While getting people to “buy stuff” is at the heart of most marketing efforts, I believe that most small businesses and all professional service firms would benefit from thinking of marketing a little bit differently.

But before I explain, I want you to do this little exercise:

1. Think of the last product or service you bought that made you really mad.
2. What was it that made you so upset?

For me, it was a car I rented.  I asked if I could keep the car for an extra day at the same rate and the gal at the desk said “SURE!” but when I got my bill, the extra day was double the price.  Customer service’s response?  “Sorry ma’am.  The price is right there in your contract.”  Why was I so upset?  Because they didn’t properly set my expectations.  Sure, I should have read the contract, but I trusted their representative to give me the right answer.

In the scenario I just described, the car rental company did make the sale.  They did keep my money.  But am I happy?  No. Will I be more wary of that company next time? Absolutely! So did they do an effective job of marketing to me?  I say NO!  I have lots of choices in car rental companies, and I’ll just take my business elsewhere.

So back to my original point, rather than just thinking of marketing as just a means to a sale, I’d like for you to think about marketing as a way of setting expectations.  Many times it means having to lower expectations.

Yes, marketing may mean LOWERING expectations.

If you want happy customers, you need customers who understand your limitations.  Too often, sales people feel so pressured to make a sale that they’ll do so at nearly any cost – but for small businesses, and especially in consulting type of organizations, this short-term sales mentality hurts your overall profitability.

How do you know if marketing is not properly setting expectations?

There are five clear warning flags that indicate that your marketing message and the reality you are delivering to clients is out of sync.  You can either fix your marketing or fix your delivery – but ignoring the problems will not make them go away.  It’ll just make it worse.

If only the warning signs were this obvious!

The 5 Warning Signs Are:

1. You’re seeing more returns and complaints.
2. Customer satisfaction ratings are dropping.
3. Referral sources and repeat business is drying up.
4. Your delivery team is getting  “burnt out” on impossible demands.
5. Company morale is down the tubes.

If you see yourself with any of these 5 problems, there’s no time like the present to get started on the solution.  I can’t fix delivery.  I can’t make you a better consultant, accountant, dentist or lawyer.  Maybe you can’t either.  But you can fix how you represent yourself.  This is why I am so passionate about authentic marketing, truly representing your strengths, and finding your ideal client who sees that what you do best fits with what they need most.

Every marketing strategy needs to begin there, by knowing – Who’s your ideal client? What makes you different?

Any tips to share?  How do you set expectations up front  – and still make sale – so that you get raving fans?  I’d love to hear your ideas on this.