The client relationship is the single most important part of any project. They are key stakeholders. Yet, it is often the most under managed part. A good client-vendor relationship is like a good person-to-person one, but many businesses do not treat it in this respect.

Would you like fries with that?

How many times have statements like these been said?

“The client is always right.”
“Just give them what they are asking for.”
“The client said to….”
“All they want is…”

Many companies preach to their sales staff “Excellent service is our business.”, but for some reason the term, “service”, is embodied into sales people becoming glorified order takers. This is bad. It’s bad for the client; they do not get the benefit of the vendor’s expertise. It’s bad for the sales person; they are unable to truly gain the client’s respect. It’s bad for the people actually creating the work; they get forced into producing substandard work and doing a lot of rework which is very frustrating. It’s bad for the management; they loose control of a project.

Jerry Maguire Rocks!

“Help me help you.” Truer words were never spoken when it comes to providing service and helping your clients succeed. Like a healthy person-to-person relationship where there’s communication and respect, and both are the better for it, the client-vendor relationship should be the same.

Sales people please take note. You will be far more successful by managing your clients rather than allowing them to manage you. The approach to take is to assume the role of the expert, establish the ground rules of the relationship early, manage expectations, and communicate openly and honestly throughout the entire project.

Being the Expert

By assuming the role of an expert the other aspects often just fall into place. If your client won’t play this way don’t do business with them, or charge a premium to put up with the added stress, but with the latter you have already really submitted and have lost a great deal of leverage.

Expert behavior wins business. The cutting-edge shops producing the best work have it. It’s not arrogance, but an approach that adds value by becoming a partner with the client.

Expert behaviors:

• Be a teacher. Teach your clients what, why, and how.
• Understand the clients’ perspective and make sure they know you understand it.
• Make sure they understand your perspective and why you have it.
• Have a process and stick to it. Explain the importance of process and how it will produce the desired results and save them money.
• Over communicate. Explain everything thoroughly. Make sure clients understand why it’s done that way and what the consequences are for not doing it that way.

Manage the client with the same effort as managing other aspects of a project. The relationship will be stronger. The work will be better. Your team will be happier. You and your company will make more money.