Turn your clients into FANS by promising less but delivering more!

In a recent Peer Power Mastermind session we got onto the subject of managing client expectations.? One member told a success story of how proud they were of their team ?delivering a few days before the client was expecting it - in this case the client was understandably blown away.?

However, the reaction from the Peers in the room was not what was expected and the reasons given for their reaction really flipped this persons thinking on their head – but we’ll get back to that in a bit. ?

Managing client expectations it a really important process you need to implement within your business. It is critical to get this right, if you don't get it right it can make or break your professional relationships, let’s look at this in more detail.

The Dangers of Overpromising

When a client approaches you with ambitious goals, it’s easy to get swept up in their enthusiasm. However, if you know deep down that their expectations are unrealistic and you fail to communicate this, you’re setting yourself up for a potential disaster. Overpromising may seem like the easiest way to close a deal, but the risks far outweigh the benefits. Here’s what could happen if you don’t manage expectations properly:

1)????? Having to give credit back to the client. ?If you promise results that are unattainable, you might find yourself in a position where you need to compensate the client financially. This not only eats into your profits but also damages your credibility.

?2)????? The Client refusing to pay the invoice. ?When expectations aren’t met, clients can dispute invoices, causing unnecessary stress and financial strain. This often leads to drawn-out negotiations or legal disputes that could have been avoided with clearer communication upfront.

?3)????? Your reputation being ruined. Word of mouth is a powerful tool in business, and a negative reputation can spread like wildfire. It takes years to build a good reputation but only minutes to destroy it. If clients feel misled, they won’t hesitate to share their experiences with others.

?4)????? Negative online reviews. In today’s digital age, online reviews are a significant factor in a company’s success. A few bad reviews can have a devastating impact on your ability to attract new clients.

?5)????? Losing one client due to mismanaged expectations can quickly snowball into losing others, especially if that client is well-connected or influential within your industry.

?These potential pitfalls highlight the importance of being realistic and honest with your clients from the outset. It’s far better to under promise and overdeliver than to create a situation where you’re constantly on the back foot, trying to make up for broken promises.

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How to Manage Expectations Effectively

So, how do you avoid falling into the trap of overpromising? Especially when you need the work and want to impress the client? The answer lies in a structured approach to setting expectations that is transparent, honest, and optimistic—without being misleading.

?a) Tell them what they WILL get

The first step in managing expectations is to be clear about what you can guarantee. These are the outcomes that you are confident you can deliver based on your expertise, experience, and available resources. By clearly defining these deliverables, you set a solid foundation for the client’s expectations, ensuring that there’s no room for misunderstanding.

For example, if you’re providing a digital marketing service, you might guarantee the number of posts you can create across several different platforms a week.? In a nutshell, results that are within your control and that you can confidently achieve.

?b) Tell Them What They COULD Get

Once you’ve established the guaranteed outcomes, the next step is to outline what the client could potentially achieve if things go well. These are results that are highly likely but not guaranteed. However, because the client isn’t aware of this nuance, it still feels like an added bonus to them.?

Carrying on the digital marketing analogy, you may say that they will see an increase in the number of followers they will see across the different platforms, which should in turn see an increase in the number of opportunities they will have, but you leave some room for variability depending on external factors.

?c) Tell them what will happen if things go EXCEPTIONALLY WELL

?Finally, it’s essential to communicate what might happen if everything aligns perfectly and the project exceeds expectations. This is where you can allow yourself a little more flexibility in what you propose, highlighting the best-case scenario.

For instance, you could tell the client that if the stars align and the campaign is a runaway success, they might achieve an increase in really hot leads, they may get industry recognition as a thought leader, or if their sales processes are on point they could see exponential growth in sales.

These are outcomes that, while possible, are not something you are promising but rather a vision of what could happen if everything goes exceptionally well (and in this example, you are not helping them to convert – that is up to them!)

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The Benefits of Exceeding Expectations

By structuring the conversation in this way, you create a framework where the client knows exactly what to expect and is pleasantly surprised when those expectations are exceeded. This approach not only safeguards your reputation but also turns your clients into “fans” for your business.

When you exceed even the highest expectations, your clients are more likely to sing your praises.? Satisfied clients are often eager to share their positive experiences with others, leading to word-of-mouth referrals.

They’ll give you great reviews. ?A delighted client is more inclined to leave glowing online reviews, enhancing your business's digital footprint and attracting more potential customers.

This is a big one, they’re more likely to pay your invoices promptly!? Clients who feel that they’ve received more than they expected are less likely to dispute invoices and more likely to pay on time.

The’ll become real advocates for your business.? We all know that long-term client success is built on building strong relationships. Clients who feel valued and respected are more likely to return for future business and recommend you to their network.

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Now let’s go back to the example given at the start of this article.? The reasons the peers in the room were critical is two-fold.

1)????? Value for money – would the client really believe a job that could be done so quickly could be charged at the rate it was charged at??

2)????? What will their expectations be in the future?? Are they going to expect every job to be done so quickly?

These were both valid points.?

In this case the client was actually blown away and the fact that the job was done so quickly was because the person doing the job had capacity at that moment and was able to squeeze it in.?

The solution offered from the other peers was do the job quickly if the capacity was there, but then hold onto it and deliver it the day before (4 days instead of the promised 5).? The client would be happy (the job arrives early) but also when the next job is requested they wouldn’t expect such a fast turnaround.

In summary, if you navigate your client management with confidence, your business will thrive through trust, transparency, and exceptional delivery without putting you in a predicament for future projects.