One of the main reasons a customer-vendor relationship can go sideways in a hurry is mis-aligned expectations set early on in the business relationship. Many companies have mission statements, brand promises, and mantras which seem to change way too often, but great companies stay the course and believe in their approaches. This is because they expend great amounts of time, energy, and resources planning to ensure they get it right, the first time. This starts with hearing the customer and listening to what the market is saying. This holds true, not only for the products they bring to the market, but also the approaches in which these products are brought to market and supported.

No matter what industry you’re in, whether the customer is across a counter from you, over the phone, or on a web conference, setting expectations early in the relationship establishes a host of vital things that are needed for the success of both parties. Great companies, sales people, and business executives try to solve problems, rather than push products. The great ones are not self-serving but selfless in their efforts to address a critical needs of their prospects and customers. Solving problems is a win/win, especially if you have a product that solves the problem well. The manner to which you solve the problem is just as important as the product. If you don’t have a product or service that solves a problem, “punting” and then guiding the customer to someone else who does is just as good. Too many companies, sales people, and business executives stray away from what they say their goals are and shovel bad solutions down their clients’ throats. Unsurprisingly, this has never been a good way to transact business.