Here are 5 assumptions that can screw up a good customer relationship:

1. Assume your customers’ expectations aren’t the most important metric.
   One of the biggest mistakes business owners make is setting unrealistic goals that exceed the customers’ expectations – over promising.  For example, if a customer needs something on Friday, don’t promise to deliver on Wednesday if you risk not hitting that date.   Say what you are going to do.  Do what you say.  But, don’t say that you can do more than is reasonably possible!  If you don’t deliver, your customer will never forget . . . or forgive it.
2. Assume a customer will tell you when something is not right.
   For every customer that complains to you, there are dozens who just walk away in silence.  Then they tell their friends how they really feel.  Don’t let this happen to your business.  Create safe, easy opportunities for feedback and then solve  problems before they become the lead conversation at the next Chamber breakfast.
3. Assume customers think they got the full value you promised.
   Just because you thought you did a flawless job or provided the best product available doesn’t mean your customer agrees.  Doing a post-sale contact to assess the customer’s satisfaction level allows you to solve any issues, reinforce your commitment to service – and ask for referrals.
4. Assume finance and delivery aren’t part of your marketing program.
   Marketing is anything you do that affects your customers!!!  Every time someone in the finance department comes in contact with a customer, that’s marketing.  When your delivery people make a drop, that’s marketing.  Never, ever, forget that every time anyone in your business communicates with a customer, their actions can make the difference between keeping or losing future sales.  And making sales is marketing.
5. Assume customers will come back to you when they need something else.
   Out of sight, out of mind is a terrible thing to happen to your business.  If you’re not communicating with your customers, at least monthly, you stand a chance of losing them.  So, drop them a note.  Send them an email.  Give them a call.  Put them on your e-newsletter list.  Provide added value incentives for them to keep coming back.  If you don’t, you can be sure your competitor will.