Customer expectations might be what the customer expects but that does not mean they have to own them. Customer expectations are not the property of the customer. They are your expectations, so you better take care of them.

Customers have expectations. It’s our job in sales to understand what those expectations are and ensure that they line up with what we’re able to deliver. It is our fault when we fail to meet the customer’s expectations, because we were the one that did not shape them appropriately.

Too often, customers become disenchanted with their purchase solely because it didn’t measure up to their expectations. Blaming the customer is not the solution; this only makes the matter worse. The solution falls on you as the salesperson. It is your job to ensure that your customer’s expectations remain aligned with what you’re selling before the purchase is even made.

I know that meeting customer expectations can become a major issue at the end of the quarter when you’re scrambling to make a number. This is when it becomes too easy to slide past a customer’s misperception. You want to just get the deal done. You tell yourself that you’ll come back later to resolve any issues that might have come up. Excuse me, but this is not sales leadership! Using the customer to make your number is just that- using the customer, and it is flat out wrong!

Sales leadership is about making sure customer expectations are met. You have the choice to bring them down or build them up in your sales process. Honestly, your expectations and perceptions don’t matter. It’s your customers expectations and perceptions that really count.

Think back to customers you’ve sold to and particularly those customers that were incredibly satisfied with you and your sale. Sometimes maybe everything didn’t measure up. In both situations, good and bad, it was all about the customer’s expectations.

We will decrease issues and increase repeat sales and referrals if we’re able to continually deliver in line with our customer’s expectations.

Copyright 2019, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results

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