by Diego San Román
Series: The Big No-Nos.
Inefficiencies in life and business multiply when they are part of a process with two or more parties involved.
When your client reflects their need in a briefing, make sure to review it together and in enough detail to find a perfect and clear alignment between what they ask for and what you understand you should provide. Failure to do so usually results in one or both of these two bad things for the customer, and for you:
- The client changes the briefing and expects their response/proposal to be made in the time and with the resources defined for the original brief, which will increase your pressure and decrease your probabilities of providing satisfactory solution.
- You misinterpret the briefing and work on a different need than the one expressed by the client. A waste of your resources and theirs.
It is surprising how many times project managers and even C-Leval managers accept their clients’ requests without taking the time to make sure they understand those requests well, and correctly define the necessary resources (people, time, money) to meet the client’s need; for fear of resulting picky or clumsy. Big mistake.
Always work on a briefing, or scope definition that is detailed and agreed with your client. From this briefing, co-work on a proposal for action that is also detailed, aligned and signed by both of you.
The alignment effort also means an opportunity to get to know the client better and make them feel part of the possible solution. Two “extra benefits” for both of you.
The confusion between “doing marketing” and “engaging in commercial communication” often stems from a partial or simplified understanding of marketing, which can have negative consequences on a company’s sales. Marketing encompasses everything a company or organization does to get more people to buy or support its value proposition more frequently, for a higher exchange value […]
With almost 25% participation in life, all life, and consequently in purchases, all purchases in this country (Spain), those over 65 years of age could, legitimately, initiate a massive protest action against advertising, that is, against advertisers, agencies and media, because of the fondness of treating us mostly as if we were mentally retarded. nerd-sentimental […]
Character is at the core of who we are as individuals and as a society; it’s the foundation of human behavior.
Arguing over the price in a buy-sell negotiation is a waste of time, as the focus should be on the perceived value of both parties. The key to a successful transaction is understanding and agreeing on the value each party gets from the trade. Value is not measured only in monetary terms. Customers buy products […]
