Determining What Customers Expect

Knowing your client's expectations gives you a tremendous advantage over your competition.

Most salespeople will not ask what those expectations are; consequently, they cannot perform the way the client wants them to. In addition, most will rely on their company to "exceed" the client's expectations. It is impossible for a company to exceed the client's expectations because the company simply has too many clients with too many different expectations to individualize the sales process.

Consequently, you are the only one capable of doing it. It is your job to turn the purchasing experience into the one your client wants, not your company's. You must become the client's advocate in the process.

Knowledge really is power. By taking the simple step to ask your client what their expectations are, you gain the power to give them the experience that will give you the basis for gaining referrals and word-of-mouth marketing. In addition, if you discover your client has unrealistic expectations, you can deal with them at the beginning of the sales process rather than finding out later, after they have evolved into a real problem.

Do yourself a huge favor -- ask. Not only will it improve your relationship with your client, you'll see the effort returned in the form of more sales.