A humorous and socially germane video has been circulating social media sites. If you haven’t seen it, it’s worth a quick view (click on the picture above) and will most likely provide you with a chuckle or two. In the video, a woman speaks to a man about the problems in her life. As the camera pans out, you realize that the woman has a nail sticking out of her forehead. The man repeatedly tries to point out this nail in her forehead as the source of her irritation. This causes her to snap sharply: “It’s not about the nail”. She accuses him of trying to fix everything without really listening and understanding what her problems are.
The relationship of client/service provider can be equally complicated. How much a service provider can read into a client’s true needs and desires is often the make-it or-break it-moment for the business relationship. So how does one know whether or not it’s about the nail and if the nail should even be pointed out? Here are some suggestions:
1. Have a Nail Identification Plan that tactfully includes services beyond what you offer.
In the world of marketing materials some clients don’t like your product because their message is ineffective. No matter how much you provide them great stuff or dress up their idea, there is no fixing the overriding problem: their message isn’t working for them. Asking specific, guided questions can help identify problems that might need addressing prior to your involvement. It also shows that you care about the whole company brand and not simply your portion of it.
2. Listen, Really Listen
This may sound like a no-brainer but can actually be quite difficult when trying to close a sale. Often we come to the table with products, campaigns or services that have worked successfully in the past for other clients. While these might be items we are comfortable with, they may not be the best solution for every specific situation. Find out a client’s needs and consider asking them for the time to research solutions that will be best for them. They will appreciate being heard and you might discover some new items to add to your portfolio
3. Know When to Agree and Stay Silent
Sometimes a client doesn’t realize they have a nail in their forehead or, if they do, they certainly don’t want to hear about it. I have been in many meetings where a client is painfully set on what they want from their provider and closed off to any creative suggestions, no matter how horrid their current idea is. Although this can be extremely frustrating, if it doesn’t compromise your artistic integrity, give them what they want and let them ignore the nail.
So whether it is developing a general survey to identify a client’s needs prior to meeting or simply taking the time to read them face-to-face and react appropriately; it’s worth the relationship to handle the nail, with care.