Managing clients: the reduced expectations strategy.
February 26, 2005
In the business of web design, keeping the client happy is the most important thing you can do. Reducing expectations is an old marketing trick that helps us with this goal.
THE 3 STRATEGIES OF REDUCED EXPECTATIONS
1. THE BONUS FEATURES
If your project consisted of say a 10 page website with minimal static graphics; maybe adding a tasteful Flash animation in place of a static image might put a smile on your client’s face. Whatever you provide, it is important that you bring it into the mix after you’ve settled on a price and features – the key is creating that perception of a free bonus.
I used to say something like:
"I was finishing up the site, and I thought that a nice Flash animation would be really effective for your website, so I created something for you. Don’t worry though, I was able to fit it in budget."
The trick is that from the beginning, I already accounted for this extra feature, but just didn’t mention it to my client! So in essence, I created a lowered expectation from the start so that I could ‘in the last minute’, come up with something extra. 😉
2. THE UNEXPECTED SAVINGS
You can apply this same principle with billing: quote higher than what you need and when the project is done, come back with an ‘unexpected discount’.
3. THE QUICK TURNAROUND
Another way to use this principle is with delivery dates. Tell your client it will take three weeks, when you actually know it will take two. Doing this will give you a buffer, just in case something goes wrong or (hopefully,) you can deliver the website that much quicker, impressing your clients.
CONCLUSION
How you use this strategy depends on the project, client and your experience. With time, you will see the pattern where you will lower expectations in the beginning, so you can impress them at some future point. Doing this will help insure a long term relationship with your clients.
