?? Setting Clear Expectations: The Cornerstone of Effective Leadership and Customer Success ??

Why Clear Expectations Matter

Do you want to lead a team that’s truly accountable for their actions? If so, setting clear expectations is non-negotiable. Without them, how can you hold someone responsible for failing to meet goals when those goals were never clearly defined?

Clear expectations are essential in every relationship—whether you're leading a team, working with customers, or representing your organization. When expectations are vague, people fill in the gaps with assumptions. That’s when frustration, missed deadlines, and broken trust creep in.

?? Personal Insight: Early in my career, I experienced this firsthand. During a performance review, I was blindsided by poor feedback. Scrawled in red ink were the words, “Sell more!”—with no clarity on what was expected or how to achieve it.

Once I was given the right information about the products and tools available, my performance improved dramatically. That experience taught me that clear expectations drive results.

Without clarity, accountability and growth are impossible. Whether you’re working with your team or customers, setting expectations is about empowering success. Let’s dive into how you can do this effectively!

?? Setting Expectations with Your Team

1. Define Success Clearly

Success should never be a guessing game. Be specific!

Instead of saying, “Let’s increase sales this quarter,” say:

?? “We’re aiming for a 15% increase in sales by the end of Q1 by focusing on upselling to existing clients.”

But here’s the catch: Is the target truly clear?

Follow up with clarifying questions, like:

?? “What does a 15% increase mean in dollar terms for your sales target?”

This ensures your team:

? Understands the expectation.

? Can identify and fill knowledge gaps.

Once this conversation happens, there’s no confusion. You’ve equipped them with the tools for success and established accountability. If you don't take this extra step - it is possible your employee might try to claim they didn't know what was expected of them, but you would have a clear record and notes of this meeting along with the exact dollar amount necessary to hit the goal. They can't claim they didn't know.

?

2. Communicate Regularly

Expectations evolve, and so should your conversations. Use check-ins to stay aligned. Ask questions like:

?? “What’s unclear about this project right now?”

?? “What do you need from me to hit this goal?”

These moments are also perfect for:

? Recognizing progress.

? Addressing roadblocks early.

? Showing that you’re invested in their success.

?

3. Provide the Right Tools and Resources

Even the clearest expectations fall short if your team doesn’t have the tools to meet them. Sometimes, simple changes have massive ripple effects.

?? Example: One team member was frustrated by constantly running back to her desk for calls while juggling other tasks. I advocated for headsets for the entire office. Within two months, productivity soared, and morale improved because they felt heard and supported.

?? Whether it’s better tools, smoother processes, or additional training, remove obstacles so your team can thrive!

?? Setting Expectations with Customers

1. Start with Transparency

Honesty is the foundation of trust. Be upfront about what you can (and can’t) deliver.

Instead of saying, “We’ll get this done as soon as possible,” say:

?? “This project will take three weeks. If anything changes, I’ll let you know immediately.”

?

Be honest or risk a cancelled order.

Honesty becomes even more critical when a sale hasn’t been finalized. Here’s an example to illustrate:

Imagine a customer requests 100 widgets in orange, but your company only offers them in blue. You’ve researched every option, and orange simply isn’t possible. During earlier discussions, the customer mentioned they’d settle for blue, but it was clear their preference was orange.

Before fulfilling the order, it’s essential to revisit and confirm the compromise:

?? “As a reminder, we are fulfilling your order for 100 widgets. These widgets are blue—not orange. Knowing that we can only provide blue, are you still comfortable moving forward with this order?”

This kind of conversation can feel daunting. You might worry about jeopardizing the sale or annoying the customer. But here’s the reality: If they aren’t truly okay with the compromise, you risk losing their trust, future business, or even receiving poor reviews.

By proactively ensuring clarity and alignment, you:

?? Avoid buyer’s remorse.

?? Reduce cancellations.

?? Strengthen trust by demonstrating honesty and transparency.

Most importantly, your customer will appreciate your integrity—and that goes a long way in building a lasting partnership.

?

2. Create a Shared Vision

Customers want to feel like partners, not transactions.

Start with questions like:

??? “What does success look like for you in this project?”

??? “What challenges are you hoping to solve?”

A detailed roadmap works wonders. Outline milestones, align on priorities, and create accountability on both sides. Collaboration is the key to overcoming challenges together.

?

3. Communicate Consistently

Even when nothing new happens, keep customers in the loop.

?A quick update like, “No changes this week, but we’re on track,” reassures them. Consistency builds trust and offers early opportunities to address potential issues.

?? Tools and Techniques for Setting Expectations

Here are three practical strategies:

?? 1. SMART Goals Framework:

• Specific ??
• Measurable ??
• Achievable ?
• Relevant ??
• Time-bound ?

?? 2. The 3 Ws Framework:

• Who is responsible.
• What is expected.
• When it’s due.

?? 3. Leverage Technology:

Use tools like Asana, Trello, or CRM systems to visually track progress and ensure alignment.

?? Challenges and How to Overcome Them

1. Unrealistic Expectations

?? Solution: Reframe the conversation with empathy:

?? “Based on current resources, here’s what we can realistically achieve.”

2. Changing Priorities

?? Solution: Pause to realign. Communicate clearly how new priorities impact the original plan.

3. Communication Gaps

?? Solution: Use multiple channels and always summarize key takeaways.

?

?? A Story of Misaligned Expectations

Let me share a personal experience about how misaligned expectations and a breakdown in communication cost me a major account.

One year I signed three major accounts I had been chasing for a long time—clients who chose to work with me because of my dedication to improving their programs. For two years, I went above and beyond:

?? Responding to texts at all hours.

? Anticipating their needs before they even asked.

?? Delivering far more service than they could have expected.

I believed I was teaching them to become self-sufficient along the way, but I made a critical mistake: I never clearly communicated that goal.

Over time, I scaled back my constant availability, thinking it was no longer necessary because I’d empowered them to manage independently. I still provided exceptional service—far more than most clients received.

But then the complaints started rolling in. They said I was “unresponsive.”

Our definitions of ‘responsive’ had shifted without either of us realizing it. I thought replying within an hour was reasonable. After all, I was balancing multiple priorities and trying to grow my business. In fact, some they referred several new customers to me and I was taking care of them as well. But they had grown accustomed to replies within minutes—and I hadn’t reset those expectations.

Then, things spiraled further. During an office visit, I unknowingly overstayed my welcome. A few weeks later, when I brought my boss to meet the client, they revealed that during that prior visit, they’d considered calling the police to make me leave. I literally had no idea the customer was feeling this way. When there is miscommunication it is often followed by no communication.

Mismatch in expectations? Absolutely.

Ultimately, I lost the business. Despite my best intentions and two years of over-delivering, I failed to communicate how my role and availability were evolving—and what that meant for them. I thought that logically it was clear to them, after I teach them something, and they've mastered it - they don't need my help to do that same task the following year. They should now have the knowledge and skill to accomplish it. The lesson there is - even the obvious things should be communicated because what is obvious to you might not be obvious to them.

The fix?

Clear expectations aren’t “set it and forget it.” They must be:

?? Set early.

?? Revisited often.

?? Adjusted as circumstances change.

If you don’t, even the strongest relationships can falter.

? Conclusion: Lead with Clarity

Setting clear expectations is a game-changer. It builds:

?? Trust with customers.

?? Confidence within your team.

?? Focus on achieving shared goals.

But remember: Clarity is not a one-time effort. It’s an ongoing process. Revisit expectations regularly, communicate openly, and adapt as circumstances change.

?? What’s one strategy you use to set clear expectations with your team or customers? Share in the comments—I’d love to learn from your experiences!