Beware of Unknown Expectations

Let’s get nit-picky. Needs, wants and expectations are NOT the same thing.

Here’s a really simple example: My old SUV is on its last legs and I use my car for my job. I need to buy a new vehicle. I want it to be an SUV, not a sedan, because I like sitting up higher and the extra storage it provides. I expect that the back seats will fold down and the driver side cup holder can handle my big coffee mug just like my old vehicle does.

I see the car advertised, test drive it, like it, and buy it. I don’t check the cup holders because I assume and expect that this brand new vehicle, which costs 50% more than my old car cost when it was new, can handle that. I get it home and the next morning, with my piping hot coffee in tow, I come to find out my “World’s Best Dad” mug doesn’t fit. Guess who’s not a happy camper?

Here’s another scenario. Your prospective client is looking to replace their old system which is being sunsetted. Mostly they want the additional functionality new systems provide, but there’s a key function from the old system they still need and want. They bring it up, but it’s blended into all the other requirements.

They don’t make a big deal out of it - you can handle this function, as can your competitor - so you don’t make a big deal out of it either. In your mind it’s a “wash”, not something that will determine who wins the deal.

You don’t even bother demoing that function because why waste precious time on something pretty inconsequential and non-differentiating? Who cares if you don’t do it exactly the same way as they do? You can get the job done. Your competitor can too. Let’s move on.

Fast forward. You win the deal.

The system is installed. They like the new stuff. All except that one function from their old system. Your system does it very differently (and worse) in the minds of those who handle that function. And they’re vocal. “This makes absolutely no sense. Our way was more efficient and faster. Why on earth would they design it that way?”, is what they say to their bosses. And their bosses carry that message forward to you.

Your developers say changing that function to make your client happy would disrupt the whole app. And no other clients are asking for it. So, no can do.

This is like a pebble in the shoe of your client contact, so they dig in. They bring it up all the time. They feel misled. If not an outright lie, a lie by omission, they say. They think you hid this “weakness” from them to win the deal.

And now it’s a pebble in your shoe. They use it to negotiate a better deal on everything every time.

Could this have been prevented? Yes.

It’s always a better strategy to address potential issues early on. Probe the needs and wants they bring up for strength (how bad they need it or want it and why). And for their expectation.

Why? Early on it’s much easier to reframe (needs, wants AND expectations). It’s much better to deal with the short-term pain of correcting a false expectation one time than to deal with the long-term complaints for weeks, months and even years later.   

Have a great week!

Bob

P.S. If you’re considering a job change (within your company or elsewhere) or a career change (doing a completely different job or similar job in a different industry) and would like to increase your odds of landing it, message me. I’m officially rolling out a job change/career change coaching program in January, but am providing a few folks early access in December. Because I’m looking to build up this part of my business, I’m pricing it very aggressively and guaranteeing your success. Send me a confidential note [email protected] if you’re interested. If you have a friend who you think this might help, feel free to forward this to them. I love working with friends of friends!