Before prospects become customers, they only have expectations about your products, services, and what it will be like working with your company. When they convert, real life experiences quickly replace these expectations.  However, your customers will still be subjected to new expectations from many sources. This is the reason why understanding the sources of expectations is so critical to your company’s growth – they influences customer’s perceptions of your brand!

To learn about the six expectation sources, and how to manage them, please read this article, which appeared in