What strategies can you use to manage customer expectations in after-sales communication?

As a sales engineer, you know that after-sales communication is crucial for building trust, loyalty, and satisfaction with your customers. But how can you manage their expectations effectively and avoid misunderstandings, disappointments, or conflicts? Here are some strategies that can help you communicate clearly, consistently, and collaboratively with your customers after the sale.

1 Set realistic goals

One of the first steps to manage customer expectations is to set realistic and achievable goals for the after-sales process. This means defining the scope, timeline, deliverables, and responsibilities of both parties, and aligning them with the customer's needs, priorities, and resources. You can use a project charter, a statement of work, or a service level agreement to document these goals and get the customer's approval. Setting realistic goals will help you avoid overpromising, underdelivering, or deviating from the agreed terms.

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Alfredo Salazar

Jefe Comercial, Servicio Técnico y Producción
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Conocer lo que queremos lograr es el primer paso para poder hacerlo, no podemos plantear metas inalcanzables, tenemos que estar siempre conectados con la realidad de la compañía, del sector y del país para que los objetivos sean posibles y el equipo se mantenga motivado

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Amir Saadi, MSc

NDT Inspection l Eddy Current l Reformers Inspection
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Establish achievable goals for post-sales by defining scope, timeline, deliverables, and responsibilities. Align these with customer needs and resources, and document them in a project charter, statement of work, or service level agreement. This ensures realistic expectations, preventing overpromising and underdelivering.

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Michael B.

Solutions Architect @ GitLab | Career Advisor at the PreSales Collective
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As a Sales Engineer, to set realistic goals after sales calls, I analyze the customer's needs and evaluate our capabilities to deliver solutions. I then set clear, achievable targets for follow-up actions and solution implementation, ensuring they align with our company's objectives.

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2 Communicate frequently

Another key strategy to manage customer expectations is to communicate frequently and transparently throughout the after-sales process. This means providing regular updates, feedback, and reports on the progress, challenges, and results of the project. You can use various channels, such as emails, calls, meetings, or online platforms, to communicate with your customers, and choose the most appropriate frequency, format, and tone for each situation. Communicating frequently will help you keep your customers informed, engaged, and satisfied with the project.

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Amir Saadi, MSc

NDT Inspection l Eddy Current l Reformers Inspection
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Maintain frequent and transparent communication during post-sales. Offer regular updates, feedback, and reports on project progress through emails, calls, meetings, or online platforms. Adapt the frequency, format, and tone to suit each situation, ensuring customers stay informed and engaged throughout the process.

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3 Manage changes

A third strategy to manage customer expectations is to manage changes effectively and proactively. This means anticipating, identifying, and addressing any changes that may affect the project, such as scope creep, technical issues, or resource constraints. You can use a change management plan, a risk management plan, or a contingency plan to outline how you will handle changes and mitigate their impact. You should also communicate any changes to your customers as soon as possible, and explain how they will affect the goals, timeline, and budget of the project. Managing changes will help you avoid surprises, delays, or disputes with your customers.

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4 Solicit feedback

A fourth strategy to manage customer expectations is to solicit feedback regularly and constructively. This means asking your customers for their opinions, suggestions, and concerns about the project, and listening to them attentively and respectfully. You can use surveys, reviews, or testimonials to collect feedback from your customers, and use it to improve your performance, quality, and service. You should also acknowledge and appreciate your customers' feedback, and act on it accordingly. Soliciting feedback will help you understand your customers' needs, preferences, and satisfaction levels better.

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Amir Saadi, MSc

NDT Inspection l Eddy Current l Reformers Inspection
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Gather regular and constructive feedback from customers by actively seeking their opinions, suggestions, and concerns about the project. Utilize surveys, reviews, or testimonials to collect valuable insights and enhance your performance and service quality. Acknowledge and appreciate customer feedback, demonstrating a commitment to improvement. This practice fosters a better understanding of customer needs, preferences, and satisfaction levels.

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5 Collaborate effectively

A fifth strategy to manage customer expectations is to collaborate effectively and efficiently with your customers. This means working as a team, sharing information, resources, and ideas, and solving problems together. You can use tools, such as project management software, collaboration platforms, or video conferencing, to facilitate collaboration with your customers, and follow best practices, such as setting clear roles, expectations, and boundaries, respecting diversity and culture, and building rapport and trust. Collaborating effectively will help you create a positive and productive relationship with your customers.

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6 Deliver value

A sixth and final strategy to manage customer expectations is to deliver value consistently and continuously. This means providing solutions, benefits, and outcomes that meet or exceed your customers' expectations, and demonstrating your value proposition, differentiation, and competitive advantage. You can use metrics, such as key performance indicators, return on investment, or customer lifetime value, to measure and communicate your value to your customers, and use strategies, such as upselling, cross-selling, or referrals, to increase your value and revenue. Delivering value will help you retain, satisfy, and delight your customers.

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Praveen Yadav

Regional Service Manager-North & East at FUJIFILM India Private Limited
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Creating value for customers out of after sales service is key to retain customers for the long term. TCO, ROI, customer life time value etc.. are tools to position services to customers more effectively and help customers to realise the value out of services. Creating positive value for customers will increase customer loyalty and customer satisfaction.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What strategies can you use to manage customer expectations in after-sales communication?

1

2

3

4

5

6

7

1 Set realistic goals

2 Communicate frequently

3 Manage changes

4 Solicit feedback

5 Collaborate effectively

6 Deliver value

7 Here’s what else to consider

Sales Engineering

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What strategies can you use to manage customer expectations in after-sales communication?

1

2

3

4

5

6

7

1 Set realistic goals

2 Communicate frequently

3 Manage changes

4 Solicit feedback

5 Collaborate effectively

6 Deliver value

7 Here’s what else to consider

Sales Engineering

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