Managing clients’ expectations can be a challenge. Here are six tips that will help you successfully manage your client expectations, ensuring their satisfaction and protecting your profits: 1. BE TRANSPARENT AND HONEST Set clear expectations from the beginning and communicate them openly with your client about what you can and cannot deliver. Take the time to talk to your production team, evaluate what you have in your fabrication pipeline, talk to your suppliers and wholesale manufacturing partners and give your client a realistic plan based on your resource availability. Take it from me, shooting from the hip on these issues will put you in hot water. 2. DEFINE THE SCOPE OF THE PROJECT Clearly define the scope of work in the initial contract and make sure the client understands it. This point can’t be stressed enough, and your client will never understand why your initial quote did not cover everything turnkey if you are not clear. My shop had a project manager (who was promptly fired) that verbally agreed with a general contractor on a project to a $10,000 (£7,871) change order for additional work. The owner of the building would not pay, and the GC’s accounting department refused to pay because we did not have a written change order agreement. Sign shops should have a strict policy that any changes to the original scope of work should be documented and agreed upon in writing. “Hey, don’t worry about it, we’ll just bill you at the end,” should never be promised on a project. 3. SET REALISTIC TIMELINES Don't overpromise and underdeliver. Set realistic timelines for the project and make sure the client understands the timeline and the reasons behind it. If they waited too long to engage with you on the signage portion of their project, it is not your fault. Remember, you have other clients you do not want to disappoint by over-promising delivery times or over-committing on more projects. Your capacity has limits, and it is up to you to control them. A centralised project management system that you and your team are committed to using will help a great deal with understanding your capacity. 4. PROVIDE REGULAR UPDATES Keep your client informed of progress, setbacks, and changes along the way. Provide regular updates through email, phone calls, or on-site meetings, and make sure the client is aware of any delays or changes to the timeline. It is far better to over-communicate than leave your client in the dark about progress, so address any issues that arise promptly and proactively. 5. DON'T WAIT FOR THE CLIENT TO BRING UP A PROBLEM Instead, communicate issues and present potential solutions. Respond to client inquiries in a timely manner, even if it is not the update they were hoping for. This shows that you're engaged in the project and care about their concerns. From the initial design meeting to the final sign being installed, keep your clients informed of the progress. 6. BE AVAILABLE Make sure the client knows that they can reach out to you or a key project manager with any questions or concerns throughout the project. We always had a point person on a project, but as an owner, I always provided my contact information as well. It was a nice touch, and was rarely abused. When you develop systems to ensure your client’s happiness with their project, communicate clearly, proactively manage their issues, make them feel heard and understood throughout the process, they will come back, time and time again. Each project will get a little easier the more your clients come to rely on your consistency, and their happiness will grow because of the amazing results you deliver. Go sell some signs, and create customer happiness. 30 Founder of SignTracker, Joe Arenella offers some tips and advice for managing clients’ expectations in order to retain business and avoid costly mistakes and misunderstandings Joe Arenella founded two sign shops before launching SignTracker, a software program that helps sign shop owners track their jobs, quote more consistently, and provide their team a birds-eye view into what’s going on in the shop. Joe is also the host of the Behind the Signs Facebook group and YouTube video podcast. www.sign-tracker.com INDUSTRY TIPS / JOE ARENELLA, SIGNTRACKER Issue 248 - August / September 2023 www.signlink.co.uk 6 Practical Tips to Keep Clients’ Expectations in Check ▼Good communication is key so that all parties know what is happening at all times
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