The fan had never been to a motorsports event before, but they had been to concerts.  They had been to big conferences.  At those other events, they could park right next to the venue, many of the activities were indoors, and weather was a non-issue.  So, they were not used to having to park far away at the race, not used to delays because of the weather, and not used to dealing with the heat or the elements or whatever Mother Nature would toss out at any point in time.

The local municipality has leadership that focuses on providing cost-effective services.  They want to keep the taxes down.  They want to be efficient.  The community has grown by 50% over the last 15 years, with the vast majority of the residents coming from the Northeast and the West Coast.  Those residents are used to having more municipal services, more frequent trash and recycling pickup, more same day appointments available.  And when they try to get those services done, or done more frequently, or done same day, they’re often irritated by the fact that the municipality does not do what others did elsewhere.

When you’re dealing with new customers, you’re often dealing with people who have expectations, but they’re not necessarily basing those expectations on previous experience with your company.  They’re often basing their experiences on similar but different activities, different services, different locales.

We can’t assume “how we do things around here” is realistic to them because they’ve not been “around here” before.

View every new customer as someone with – likely – different expectations than your repeat customers.  And, as we’ve said many times before, the gap between expectations and reality could be a problem.

Proactively set realistic expectations with new customers.

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