Do you under-promise and over-deliver…or the reverse?

When we interview clients of professional services firms one of the themes that comes through, time and time again, is the need to understand, and manage, each client’s expectations on every piece of work you do for them.

We’ve put together 11 tips below to help you do just that. These are based on things that clients have told us they would like their professional advisers to do:

1. Find out your client’s expectations up front – including what do they want to achieve, what do they need from you, by when, in what format, what’s their budget, how frequently would they like meetings/updates and in what format?

2. Build in contingencies – when you set your timelines, wherever possible you should build in extra time to allow for ‘unforeseen circumstances’. However, if you are unable to deliver to original deadlines you must manage your client’s expectations early – ideally as soon as you become aware of the issue.

3. Provide a quote or cost estimate up front as well as a reverse brief setting out what you understand their needs and your role to be. Set out who their key point(s) of contact will be and who will be working on the file, including contact details.

4. Inform your own team of  the client’s expectations and what you expect from them. This includes other advisers you may be working alongside – agree how you will work as a team for the client’s benefit.

5. When issues arise, inform the client early. Always come to the client with solutions or options if problems have arisen – don’t make the problem solely the client’s issue.

6. If the scope of work changes, or unforeseen issues occur which have cost implications, let the client know early so that, together, you can agree a way forwards.

7. Let the client know of planned absences or dates/times when you will be unavailable well in advance and make sure they know who their point of contact will be in your absence.

8. Always try to deliver work early. However, if you are up against a deadline e.g. if the client wants the work next Wednesday, ensure you deliver it to them by midday on the Wednesday at the latest. Don’t leave it until 5pm as the client won’t realistically be able to do anything with it until the next day. You’d be amazed how many clients have mentioned similar scenarios in client reviews we’ve conducted and how frustrated this makes them feel.

9. Ensure you deliver what the client needs. For example if you’re a lawyer, does your client want an answer, a short opinion or a 20 pager? Deliver your advice in a format the client can use. This will depend on what they will do with your advice – if they need to present it to their Board deliver it as a Board report, if they need to get internal buy-in for something ensure your advice is structured persuasively considering the business and personal needs of those it needs to persuade.

10. Reflect your firm and personal values in everything you do.

11. Conduct face-to-face end of project/matter reviews after all large or strategically important work as well as a certain number for key clients or new clients. You can then keep doing the things that work well and tweak your service wherever necessary.

Do you agree with these? What other tips would you share?

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Specialising in professional services and law firm marketing. I help firms to retain and grow existing clients and attract more of their ideal clients. My core services include social media for lead generation, voice of the client programmes and tender strategy and development. Outside of work I love to run. I’m a bit like Forest Gump in that I’m not that quick but can keep going for ages. I also enjoy coming up with new inventions. Unfortunately, most of them have already been invented! | * Professional services marketing consultant | * Legal marketing consultant | * Law firm marketing consultant
  • http://Www.bainesconsulting.co.nz Sharyn Baines

    Excellent post! I have already forwarded this on to others. Thanks

    • http://kscopemarketing.wordpress.com Kirsten Hodgson

      Thanks Sharyn, glad you like it.