The Law of Expectation

When dealing with customers in business there are really only a few critical laws you you must follow in order provide exceptional service to your customers.  One of the most critical of these Laws is the Law of Expectation. Ask yourself this one question… "What do my customers or prospects EXPECT from me?" Do you know? Chances are you have probably never thought it about before until now, even though this is mission critical to your business and specifically your marketing and customer follow up.

The Dictionary defines Expecation as this… 

ex·pec·ta·tion n.

1. 1. The act of expecting.
   2. Eager anticipation: eyes shining with expectation.
2. The state of being expected.
3. 1. Something expected: a result that did not live up to expectations.
   2. expectations Prospects, especially of success or gain.
4. Statistics.
   1. The expected value of a random variable.
   2. The mean of a random variable.

When you think of expectation it goes hand in hand with the word process. What is the initial process of getting a new prospect? What is the process of when a customer purchase from you?

One of the main reasons why people do not buy is "Fear of the Unknown". Simply put, they do not know what is going to happen next. Example… if they give you their name and email address, what happens next? What can they EXPECT to happen. I know you are thinking… how can they expect anything if this is their first dealing with you. Right? From previous experiences they have had, they currently have a level of expecation. If the process varies according to what they have previously experienced they instantly put ouside of their comfort zone.

So the real question is how do we overcome this?

Honestly, it’s quite simple… we simply tell them what to expect next. This is certainly the most obvious move once we think about it. Simply guide them each and every step of the way using audio or video and any other method which will allow you to communicate the "next steps" to your customers.

The bottom line is this… inform your customers what is going to happen next and they will feel more comfortable with you and ultimately purchase more products from you.