There is one thing – no matter the show, the industry, the size of the booth, or the size of the audience– that is the most difficult thing to set. Do you know what it is? 

It’s EXPECTATIONS

Setting expectations is the hardest thing to do – not only in the trade show or event industry, but in life in general. I would suggest it is the single most important activity that will determine whether the outcome of a situation or project is successful or not.  

If not specifically addressed, expectations tend to grow on their own – like weeds in a lawn.

And left alone, these ‘un-tended’ expectations can take root and are very difficult to remove.  

What leads to unrealized expectations?

Many people make the mistake of believing that telling someone something sets correct expectations. In fact, without correctly verifying the other persons understanding of your position, this can lead to the dreaded ‘assumption’. I would bet that the majority of sentences that begin with “I thought you meant…” don’t end very well. Assumptions are usually wrong due to incomplete or misunderstood information. And incorrect assumptions almost always lead to unrealized expectations. 

So how do you go about correctly setting expectations?

It obviously begins with a clear communications. You must be sure that what you are ‘broadcasting’ is being received correctly. 

There are two pieces of the communications process that must be used:

definition of terms, and  confirming questions.

One of the easiest ways to get expectations set incorrectly is for both parties to use different definitions of the same term. To eliminate this problem, find all the terms you are using that are vague or ambiguous. I can think of one – refurbishment. Refurbishment can mean anything from cleaning or painting through complete renovation of an item. Should that term be spelled out clearly? I think you would agree that it should.  

The other piece of the successful setting of expectations is the confirming question. By asking if the other person understood you or by you asking if your understanding is correct, you will ensure there are no ambiguities in the process. I like to use phrases like “now let me make sure I understand what you just said” – then use your confirming questions. It may seem like a lot of work, but the end result – perfectly aligned expectations – will be well worth it. 

Remember the old saying – “Under promise – over deliver”? Use that as a guide to frame your expectations of a project and you and your client will be happy when most if not all your expectations are met.

Todd