Most of you are very good salespeople. Your sites are wonderful, your work is terrific and clients that choose to go with you, I am sure, are totally excited to see what it is you are going to create for them. Then, of course, comes the question — "So how do you work"?
Often, the response is to hand the client a form contract with a bunch of legalese that even the most seasoned lawyer would have a hard time following. Or you say, let us get started and we will take it from there — then radio silence until THEY call you to see what is going on.
I know I am going to sound patronizing, controlling, etc., but your client should never be able to have their own opinion about how you work. You should be able to walk them through your entire business process in 5 minutes and give them a clear idea of what it is they should expect from you and when. It should be in writing, be warm and completely user-friendly. One of my favorite event planners literally writes a four page, single spaced letter to all of her potential clients. It goes through, in plain English, all that she is going to do for them, what she won't and the general timeline. Terrific. How you follow through is the subject of another post, but it is so important to set the stage first.
If you don't explain your process, two things will happen: 1) your client will have a voice in how you run your business and 2) your business will appear smaller than it is. Both are going to impede your ability to grow. If your clients don't know your process, they will set the boundaries and expectations, not you. Inevitably, they will set them further than you will feel comfortable and you will wind up feeling taken advantage of in some way. Next, if clients don't feel like there is a business structure behind you, they will have their doubts on your ability to deliver. They might excuse your lack of business skill because of the power of your art, but is that really what you want them going away with? What you want them telling other potential clients?
I am not saying that you need to be rigid in your structure, just that you need to have one. In the end, noone wants to be told, "just trust me", we want to be able to see why it is that we should trust you.
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Love this article. I am in the process of putting together a letter like this but you have definitely sparked some better ideas for me. Thank you!
This post has perfect timing, I have had a few incidents just this month with a client telling me what she thinks I should be doing for her and when I should be doing it. It made me start thinking about setting those boundaries and limitations right up front and I was drafting information to give to each client spelling out each and every detail. It’s obvious what I’m presenting to them now is way too general. Thank you! Love the blog 🙂
Amen, Sean! Thanks for the words of wisdom. They always hit home and this one especially as we’ve just opened up our latest creative venture.
We’re setting up a shrine to you in our office. haha!
Sean…your blog is a key part of my business life…only a few posts in. Thank you for sharing your knowledge and experience. You write beautifully.
SOOOOO true. This is one of our biggest priorities with each client. Especially in the photography business, managing expectations is key. We do the same thing, we sit down with each couple and explain our process so they know what to expect and what not to expect. It helps immensely!!!!
Great post! I will keep this short & just say “ditto” to the majority of comments & sentiments already expressed.
Fabulous advice…since I am in the process of examining my business this is perfect timing. It has even given me a much clearer understanding of what I want to offer my clients.