Separate Client Needs From Expectations

Client needs & client expectations are two very different things. But, it’s easy to confuse the two. And it’s easy to ignore expectations we’re not sure how to deal with.

We can’t afford to let either of those things happen. Because it’s easy for our client’s needs cross over into an expectation of how those needs will be delivered to them, almost like a demand in a negotiation.

To ensure we have a satisfied client, it’s our job to make sure that their needs and expectations are in alignment. 

So, today let’s talk about how to do that, how to help our clients and prospects satisfy their needs while still managing their expectations.

First, some simple definitions: Needs are requirements or necessities. Wants are things we desire. Expectations are strong beliefs or assumptions.

Step one is to completely understand and confirm client needs and wants when they’re brought up. Do they really need it? Why do they need it? Does it give them a business result?

Second is working with the client to prioritize them. Some needs we can’t satisfy and some wants change when presented with new information. Or they get overridden by stronger needs or wants.

Once we’ve confirmed needs we can satisfy, they can still become problematic when the client’s expectation of how we’ll handle them doesn’t match reality.

For example, they may expect that our software will do X in a specific way, that training is included in our fees, that the whole project will cost Y, or that every single software bug will get fixed.

The one thing we can’t do is ignore a false expectation hoping it will go away or be forgotten about. That almost always doesn’t end well.

When you don’t correct their false assumption, that expectation gets reinforced in their mind. And when they don’t get what they expect, they’re unhappy.

In their mind, you lied. Letting them believe a false assumption is a lie of omission, but a lie none the less. They begin wondering, “What else did they lie to me about?” Any trust you’ve built dissolves. That temporary joy we get by signing a new client disappears, replaced by the burden of an unhappy client who puts pressure on your support staff. Your support staff blames you for setting the wrong expectation. Our unhappy client tells others. And the circle of pain grows.

But that doesn’t have to happen. And the fix is pretty simple.

Reframe it. One of the best ways to reset a false expectation is by reframing.

Find out their expectations. Probe for the need or want driving that expectation. Then offer another option to satisfying that need or want.

Much better to deal with the pain of correcting a false expectation one time, early on, then to have to live with it for weeks and months after. 

Have a great week!

Bob

P.S. Did you know, I offer group coaching for sales teams? One very effective session for today’s environment is on the best ways to handle difficult sales situations. We pick out 3 or 4 situations you’re facing and as a group come up with the best ways to respond. It’s amazing what we can come up with in 60 - 90 minutes. Reach out to me if you’d like to talk about it.  [email protected].