How To Get Great Clients Alignment First
Expectations Second
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Alignment:
Alignment is a mutual understanding of what the outcome will be. It's defining success the same way.
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Expectation:
An assumption, a belief, prediction or hope.
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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!
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How do we prevent mis-alignment and set expectations?
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What we used to do: Website Questionnaire
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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
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So if we can’t use questionnaires, what the heck are we supposed to use Wes?
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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.
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This is not Discovery
Discovery is a long process of discussion to define a feature set, which results in a Design Document or Spec.
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It’s a Planning Meeting
A Planning Meeting is an hour or two where you discuss the clients business and define their goals.
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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
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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?
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Tip #2: Narrow The Goals
5 things you want a visitor to do on a website:
1. Call2. Click3. Read4. Buy5. Submit
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I thought you said we weren’t asking questions?
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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?
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How do we organize the answers in this Discussion?
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We use a Mind Map
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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
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Examples
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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
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Thank you!
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