{
  "title": "Sales promises: what expectations are set before signing?",
  "url": "https://www.shr.swiss/blog/promesse-commerciale-satisfaction-client-lugano-en",
  "language": "en",
  "datePublished": "2025-07-22",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A promise can help secure a sale while setting the stage for disappointment. Research suggests examining the expectations created, not just the service delivered.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Lugano",
    "region": "Tessin",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Richard L."
    },
    {
      "heading": "The asymmetric cost of unmet expectations",
      "point": "Eugene W."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might conclude that promising less is the way to increase satisfaction."
    },
    {
      "heading": "What these data cannot determine",
      "point": "These articles concern satisfaction; they do not directly test sales wording in complex transactions in Lugano."
    },
    {
      "heading": "A practical check in Lugano",
      "point": "As part of SHR’s « Vente à forte valeur ajoutée » programme, a Lugano team could pilot an expectations record, written in Italian when that is the customer’s language, for new business signed over one month."
    }
  ],
  "sources": [
    {
      "authors": "Oliver",
      "year": "1980",
      "source": "Journal of Marketing Research"
    },
    {
      "authors": "Sullivan",
      "year": "1993",
      "source": "Marketing Science"
    }
  ],
  "wordCount": 445,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Lugano-promesse-commerciale-satisfaction-client-lugano-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/promesse-commerciale-satisfaction-client-lugano",
    "en": "https://www.shr.swiss/blog/promesse-commerciale-satisfaction-client-lugano-en",
    "de": "https://www.shr.swiss/blog/promesse-commerciale-satisfaction-client-lugano-de",
    "it": "https://www.shr.swiss/blog/promesse-commerciale-satisfaction-client-lugano-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation-vente-forte-valeur-lugano",
    "city": "https://www.shr.swiss/formations-ville/lugano",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}