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Work with the client – not just on the “project.”

February 15th, 2004

We are project people in the web business. This is a fact. We survive on projects. As we finish a project, we start a new one. Sometimes these projects overlap. Naturally, we start to view our clients as projects. That is, a client is a project – something to finish, complete and move on. Not so! Don’t fall into this pit. Let me explain.

A project has a start and a finish. You create a design, produce the website and then ultimately deploy it, right? Even though we know “a website is never finished,” a web project does have a finish. But, be careful this mentality does not cross over to your relationship with the client. I have seen this change start to creep into the relationship slowly, but tends to increase pace as you near the virtual end of the project. This is just the point in time when you must maintain the relationship with the client, not the project.

I strive to create a connection with the client. I use particular dialogue to strengthen the relationship and grow our potential, together. The minute you start to associate your client with a particular project is the time your connection will end. A project ends, yet a relationship can go as long as you maintain it. However, it is much harder and more lengthy of a process to maintain a relationship versus a project. How do you work with the client and not just on the “project?”

Every communication, whether email, face-to-face, phone or any other, should be a connection point for you and your client. Chances are the client is asking for advice, being presented an idea or looking for help. This is exactly the time and place you must act. Typically, you feel your work should speak for itself, as it should, but only you can create a connection with the client. I tend to use dialogue such as, “we are committed to you,” or “this work is important to us.” Sometimes stating the obviously has a significant impact on the relationship. Also, make sure your client is aware of the effort you are putting forth on their work. The client knows you have other work. They know you have competing projects in your workload, but make sure each client knows when and how hard you are working for them. I often say to my clients, “we are working hard for you. We are determined to meet your goals. Your success is our success.”

Now, those of you skeptics out there may think this is over-kill. Not so. If you are genuine in your commitment and are working hard for the client, make sure they know it. Do not assume anything and be certain to state the obvious. If you see a colleague busting their butt, working late or really laboring over the work, the client needs to know this fact.

What is the potential? You associate your client with a relationship, not just a project. Your client knows you are talented and committed to them. When the times comes for more work, that is, more projects, they will naturally come to you. The client knows you work hard and are there for them for whatever their need may be, large or small. They know they can pick up the phone or send an email, and you will be there – committed to them.

It works.

Posted in Strategy | Permalink

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Perception is reality. Not always on the web.

February 2nd, 2004

Most every Marketing 101 student learns that “perception is reality.” That is, that which your client believes to be true, is true – regardless of the truth. If your product is perceived to be garbage, then it is so in the mind of that consumer. We all are victims of this theory. We all have our favorite brands, products and services and have likely created these preferences based on a first impression. Some companies we believe to be better, faster and stronger than others. In reality this may not always stand true.

Because of this theory in marketing, there is a tendency to make things appear or “look” better. The more fashionable or sophisticated looking we make our project the better our clients will react. Image is a crucial element. If our users think our website looks good, than it must be good.

This (in my opinion) problem is present in almost every web project I see or in every “problem” project I am asked to fix. The perception of our clients outweighs the utility of the project when it comes down to priorities. This is a natural human response to advertising one’s brand. We want our site to look good. We want our users to be happy and impressed with our capabilities by capturing their attention. Sometimes this is ok and justifiably warranted, but not always.

Websites are tools for accessing content. Most of our “everyday” websites are not there to merely throw images and visuals in our face, but to convey a message, distribute information or provide resource. When you mix your messages, the users get freaked. The best and widely-used example of how web users are more savvy today in terms of perception is Google. Now a household name and colloquial verb, Google realized long ago that users will overlook a simple first impression of the site (which could lead to a weak perception) when they are impacted by the shear usefulness of the service. It works. Users come back over and over.

On the other end of the spectrum is a site like Chipotle.com. This site not only conveys a clean and clear intended perception (our food is simple and good), but allows quick access to content. Forget the fancy colors, marketing lingo and shiny graphics. Just get me the info. In the process, Chipotle captures your attention by showcasing simple transitions, text and marketing messages. It too works, but in a very different way. (P.S. try the steak fajita burrito with guac.).
So, the next time you get into a discussion on a web project about “how is this website going to look,” remind your team members and clients to ask, “how is this site going to work.”

Posted in Analysis | Permalink

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