You’re talking to a prospective client. How would you present the work your company does? What might you say about your company’s productive efficiency. How responsive are you to client needs? What would you say about the professionalism of your staff? How important is corporate responsibility?
We’d guess our readers always answer these questions exactly to same way, even if talking to their BFF at their favorite bar and after a drink or three. But for others, there may be glaring discrepancies between some of the answers in first scenario and those in a relaxed, non-selling situation. If that’s the case, it’s reasonable to worry that somebody’s business is off to a bad start managing client expectations.
We know the temptation to oversell. A good company that provides a worthwhile product or service and operated by a competent staff of decent people can suddenly become a socially crusading, budding Amazon, led by super heroes (but with a gentle, caring touch) and providing a better ROI opportunity than the ground floor investment in Microsoft.
Okay, that might be a little hyperbolic, but few prospective clients come away from a sales pitch expecting to frequently hear the word “no” to future requests. And when there has been too much “gilding the lily,” someone is not going to be happy. Interestingly, that someone is often the business owner and her or his staff.
Unless a company is run by true rip-off artists, most clients can walk away from bad business relationships having merely lost a little time and not quite getting what they thought their money was worth. More often, the real suffering comes to the other side of the equation as businesspeople take on unprofitable jobs that require excessive workloads. The probable outcome is a painful, ultimately fruitless attempt to hang on to a difficult client.
So how does one prevent (or handle) this predicament? Well, here are our thoughts:
- Appreciate your own worth. For contractors and others in professional services industries there can be a tendency to take on work for too low a fee because “something is better than nothing.” Often this is accompanied with the rationalization that one can raise rates later. (Why would a client agree to that?) It can be same with willingness to accommodate abnormal business hours. Make your standard prices understood upfront and don’t give the impression that you’re anyone’s indentured servant.
- Lead with your value proposition. You’re not exceptional at everything, because no one is exceptional at everything. If someone claims to be, you know they’re lying. When selling, make your top value proposition clear to the prospect and be realistic about other aspects of your business. Don’t be afraid; a strong value proposition should appeal to a lot of clients, and others may like enough of everything else they hear to give you a fair trial. You can’t win them all, and you don’t want to lose by “winning.”
- Listen to what your client is saying. Rarely do prospective clients hide what’s important to them. In fact, they usually mention it quite often, especially if they’ve been previously disappointed. If their demands have been a problem for others in your line of work, they might be a challenge to you as well. Carefully and thoughtfully evaluate what prospects want and let them know where you can, and where you might not, meet their expectations.
- Lower the bar. We joke and say that every client wants everything yesterday, but thankfully that’s not (always) true. People may be quite reasonable in their expectations—they simply don’t want to be disappointed. What if you made your costs estimates a little higher than you truly anticipate and your set deadlines a little further out than you think necessary. Then you could watch your client’s delighted reaction when you can charge less than you initially said and you get the work done faster than promised!
- Play up the client success stories that you’d want to repeat. Testimonials and case studies make for excellent sales collateral, but be careful about how you present these stories to prospects. When you go far above and beyond the call of duty for a client, perhaps you should keep the specifics to yourself and share the client’s appreciation in a brief testimonial. And when you’ve done a great job following your normal procedures, that’s the time to go into the details with a lengthier case study.
- If you’re having trouble competing, look for the cause and make changes. Suppose you’re regularly disappointing your clients while killing yourself and your employees, AND losing money for your trouble. Then you notice your competition seems to be doing fine. It’s time for some research. Try to figure out what advantages your competitors have and see how you can even things up. If the advantages are inherent (like a better location) find out how others in your situation have coped and emulate them. Be prepared to change your marketing strategies to better attract the available audience, rather than continuing to push the same old boulder up the mountain.
- Be willing to give up. You may have heard the saying, “Winners never quit and quitters never win,” but we have another one: “He who fights and runs away, lives to fight another day.” Some jobs and/or clients are simply not worth the effort and never will be. Don’t run yourself or your business into the ground trying to make something happen that can’t. After you’ve done your best but simply can’t make an arrangement work for everyone, thank the impossible client for the opportunity and bid them a fond farewell.
As Dirty Harry once said, “A man’s got to know his limitations” … and so does his (or her) client.