IN THE KNOW —
Tips for better client management The combination of high demand, Council delays, and material shortages are leading to rising tensions between builders and clients. If not managed well, you may find yourself with a frustrated client holding back on the last payment, or you might feel the need to lower your price to keep them happy. Rather than taking an “I hope it doesn’t happen to me” approach, let’s look at proactive ways to improve your customer experience and minimise the chance of having unhappy clients.
1. Build a communication system Communication is one of the key factors in any type of relationship, but it is the most important factor in your relationships with clients. When you have open communication you can build more trust between both parties and set a foundation for a stronger relationship. Rather than leaving it to chance, I suggest hard-wiring the communication process into your core operations. Proactively decide what form the communication process will take, how often, and what tools/technology you may need. You can then show prospective clients your commitment to solid two-way communication and set expectations. If you are doing mostly custom projects, you may need to set up tailored processes.
2. Set expectations early Arguably the most important period in your builder-client relationship is AFTER the sale has been confirmed and BEFORE the project starts. This is a golden opportunity to have slightly firmer discussions with your customer around how the project will flow, what could go wrong and how you’ll respond if they do, what your “office hours” are, and what you expect from your client. You’re not exactly reading them the Riot Act, but it is the best time to talk openly about possible speed bumps in the building process and what you both agree to do in order for the project to go as smoothly and efficiently as possible. It’s a much better approach than waiting for issues to arise and then dealing with them. A well-designed pre-start meeting agenda can help here.
3. Invest in technology (if appropriate) There is smart project management software available to help automate the communication process. Used well, it allows you to shift your focus to the most important aspects of your client relationships, rather than the tedious tasks. This only works if your client is tech-focused and sees the benefit of using such systems. It is most important to ensure the tools and processes you use align with how the client
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responds best. Do they want the detail or just the big picture? Do they prefer email or face-to-face communication? Is it okay to ask questions via text?
4. Plan better When a project runs off the rails and the client becomes difficult, it can be your fault, believe it or not. You should always look at yourself first and ask “What could we have done better?” and “What systems could be improved?” One of these systems could be project planning. With supply times for some materials stretching out weeks longer than normal, it’s vital to nail your forward planning. I know it’s really difficult, but the days of winging it and popping down to the merchant to pick up last-minute supplies are gone, at least for the immediate future. The client has a part to play as well. They need to be made aware of any long lead times and encouraged to make selections really early. They also need to provide you with a second and third option in case their first choice is not available. There are other strategies you can incorporate into your project management processes to help maximise the chance of happy clients. To find out more about building a great customer experience into your business reach out at andy@tradescoach.co.nz and we can talk about your specific needs.
Andy Burrows, Director of The Trades Coach and NZCB National Partner. I encourage you to take advantage of a free business strategy review session to see how we can improve your business performance. Call Andy today on 027 688 6721 or email andy@tradescoach.co.nz.
