Setting Expectations for Fruitful Relationships

The Value of Setting Expectations with Your Customers

As an account manager or AE, it's important to set expectations with your customers from the start. This will help to ensure that both parties are on the same page and that there are no surprises down the road.

One way to set expectations is to ask your customer how they view your organization. Are you seen as a partner or a vendor? The answer to this question will give you a good understanding of how your customer sees (or doesn’t see) the value you bring to the table.

If your customer sees you as a partner, then you'll need to focus on providing value and helping them to achieve their goals. This means going beyond simply selling products or services. You should also be willing to share insights and advice, and to challenge their status quo.

“Wow, that’s great. What drove you to view us a partner?”

It’s important to note, your customer is going to tell you the things you should continue to do to maintain their view of you as a partner. Focus on simple transactions and you’ll be on a fast track to the vendor line.

If your customer sees you as a vendor, then you'll need to focus on meeting their needs and delivering on your promises. This means being reliable and responsive, and providing excellent customer service.

“Hmm, I thought we were aligned differently. What’s driving you to view as just a vendor?”

They will tell you where you could improve the relationship to get to that coveted partner status.

Understand that in some cases, you’ll never be more than a vendor. If this is the case, make sure you’re the absolute best vendor possible. Money loves speed, so make sure you’re quick with quotes, replies, return calls, and the like.

In other cases, relationships are so strong it’s impossible to be anything but a partner. Understand that these types of accounts can make or break your career at an organization. Bring your A game!

In addition to asking your customer how they view your organization, you should also be clear about your own responsibilities. What are you committed to doing for them? What are your goals for the relationship?

It's important to be transparent about your responsibilities, both to your customer and to yourself. This will help to ensure that you're both on the same page and that you're working towards the same goals.

Here are three key responsibilities that you should be clear about:

• Responsibility to your customers: You're responsible for ensuring that they're receiving the most value from your products or services. You should also be willing to challenge their status quo and help them to achieve their goals.

• Responsibility to your organization: You're responsible for acquiring, retaining, and growing revenue. This means that you'll need to sell products or services to your customers.

• Responsibility to yourself: You're responsible for taking care of yourself and your own needs. This means that you need to be able to balance your work life with your personal life.

Setting expectations with your customers is an important part of being a successful seller. By taking the time to understand how your customer views your organization and by being clear about your own responsibilities, you can set the foundation for a fruitful relationship.

Carpe numerum

P.S. If you have any questions about setting expectations with your customers, would like a copy of the framework, be sure to leave a comment below. I'd be happy to help.