To lead, not just follow.
To innovate, not just implement.
Henry Ford once remarked, ‘If I had asked people what they wanted, they would have said faster horses,’ highlighting the essence of true innovation… delivering beyond the expected… guiding clients towards solutions they hadn’t imagined.
On a different date, Steve Jobs advocated for leveraging expertise, stating, ‘It doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.’
An agency’s role is the executor and strategic partner—to navigate clients beyond their initial requests to what’s genuinely beneficial and forward-thinking.
Understanding Client Expectations and Agency Expertise
Clients value agencies that can demonstrate proven results and are flexible in their approach.
However, they also strongly desire agencies to lead with strategic insights, suggesting that while clients may propose timelines or ideas, they are open to expert guidance that aligns with their ultimate goals.
The Agency Edge Research 2023, reveals that agencies primarily seek to strengthen brand identity (38%), differentiate from competitors (37%), and sustain growth (32%).
These statistics highlight that while clients look to agencies for strategic and creative solutions, there needs to be a substantial gap in understanding the technical and logistical aspects of bringing these solutions to life.
Technical Feasibility vs. Client Ideas
Clients often come with a vision that might only sometimes be technically feasible or may require a timeline that’s not realistic.
While 38% of clients believe agencies help strengthen their brand identity, there’s an underlying expectation for agencies to agree and guide them toward what’s technically and strategically feasible.
Setting Realistic Timelines and Expectations
Agencies must lead in setting realistic timelines and educating clients on the processes involved and the rationale behind project schedules.
It’s about more than pushing back on unfeasible ideas but about working collaboratively to find solutions that align with the client’s objectives while remaining grounded in reality.
Balancing Expectations With Expertise
When a client sets a seemingly unattainable deadline or proposes an idea that isn’t technically feasible, it’s not just about saying “no.”
It’s about opening a dialogue to explore what’s driving their request and offering alternative solutions that are viable, strategically sound, and within the scope of the agency’s expertise.
This approach turns potential conflicts into collaborative problem-solving opportunities, reinforcing the agency’s role as a strategic partner rather than just an executor of ideas.
Case in Point: Timeline and Feasibility
Consider a scenario where a client insists on a timeline that’s not feasible, given the technical complexities of the project.
The agency’s role is to educate the client on the steps and time required to achieve the desired outcome without compromising quality.
This may involve breaking down the project into phases, setting realistic milestones, and perhaps even reprioritizing objectives to align with the client’s most pressing goals.
Strategic Partnerships Over Subservience
Agencies must position themselves as strategic partners who bring value through their expertise and strategic insight, not just as vendors who execute tasks.
Agencies can guide clients toward more effective strategies and solutions by establishing clear communication, setting realistic expectations, and demonstrating a deep understanding of the client’s industry and objectives.
Expertise Over Expectation
Agencies must leverage their expertise to guide clients toward what’s achievable. This approach involves educating clients on what is technically possible within their budget and timeframe. It’s not just about saying “no” but offering alternative solutions that align with their goals while staying grounded in technical reality.
Strategic Collaboration
Collaboration is key. Instead of a vendor-client relationship, aim for a partnership where both parties contribute to a shared vision. This means sometimes pushing back on ideas that aren’t feasible or beneficial in the long term and proposing strategies that add value even if they diverge from the client’s initial request.
Educating Clients
An agency’s role is to educate clients on the technical aspects of projects, helping them understand the rationale behind timelines and processes. This education can prevent unrealistic expectations and foster a relationship based on trust and mutual understanding.
Data-driven Discussions
Utilize data and case studies to illustrate why specific approaches or timelines are recommended. Presenting evidence-based arguments can help clients see the reasoning behind your strategies and timelines.
Conclusion
Agencies are tasked with a mission that mirrors Ford’s foresight and Jobs’s insight—to lead, not just follow; to innovate, not just implement.
It is about being a strategic partner that guides clients through their wants and toward what they truly need—even when they don’t see it.
FAQs
What Should I Do if My Client’s Project Idea Seems to be Technically Unfeasible?
If a client proposes a technically unfeasible idea, it’s essential to communicate this clearly and provide a rationale.
Offer alternative solutions that align with their goals while staying within technical limitations. Use this as an educational opportunity to explain the constraints and collaborate on finding a viable solution.
How Can I Manage a Client’s Unrealistic Timeline Expectations?
Address unrealistic timelines by discussing the project scope and requirements in detail and explaining the necessary steps and time for quality results.
Propose a more realistic timeline, including buffer time for revisions and unforeseen issues, and illustrate how this benefits the project’s outcome.
What Should I Do if a Client’s Idea Conflicts With Best Practices?
When a client’s idea conflicts with best practices, explain their approach’s potential risks and disadvantages.
Suggest alternatives that align with industry standards and demonstrate how these practices can achieve their objectives more effectively and sustainably.
How Can I Convince My Client to Trust Our Agency’s Expertise Over Their Ideas?
Build trust by showcasing case studies, testimonials, and results from past projects that demonstrate your agency’s expertise.
Engage in open dialogue about their concerns, show how your proposed strategies align with their goals, and have a proven track record of success.
What Steps Should I Take if a Client Consistently Demands Changes That Hinder the Project?
If changes are counterproductive, discuss their implications on the project’s outcome and timeline.
How Can I Ensure Clear Communication With Clients About Technical Constraints?
Use layman’s terms when explaining technical constraints to ensure clarity and provide concrete examples.
Regular updates and open channels for questions help maintain transparency. Also, consider using visuals or analogies to illustrate complex technical limitations.
What’s the Best Approach When a Client’s Budget Doesn’t Align With Their Project Expectations?
Discuss the budget openly, detailing what is achievable within their financial constraints.
Offer scalable solutions or phased approaches to the project, allowing the client to see progress while staying within budget and highlighting the value they’ll receive at each budget level.
