I wrote a while ago about creating customers that expect a lot from your business. When you go the extra mile after establishing a win-win situation, it helps build the relationship between you and your customer. We all know this not only solidifies a sale but also demonstrates your business is the place to go for outstanding customer service. It is equally valuable for us to create sensible expectations for our customers. If we accomplish this goal, we avoid many of the pitfalls associated with buyer's remorse. So, how do we go about creating reasonable expectations?

Some products (and services) perform one purpose, but each brand adds specific bells and whistles. When researching several of these products, all of the bells and whistles seem to flow together. Finding the options that best suit you is the actual task. Explaining product or service options allows our customers to determine the options that best suit them.

Informed customers have reasonable expectations and are more likely to be happy with their purchase. Whitewashing areas where your product or service may fall short do nothing but create resentment. Knowledgeable customers can decide whether a product or service meets their needs if given the information.

We are all experts at pointing out the highlights of our merchandise. It may seem counter-intuitive to downplay the confidence a consumer has in our brand. There may be times where we have to lower customer expectations of our product or service. Buyers sometimes over-inflate the value of an item. In these cases, we must explain the specifics of the product to create reasonable expectations. Otherwise, we run the risk of misleading a customer regardless of our intent.

Our advertising, employee training, product packaging, or service descriptions should offer our customers the information they need to make an informed decision. Only when a customer fully understands our product or service will they have reasonable expectations. descriptions should offer our customers the information they need to make an informed decision. Only when a customer fully understands our product or service will they have reasonable expectations.