A simple point about right, wrong, and clients. By the time you start to frame issues in the words of rightness and wrongness, the odds are you’re already in the wrong. Maybe not technically. But insofar as fulfilling the purpose of your business is concerned, it’s a measure of last resort, and that’s never where you want to be.
What do I mean? Here’s an example. Suppose 15% of your clients are unclear about your file delivery process. It’s not downright awful, but it sure isn’t great. Suppose you never improve it. Then, one day, someone is finally mad enough about it to complain on a forum. Maybe because they asked you once or twice, and you innocently forgot. Maybe because there was some other thing you did, and this was the straw that broke the camel’s back. Whatever – it doesn’t matter here, because being right isn’t the issue. Yet, that’s just what most people will focus on. They’ll say the terms were in the fine print of the contract. They’ll say they mentioned it a year ago. They’ll come up with something. That’s human nature.
Forget the justification. There are a thousand explanations to everything. Maybe your client is wrong. Maybe they’re a little crazy. Who knows. But you know what? No one cares. Just bottom line it. If 15% of your clients are confused, you’re 15% wrong, regardless of what happens in any specific case. That’s not a great percentage. Just improve it, because your job isn’t to be right. It’s to create happy clients. Client satisfaction keeps you in business, gets you more work, and it keeps you happy too.
When I hear language of justification, I know the game is lost. Justification and explanation are too often a distraction from solving problems. They frame the world in adversarial terms that undermine collaboration. Your value doesn’t come from troubleshooting problems. It comes from preventing them in the first place.
We live in a world rife with fear. Everyone is so concerned with protecting themselves, they forget to look at anyone else. But more times than not, if you look out for your clients, you won’t have to look out for yourself. I know that’s what I pay people for. Whether it’s a plumber, a programmer, a color corrector, or an office assistant – I want people who look out for me. Not people who explain their decisions. What could be more annoying? I want people who make things work, take responsibility, and watch for the pitfalls. And I’ll not only pay more for that, I’ll even be happy to do so.
Another example? Album up sells. There are those who get big album sales, and their clients love them for it. There are those who get big album sales, and their clients feel like they’re being taken. And the difference isn’t just about the deliverables. In fact, most of the time, it’s not all too different. It’s that some people know how to make their clients see value and feel valued. They create an environment that is friendly, pleasant, and sincere by using their experience and mistakes to constantly improve the way their business works, until it is flawless. Just as frequently, though, businesses make clients feel cheap, alone, and unimportant. Who do you want to be?
A process of care elevates your value. It’s based not on technicalities and the land of logic. It’s based in real world connection. It’s practical. It looks at what can go wrong, and it prevents it from happening. It is a process of simple things. Confirming with people. Telling people what to expect and when to expect it. It’s about using the right language. Replying quickly, seeing if there is any confusion, and making sure you’re on top of it when you see chinks in the armor. It starts by taking ownership of your problems, whether you’re right or wrong, and building from there. Because in the end, it’s a classic question. Do you want to be good, or do you want to be right?
You, sir, are exactly right. 🙂
I appreciate it, Chris. 🙂