According to the textbook, which of the following statements regarding managing customer expectations best summarizes what salespeople should strive to achieve?
A) A salesperson should strive to match the customer's expectations to what is provided by his or her most direct competition.
B) The higher the customer's expectations, the better, provided the seller can meet or exceed those expectations.
C) Customer expectations of the selling organization should be set as high as possible to provide for reach in the service quality objective.
D) The lower the customer's expectations, the better, so that the seller can easily and consistently exceed those expectations.

Question

Quizplus · Accepted Answer

Salespeople should strive to manage customer expectations at a level that can be met or exceeded by the selling organization. While it may seem counterintuitive, setting high expectations can lead to increased levels of satisfaction if those expectations are met or exceeded. However, if expectations are set too high and cannot be met, it can lead to dissatisfaction and ultimately lost business. Therefore, the goal is to strike a balance between setting realistic expectations and delivering on those expectations to build and maintain customer loyalty.

According to the Textbook, Which of the Following Statements Regarding