The Relationship between Customer and Expert
When a customer chooses a supplier at the very least they expect an equal relationship. They are paying and they want what they want.
However, when a customer chooses a business for their expertise those lines can become blurred.
What do I mean by that?
The web agency - the client wants a specific kind of website, but the agency know that’s not the most effective for generating traffic or converting to sales
The law firm - the client wants a specific outcome, the lawyer knows that is never going to happen
The cyber security consultancy - the client wants to achieve specific accreditation but is not prepared to make adjustments to their processes
The hair salon - shown an image of a hairstyle but the client has a very different hair type and face shape - it’s not going to work as well for them
These are just a few examples. As you can see, this expertise is focused on service based businesses, even if there is a tangible product/outcome such as a new hairstyle, website, or winning a court case.
You don’t want to let the customer down. You don’t want them to be disappointed or feel they have chosen the wrong expert to support them. But equally, you have been chosen for your expertise, and your professionalism and reputation is important to you.
So, how do you manage that situation?
Crucially, it is by learning more about your customer. This will help you to shape your communication effectively to ensure you both get the right outcome.
Are you the first expert they have been to? If they have already seen a number of others who haven’t given them the outcome they want you are already seeing a picture develop
What have they tried before? To solve their legal problem, generate sales, gain relevant accreditation, style their hair etc
Why have they chosen you? What attracted them to you? This is about seeing if they liked previous examples of your work, or have been recommended by someone
What problem are they really trying to solve? What they tell you may not be the real reason for working with you. Are they worried about the longevity of their business? Are they concerned about being sued by others? Try to get to the real reasons behind their concerns, and how that is impacting on them personally
How much time are they willing to invest? Clients can choose experts as they think it will be quicker and will solve all of their problems. But often they need to invest time too, in order to make the outcome effective. If they think there is a quick fix you need to know that upfront
What does success look like? How will they measure if your relationship is successful? More sales, the lawsuit disappearing, more suitors?
What does wow look like? If you can understand what it would take to really impress them, it would be incredibly helpful. You may not be able to achieve that, but it gives a very clear picture of what it would take to impress the client - and if they are a good fit!
Needless to say, there are probably other questions you would want to add to this picture, based on your service offering and the client’s requirements. However, you now appreciate that building a profile of the customer’s previous experience and expectations first, is the essential foundation to a successful relationship.
Ideally, you would be asking these questions pre-sale.
Not only will this give the client a level of confidence that you know what you are doing, but will also enable you to be clear on what you need to deliver, and if you can - or want to! If you are not confident you can deliver then you shouldn’t close the sale - it’s only starting the customer relationship on the back foot.
If it’s too late and they have already committed to working with you, you still need to ask these questions at the very beginning. This should be part of your onboarding process, so you can design the right solution for the customer.
Presenting your solution
Don’t be afraid to take time before doing this. If you need to think about the client’s answers and craft the right response, then do that. It’s better that you are confident you are suggesting the right thing, than responding quickly and regretting it later.
When you present back, use the client’s words to set the scene “You indictated you wanted this” style of approach. Then tell them what you recommend based on their desired outcome. If you are not getting an enthusiastic response, you should explain why you recommend it - based on previous experience, the situation etc.
Be sure to overcome any objections or concerns the client may have. I know you would typically expect this is in the pre-sale process, but you would be amazed at how often this does not happen!
Seek to reassure your client with examples of previous work, success in similar environments and case studies. You may want to offer them the option of speaking to a previous client, if it is relevant, and will help them overcome any nervousness. Clearly that only works in certain circumstances.
Communication is Key
Clients are most likely to get anxious when they don’t know what is going on. Don’t keep them in the dark only to finish the project with a flourish, expecting a round of applause! You need to keep them up to date on progress and what you might need from them to progress. If things are not going well you need to tell them, and talk about any options to consider.
If clients want to go against your advice as the expert it signifies you have not built trust yet. You do need to paint a picture of the implications of taking an alternative path, if you believe it will be detrimental to the client’s business.
You can probably tell I am pretty passionate about this, so it’s definitely something I will be revisiting!
