by Scott Manning - February 19th, 2013


Oh, there are so many ways I could direct this article. But, today, I’m talking about one thing…a critical factor to your success in – EFFECTIVE MARKETING and SELLING.

Expectations of your customers.

That’s right, your customers do have expectations of everything you do, everything you say, everything they experience from your communication, service, interaction, and marketing.

You have certainly heard the expression “under-promise and over-deliver” and while
that sounds wonderful it isn’t the most effective marketing strategy to
“under-promise.” Of course we all like to promise more, more, more and woo our
customers into submission. This isn’t always most practical after you’ve got their
money and now have to maintain your relationship with them.

We’ve all said “false advertising” before as a joke usually where you expected
something different than what you received. But, the reality is, your ability to
make things count with your customers and convince them to support you beyond the
initial sale with referrals, high priced transactions, ascension up the ladder of
value for your business is tied to how you deliver whatever you say, promise, and
most importantly what the customer expects.

I’d like to break this down into a couple things for you to implement into your
business marketing and customer experience strategy.

First, the key to managing expectations is to be clear about what your customer will
go through; in as much detail as possible you want to paint the picture of their
experience. This is actually extremely useful in selling because people don’t buy
what they don’t believe or understand, so when you explain what will happen to them
it combats both of these.

Next, expectations can be curbed or managed best by quick and immediate interaction.
I call this a New Customer Experience, a carefully designed process that you take
customers through or that happens to them — everything from a Thank you note after
purchase to a follow-up phone call, to upsell, to a survey, request for referrals,
surprise gift, and whatever else should happen within the 90 days of their New Customer Experience.

I taught this concept and exactly what needs to be included in our Million Dollar
Methods University Course on Keeping Customers for Life and Maximizing Customer

The reality is people remember what happened most recently and look forward to what
is happening next, regardless of what was promised. Use that to your advantage.

Finally, a key piece in managing expectations is to communicate. Yes, I know it
sounds like relationship advice and I guess that is exactly what it is, relationship
advice for your customers applicable for all others…

If you follow these guidelines you will reduce refunds, increase customer
satisfaction leading to more referrals, more spending, more raving fans, attitudes
that will benefit you greatly when you do drop the ball, which you will, we all do —
that’s why this is so important. It is preventative and proactive that wins… not
waiting until a problem has risen.

Ask me how I know.

Experience, of course. I teach it and still learn the hard way.

Explain what they will go through.
Give them a great experience and quickly.
And communicate…always…you can only over-communicate when you are trying to make
up with your spouse over a mistake you’ve made; otherwise, no over communication is

As I always say, the person who shows up the most makes the most money.

Expectations. Everybody has them, you have no choice but to manage them.

Scott Manning

Scott Manning, President - Manning Methods, LLC. Contact by phone 317 407-3382 or email sj@manningmethods.com

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