To Have Better Clients, Become a Better Teacher
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The power of understanding. The look on a clients face when they have their "I get it"moment is a satisfying one. In the world of web design, development and internet marketing, that look can be difficult to achieve. Our clients, as small business owners and management, are usually not tech savvy by nature and already have a list a mile long of things to know. So if I want them to understand what we are trying to execute and accomplish for them, I better find some quick and effective ways to teach them and build the value.
Here are a few things I use to help potential clients and current clients understand:
1. Metaphors. I love them. Anytime I can take something and relate it to the common world or something in their industry, it connects with them.
A recent example is when stressing the importance of a good analytics (web stats) program and using it. I ask the client if they would like their print brochures or materials to call them at the end of the day and give them a report. "Hi Susan, this is your company brochure. Good news, I was opened 48 times today. People really seemed to like the services section as they spent quite a bit of time reviewing it. The diagram on your process was also very popular."
Clients usually laugh at this one, but they all "get it". Their brochure will never be able to do this, but their website can, and that is of great value.
2. Comps (comparables). I stole this one from my wife who uses this in real estate to help determine property values. I often show customers websites of some of the most well known brands out there and then speak to why they execute specific design, layout and usability strategies. I then compare that with some of our client sites and highlight some of the same things. I want them to know that whether they have a budget of $5,000 or $500,000 you can have (should have) the correct basics and methods to your website. That said, I also point out the difference in functionality for the budget … the things you can do on Yahoo or Expedia can’t be done for $5,000.
3. Think like a client. In this case I ask them to think like their client. I want them to see what their website should be through their clients and users eyes, not their own. What to potential customers ask most when calling their businesses or meeting with them face to face? What is the goal of their visit to the website? What do they need to understand? I push them to learn that when their customers are the focus of their web strategy, then they have a great website.
If you’re looking for more on bettering your clients experience and relationship with you, the 10e20 blog recently put together a great post that can be applied to just about any industry covering Nurturing and Growing Your Client Relationship. Some of it is common sense, but Jake has strung it together well and even the basics are worth reviewing and renewing your focus to them.
I also had to link to this hilarious post from another web firm, Electric Pulp. They highlighted some of the outrageous project requests people had hit them with in 12 Inquiries That Got The Gong. I can relate to them all, as I’m sure any web firm can. As we all know, some clients have more to learn than others.
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Posted on June 13th, 2007 by Jeff Wagner
Filed under: prime clients, small business, web design
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I love well educated clients – they are my best ones, hands down.