how to get great clients - alignment first - expectations second
DESCRIPTION
Often you will hear, when talking about clients, is that you need to “set expectations,” but if the business approach, development process and overall values between you and the client aren’t aligned, the project will be a disaster. In this presentation I’ll be talking about some techniques on how to approach and discover this alignment. How to engage your client, really understand their business and make more money in the process. I guarantee, this will change how you do Web Development.TRANSCRIPT
How To Get Great Clients Alignment First
Expectations Second
@WesChyrchel | WesChyrchel.com
Alignment:
Alignment is a mutual understanding of what the outcome will be. It's defining success the same way.
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Expectation:
An assumption, a belief, prediction or hope.
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Mis-Alignment
Developer: I am building you a social network for a niche group of users.
Client: We are going to build the next Facebook!
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How do we prevent mis-alignment and set expectations?
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What we used to do: Website Questionnaire
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Why Questionnaires Don’t Work
● It’s like taking a test● Only one person answering questions, not
all stakeholders● Typically get one word answers● Not all questions work for all clients
@WesChyrchel | WesChyrchel.com
So if we can’t use questionnaires, what the heck are we supposed to use Wes?
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Conversation.
As web developers, business owners and professionals. This step is often missed. This is not the pre-sale conversation, this is the after signed contract conversation.
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This is not Discovery
Discovery is a long process of discussion to define a feature set, which results in a Design Document or Spec.
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It’s a Planning Meeting
A Planning Meeting is an hour or two where you discuss the clients business and define their goals.
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Planning Meeting Requirements
● It can be on the phone or in person● All team members from both sides present● Ask questions in discussion format● There are no rules
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Tip #1: Conversation Points
● Talk about the history of the business● Ask what their pain points are● What’s wrong with the current site?● Before someone leaves the site, what do
you want them to do?
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Tip #2: Narrow The Goals
5 things you want a visitor to do on a website:
1. Call2. Click3. Read4. Buy5. Submit
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I thought you said we weren’t asking questions?
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It’s a guided discussion in a loose format. We cover:● Acquisition - How you get your customers● Engagement - How to keep them there● Retention - How to get them to come back● Benefits - Why you?● Objections - Why not you?
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How do we organize the answers in this Discussion?
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We use a Mind Map
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Why use a Mind Map
● It’s easy to read● It creates a blueprint for the website● It’s instant, emailed after the call● It’s a solid deliverable
@WesChyrchel | WesChyrchel.com
Examples
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Why do a Planning Meeting?
● It establishes you as the leader ● You get access to all stakeholders● You create a rapport with your client● Missed information comes out● Increased revenue opportunities● The client feels they have been heard
@WesChyrchel | WesChyrchel.com
Thank you!
@WesChyrchel | WesChyrchel.com
You can view all slides atslideshare.net/weschyrchel