Managing with a Conscience Second Edition

Sales Tip #19. Managing Expectations is Key

A good precept to follow is to underpromise but overdeliver. Always try to do just a little more than the client expects. This can best be accomplished if you understand how expectations are created. Sometimes they are based on hearsay; for example, a client may get a rave review about you or your organization from friends. Expectations can also be based on advertising claims or on a prior experience: “Vendors have always provided me with terrific service.” Other times they are the result of personal expectations.

Once you understand how expectations are created, you can manage them:

Carefully examine the situation for all possible problems before making promises about timing, costs, product performance, or service.
When marketing intangibles, fully describe your end product so clients know what they will receive (and can avoid surprises).
If clients request changes that translate into additional costs, be sure to spell them out as they are incurred to minimize the shock when the bill arrives.
Explain tactfully that delays in receiving approval may translate into delays in the final delivery.
When you know of delays or problems, don’t wait till they compound; bring problems to the client’s attention at the earliest possible moment.
Be conservative in your estimates rather than promising the world and falling short on your promises.
Don’t be afraid to be human––to say that you can’t deliver when it’s not possible.

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Frank Sonnenberg, a marketing strategist, has written four books and published over 300 articles. This article was adapted from Frank Sonnenberg’s new book, Managing with a Conscience: How to Improve Performance Through Integrity, Trust, and Commitment (2nd edition). The book was named one of the top 10 Small Business Books of 2012 • Trust Across America named Sonnenberg one of the Top 100 Thought Leaders of 2011 and 2012 • Sonnenberg was nominated one of America's Most Influential Small Business Experts of 2012 • In 2011, Social Media Marketing Magazine (SMM) selected Sonnenberg as one of the top marketing authors in the world on Twitter. www.franksonnenbergonline.com © 2012 Frank Sonnenberg. All rights reserved.

Posted by Frank Sonnenberg on Tuesday, April 24, 2012

One Response to “Sales Tip #19. Managing Expectations is Key”

Project B | Pearltrees says:

April 24, 2012 at 7:10 am

[...] Managing Expectations is Key When marketing intangibles, fully describe your end product so clients know what they will receive (and can avoid surprises). If clients request changes that translate into additional costs, be sure to spell them out as they are incurred to minimize the shock when the bill arrives. Carefully examine the situation for all possible problems before making promises about timing, costs, product performance, or service. Explain tactfully that delays in receiving approval may translate into delays in the final delivery. [...]

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