What do you expect when you do business with someone? You
expect good service and good value, right? You expect to be
treated fairly and honestly, and you expect to go away
feeling good about the transaction.
Think about that for a second. Maybe that's NOT what you
expect after all. Yes, that's what we all WANT, but it
isn't necessarily what we expect. Why is that? Why is it
that we don't necessarily expect to get what we want to get?
I maintain that the businesses we deal with shape our
expectations in many different ways. If it is an online
business, the website design gives us a clue as to what we
can anticipate. If there are garish headlines, obnoxious
colors, outrageous claims, etc. we get the feeling that we
had better be careful.
If we are talking about a brick-and-mortar business (you
remember those… they used to be called "stores") our
expectations are formed by cleanliness, orderliness,
lighting, and smell. The employees' attitude and grooming
make a big impression as well.
I'm not saying that we should be forming expectations based
on these somewhat superficial clues. In a perfect world, we
would anticipate our transaction based solely on the value
and quality of the goods and/or services offered. But it's
not a perfect world, so we go into most transactions with
some sort of anticipation based on how we feel about the
business due to these external clues.
I've said this before and I'll say it again: things tend to
happen the way we expect them to happen, and I believe
strongly that we will do things subconsciously to make sure
of it. That means that if our expectations are low, we
probably won't have a very good experience and won't be
back.
Now turn it around. What do YOUR customers expect when they
come to do business with YOU?
If your website is bright, cheery, and happy, you raise the
expectations of your visitors. It their expectations are
high, they will LOOK for things to support that expectation.
If your store is clean, well lit, and creates a mood of
competence and confidence, your customers will feel good
about it before they even get completely through the door.
They will expect to have a good experience, and they
probably will.
Think of it as a strategy to get your customers working for
you, putting their own energy into the success of your
relationship. If they expect a good experience, they will
help you give it to them.
What can you do, then, to get them to expect the best? Turn
it around again… what is it that others do that raise your
own expectations? It is true that what works for you won't
necessarily work for others, but on the other hand you will
not please everyone no matter what you do. So make an
environment that is 'you' and who you are, and your own
comfort level will shine through and enable you to be your
very best.
And when you are your best, you're already raising their
expectations and setting the stage for a good experience for
everyone.
About the Author
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