How To Get Great Clients - Alignment First - Expectations Second

How To Get Great Clients Alignment First

Expectations Second

@WesChyrchel | WesChyrchel.com

Alignment:

Alignment is a mutual understanding of what the outcome will be. It's defining success the same way.

Expectation:

An assumption, a belief, prediction or hope.

Mis-Alignment

Developer: I am building you a social network for a niche group of users.

Client: We are going to build the next Facebook!

How do we prevent mis-alignment and set expectations?

What we used to do: Website Questionnaire

Why Questionnaires Don’t Work

● It’s like taking a test● Only one person answering questions, not

all stakeholders● Typically get one word answers● Not all questions work for all clients

So if we can’t use questionnaires, what the heck are we supposed to use Wes?

Conversation.

As web developers, business owners and professionals. This step is often missed. This is not the pre-sale conversation, this is the after signed contract conversation.

This is not Discovery

Discovery is a long process of discussion to define a feature set, which results in a Design Document or Spec.

It’s a Planning Meeting

A Planning Meeting is an hour or two where you discuss the clients business and define their goals.

Planning Meeting Requirements

● It can be on the phone or in person● All team members from both sides present● Ask questions in discussion format● There are no rules

Tip #1: Conversation Points

● Talk about the history of the business● Ask what their pain points are● What’s wrong with the current site?● Before someone leaves the site, what do

you want them to do?

Tip #2: Narrow The Goals

5 things you want a visitor to do on a website:

1. Call2. Click3. Read4. Buy5. Submit

I thought you said we weren’t asking questions?

It’s a guided discussion in a loose format. We cover:● Acquisition - How you get your customers● Engagement - How to keep them there● Retention - How to get them to come back● Benefits - Why you?● Objections - Why not you?

How do we organize the answers in this Discussion?

We use a Mind Map

Why use a Mind Map

● It’s easy to read● It creates a blueprint for the website● It’s instant, emailed after the call● It’s a solid deliverable

Examples

Why do a Planning Meeting?

● It establishes you as the leader ● You get access to all stakeholders● You create a rapport with your client● Missed information comes out● Increased revenue opportunities● The client feels they have been heard

Thank you!

You can view all slides atslideshare.net/weschyrchel

How To Get Great Clients - Alignment First - Expectations Second

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