Ever have one of those clients who is never satisfied, always behind schedule, has unrealistic expectations, and always blames you whenever anything goes wrong. Especially when its their fault.
Unfortunately, when youre in a public sector media department, you dont have the luxury of telling problem clients to take their business elsewhere. While our clients arent always right - and dont we know that from painful experience - theyre always in charge and essential for our survival in this business.
Simply put, we place clients in the center of our universe. The process begins by making sure your shops policies and procedures focus on client needs and preferences. Were here for them, theyre not here for us.
Clients like things simple, so make it client-friendly and easy for them to work with you. Clients like things clear and easy to understand, so communicate regularly in writing. This also provides a paper trail that covers you when problem clients erupt.
Also, clients dont like surprises, so respond to their requested changes quickly by indicating the impact on project cost (if appropriate), delivery, or quality. Then, let them decide what they want to do. It is, after all, their project, not yours.
Maximize the client-centric value of your pre-production process by learning as much as you can about their needs. When they dont know what they want, ask the right questions to help them figure it out.
Many of these strategies will positively impact what you do when a project comes into the shop and reduce your problem client potential, but theyre still primarily reactionary. Go beyond reactive to be more proactive.
You can enhance your client relationships by seeking out your likely repeat clients as they begin focusing on next years strategic plan. Review it with them -- look for opportunities to help them solve communication problems through the effective media tools you create
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Enhance your perceived value so when they do call youre interacting at a higher strategic level. The earlier in the process you get involved, the more value you provide and the less potential headaches you encounter.
When you do get a project, keep your bosses in the loop. If you anticipate a potential problem from that perennial problem client, let them know.
And always give clients a heads up whenever something will keep you from delivering on plan, on time, or on budget. They dont like surprises any more than bosses do. Determine how often they want project status updates and give them what they want when they want it.
Upon completion, provide a comprehensive debrief report. What worked well so you can replicate it next time, and what changes would make the next time even better for them?
Nothing will eliminate the possibility of a problem client. But harnessing the power of client-centricity and proactivity can greatly reduce them. Even the problematic of clients will appreciate your efforts -- and some may even make your life more pleasant.
Phil Stella runs Effective Training & Communication, Inc. and is a veteran video writer/producer, communication skill consultant, and coach. Contact him at (440) 449-0356 or etcpjs@aol.com.
Make Someone Happy
What do you do when a problem does arise that results in an unhappy client?
- Take the responsibility for fixing it, whether its your fault or not.
- Focus on the problem, not the personalities involved.
- Allow unhappy clients to vent. Dont overreact or get defensive. Stay professional.
- Acknowledge their feelings -- whether you agree or not.
- Determine what went wrong and why, but focus on keeping it from happening again.
- Put everything in writing.
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