That’s why managing customer expectations is extremely important.
Managing customer expectations means consistently and accurately communicating with them. Therefore it’s important to convey your plan to your customers. For example this could mean that when someone closes a service order, they make sure that the customer was notified about the solution.
From my customer service experience, I know that most customer issues come down to miss-managed expectations and or poor follow up.
The best time to set your customers expectations is before the customer starts the actual sales process.
If you are in the process of selling to a prospect, convey the next steps, when they will hear back from you etc. Guide the prospect along with you in your sales process to ensure that they know what’s expected and make sure you deliver on your promises.
Think of it as positioning is the key—key to a long term relationship and key to ensuring that there are no misunderstandings as you consider working together.
So how do you help set customer expectations before they work with you (while they are still checking you out)? Paddi Lund has done some great work on setting expectations—here are a few more to consider:
YouTube Video —why not have a YouTube video that you can send people to, that talks about how you work with people
Welcome Book —create a welcome book that you send people early in the process so that they can learn more about you and the kind of work you do
Testimonials—create a variety of both written and video testimonials that people can review on line via Google, LinkedIn, Facebook, etc. so that they can understand what you bring to the table as they do their due diligence (both before meeting with you and after)
Industry Publication or articles on line — become the expert who is published talking about what you do and some key elements in how your industry should work with clients (which happens to be the way your company does)
The reason is that not all people that buy what you do are good for your business. By positioning things properly upfront, you increase your chances of working with “A” & “B” clients who you should build your business around.
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