Expectations Is The 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.