Want to be successful? Learn to manage expectations.
Published June 25th, 2007 in How to.
When I was working a “regular” day job and review time would come around, the main thing I looked for was that last page of the review where there were 3 check boxes:
- Does not meet expectations
- Meets expectations
- Exceeds expectations
My main concern as my manager evaluated my performance was that they felt I was exceeding expectations. As I moved into the freelance world, my main concern is still that I am in the business of exceeding expectations. How do I do that? Many times it’s all in how those expectations are managed.
1. Managing expectations is about perception. I attended a seminar several years ago where the speaker told a story that illustrated this point perfectly:
There was a small town in which there were two candy stores: Smith Candy and Jones Candy. A mother asked her son which he would like to visit for a treat. Her son replied immediately that he wanted to go to Mr. Jones’ Candy Store. Why? He believed he got more candy for his money from Mr. Jones. The truth was that Mr. Smith’s and Mr. Jones’ prices were exactly the same, but Mr. Smith’s practice was to put a large pile of candy on the scale and then remove it piece by piece until he reached the correct weight, while Mr. Jones put a few pieces on the scale and kept adding and adding until the correct weight was reached. The little boy’s perception was that he was getting more, even though the end result was the same.
Two designers can produce the exact same work in the same amount of time, but the one who tells their clients they will get the work done in 10 days and finishes three days earlier will have happier clients than the one who tells the client they will get the work done in 5 and finishes two days late. The difference is not in the length of time it takes to do the job, but the client’s perception.
2. Expectations should be set up front. I try to always give clients a clear list of what they will receive from me and when I will have the work completed. Often, clients don’t know what to expect or have unrealistic expectations. Knowing what their expectations are is key to managing them. Since I am the one who sets their expectations- it’s my fault if they’re disappointed.
3. Expectations should be realistic. Keeping track of how long it takes to do projects helps me to better estimate future jobs. I have to guard against overselling, especially when it’s a client I really want to work with.
4. Communicate early and often. I keep my clients updated regularly during projects that have a longer time frame. Even if the message is “I’m still on schedule to finish by the end of the month.” If I foresee that a problem is going to cause a missed deadline, I let them know as soon as possible. If a client asks for something extra that was not in the original plan, I respond with a revised completion date. When an update to a website is requested, I send an e-mail as soon as it’s completed to let them know.
5. Throw in a freebie. I like to add an extra bonus if possible, often it’s something that takes very little time. You can even plan this up front. In your list of services you’re going to provide, leave out one thing you might normally do for clients, then throw that in for “free” as a bonus.
Managing expectations well is an important skill no matter what business you’re in. Are you in the business of being a husband? Tell your wife you’re going to do that chore by Friday and then do it on Tuesday. Are you in the business of selling a product on the internet? Tell your customers as soon as possible if there’s going to be a delay in their shipment, and then throw in a freebie unexpectedly. Are you in the business of being a typical employee in a typical company anywhere in the world? Make sure you know exactly what your manager expects of you, and then find ways to go beyond their expectations and make sure they know all about it.
The majority of people and businesses simply meet expectations, and some don’t even manage to do that. With a little attention towards managing and exceeding expectations it’s easy to stand out in the crowd.
You might also like:
Did you like this post? How about subscribing in a reader or via e-mail.
16 Responses to “Want to be successful? Learn to manage expectations.”
- 1 Pingback on Jun 26th, 2007 at 5:44 am
- 2 Pingback on Jun 26th, 2007 at 10:15 am
- 3 Pingback on Jun 26th, 2007 at 9:44 pm
- 4 Pingback on Jun 29th, 2007 at 12:06 am
- 5 Pingback on Jul 17th, 2007 at 1:29 pm
Randa - very well put! I used to pride myself on managing client expectations and it is an area that I have definitely been slacking on lately. Thanks for the reminder.
Glad to say that I do all that stuff!
Number 4 is a speciality for me - I send a daily report by email (seven days a week), and I’m on Skype/MSN practically 18 hours a day, not to mention available by phone or email too!
It’s amazing what a difference a high level of communication can make - not just for the client, but for the designer too.
Great metaphor by the way!
Excellent story to illustrate the point.
Under-promise and over-deliver.
Great Post. I love the designing end of the business but struggle a bit with the client end! I think communication is HUGELY important. As you said, even if it’s only a quick mail to say “I’m still working on it”, it lets the punters know you’re still around. I’m going to use David’s comment as a mantra - “Under-promise and over-deliver”
Amen to this.
Expectation management is king. In the affiliate world, it’s especially tricky as every merchant that is getting started has a tendancy to think their program will take off like a rocket Sometimes they do, most of the time they don’t. They ned to be prepared to be in it for the long haul and it’s our job as consultants to make sure that they know what they are getting into and to preferably spell it out in writing so that when the “Three Month Panic” comes, we can point to the documentation.
Communication is huge as well so the client can at least see the process working.
Superb post. Great advice with excellent explanation of how to make clients feel important. Word of mouth business conveyed through satisfied clients is golden - from unsatisfied clients it’s the kiss of death.
Wow, I’m so glad that I’m already doing all the above. Recently, I got a client who wanted something really urgently. I told her she’ll get it next Thursday. She hesitated for a while and said “OK, I know you’ll probably make delivery before Thursday or on Thursday itself. I won’t push you further.” I took it as a compliment. Like Paul, Number 4 is my specialty too. I would usually write up a project brief (since most of my client don’t believe in providing an agency brief) for the client to go through, sent her a project schedule, update her either daily or weekly on the project status, communicate over phone, email, MSN to ensure everything is smooth sailing until delivery is made. After which, I would follow up with a post-project call to get feedback. I believe that’s the reason for having clients for >10 years. They moved with with me whenever I joined a new agency.
I believe that by upgrading ourselves constantly, we can exceed client’s expectation and surpass our own quality standards. We usually write short copy for advertisements, brochures and the likes. But recently, a friend asked me to help to look at her website. The biggest flaw was the copy, and I soon realized that her problem was she couldn’t brief her agency properly to get the copy and creative conceptualized and executed. This led me to get a list of 24 questions to use as a copy brief guide. This is as much for her as for me. By learning, I can exceed expectations from my clients and myself.
I like exceeding expectations
Really enjoy this great post of yours.
The candy example was classic. I’m a believer in under-promising and over delivering.
Indeed, the candy story is a classic! I borrowed it to use in my recent Do you have a personal brand”.Thank you so much for sharing, and I believe I’ll be visiting here more often.
Excellent post Randa.
I’m one of those guys that spends all his time working on the job, and not on the client, but it’s a silly way to work. You can do a perfect job but still have a grumpy client, so must spend more time acting on this sort of information.
I like the illustration of “Managing expectations is about perception”. Nice written article from personal experience.