Sometimes it feels like you were put on this earth to:
- explain incredibly basic stuff to clients
- find answers to questions that don’t make sense
But what’s the alternative?
The opposite of illogical questions is not sensible ones.
Sophisticated clients ask difficult questions.
What separates these clients from the rest is their understanding of the value that you can provide. They know exactly what they are doing. They’ve done it before. They have their eyes on a big outcome and they know your place in delivering it.
With a less experienced client you have to explain the value.
A savvy client just wants to know how you are going to deliver it.
This is the type of client you should be working with.
But it’s a challenge.
Because if you get it right, the reward is worth it. They invest more and push you to create work that will make you famous.
How to work with them
Confidence
These engagements will have your imposter syndrome alarm going off. Expectant eyes will be on you.
Remember, they researched you and have evidence you are at their level. They liked the answers you’ve already given.
These people have their own insecurities. They’ve learned to hide them.
They’re not expecting you to be superhuman.
You are fine just as you are, just bring your A-game.
Proactivity
From the moment they give the go ahead, make sure you are on the front foot, communicating the plan, setting up the meetings and getting the information you need.
They will spot when the project is at risk. And they will say something about it if you don’t.
If anything is going off track, bring it up early.
They don’t like surprises.
Communication
Know what each person needs to know, when they need to know it, and the format they want it in.
Over-communicate with a clarity that feels awkward. Spell out exactly what’s happening.
With every update you send, provide a quick executive summary of all the information up front.
Your project isn’t the only thing on their plate. You’ll get noticed and get the support you need if they can understand, digest, and give feedback quickly.
Transparency
We all have our get out of jail free cards during projects. Explanations to buy us some time when things haven’t quite worked as we wanted them to.
These won’t work here.
They are used to projects taking longer than expected. They will be used to budgets having to be expanded. They understand mistakes happen.
But you have to be upfront about these things.
Excuses don’t work but honesty does.
Leadership
Rather than someone that has an answer for everything, they want someone who can point out the real problems.
Understand the problem and propose solutions. Link everything to the outcomes they want for their business and don’t be afraid of changing the focus of what you are doing.
They’ll have solved the easy problems themselves; they are looking for someone they can trust to step into the unknown with them.
These projects lead to great things
The most important thing these projects leave you with is evidence of your value.
It’s easy for us to deliver and forget to demonstrate our results.
With these engagements you haven’t delivered until you’ve demonstrated your results.
When you do that you’ve got the trust of someone who’s going to keep investing.
And the number one case study on your site.
Transformation happens outside your comfort zone.