just a bit. Satisfaction will naturally follow.

However, be cautious: If you promise too little, customers may not take you seriously. Overpromise, and you risk not being able to deliver.

Have you ever encountered someone who made an impressive presentation but failed to follow through? Those who excel in presentations, yet struggle to deliver, often find themselves frustrated or facing challenges with their customers.

Also consider those silent achievers who may not be well-known despite their results. They might lack the skills necessary to set clear expectations or create a positive perception of their work.

The Risk of Unknown Expectations

There is a significant risk when customers expect something you have not promised. If they express dissatisfaction because they assumed a deliverable was included, and you respond with, “I never committed to that,” it can damage your relationship. Even if you try to clarify or fix it, you are already at a disadvantage.

Ultimately, your goal is to keep your customers happy!

Salespeople can avoid this pitfall by asking more questions and listening closely. I learned to ask my customers: “What does success look like for you in this relationship? How can I help?”

Most of what customers need and expect can be uncovered through their answers.

The Most Successful Salespeople

Success comes from meeting customers’ expectations. It is not enough to provide products and pricing; customers want SOLUTIONS that make their lives easier.

If a salesperson is not attentive or is hard to reach, or fails to bring in business consistently, they risk being overshadowed by better salespeople at other companies.

Take a moment to assess your sales team’s performance. If a customer is not growing or responding as expected, you might be surprised by what you find.

You Won’t Know Unless You Ask

For sales managers or leaders, there is a simple trick: pick up the phone or visit your customer in person—better yet, meet them at a coffee shop for an informal meeting. Ask two key questions:

1. “How are things going with my company?”
2. “What can we do better?”

In most cases, you will receive straightforward answers.

If the response is not direct, it signals that something may be amiss—indicating trust issues.

I had this conversation with a distributor once, and he said, “If you ask… things are getting more complicated with your company. Terms have changed and now you are at a disadvantage”. I do not know if he would have commented on that if I had not asked!

In summary

You will sell more when your customers are satisfied with you, your sales team, and your company.

You can apply this sales success formula in various areas: whether with your manager, within your team, or even in personal relationships! In every case, it works.

At Power Inside Out, we help companies increase sales by implementing these principles. These recommendations can reshape your growth path based on years of experience collaborating with top corporations. If you are ready to accelerate your growth journey, let’s connect!