As consultants, designers and project managers, we are hired to get a client from point “A” to point “B”.  Often times a client has an idea of is needed or wanted, other times they do not. Vague goals sound good, but without a clear strategy on your part and clear goals on the part of the client, the relationship can go awry.

Even the best client/consultant relationships can have conflict.  To keep the relationship from going under it’s necessary to know how to bring your client into the light.  To do this I suggest three key things:

Establish the Desired Outcomes Up Front

Often times we jump head first into a project based on our plans and vision of what we think the customer wants or needs.  Before you get started on any project, find out the desired outcomes.  What does a “successful” result look like to your client?  Are the goals S.M.A.R.T. (Specific, Measurable, Attainable and Time-Bound)?  Goals like “Increased Web Traffic” and “Increased Sales” or “Better Relationships with Customers” are vague.  Set target numbers with deadlines and structure your strategy around the outcomes.  Create a detailed plan of how you will get the client from A to B.

Submit a Project Plan before you spend a ton of time and end up with a product your client isn’t happy with.

Go over your vision for the project and how you plan to get there.  Include time lines and a communication plan.  What will the client get? What is your vision of the design, the class, the speech?  What will you include in the cost of the consulting? How often will you check in and communicate with the client. This plan will be a valuable road-map and document you can refer to if ever there are questions about what the agreed work is.

Gain Agreement

Go over your project plan and any questions your client may have. Get agreement, in writing on the plan before you move forward.  If there are any items that are fuzzy, unclear or in disagreement, discuss and come to terms on which you can both agree.

Establish Regular Check-Ins With Your Clients

Nothing will derail a great plan faster than poor, inconsistent communication.  Talk regularly with your client and provide progress updates.  Set a communication schedule stick to it. Will you meet weekly, monthly or quarterly?  Let your client know what has been done on the project, the results and if  anything changed in the mix.

Always, Always Follow Your Road Map and refer back to the Original Outcomes

Often times you will be asked to do something that may take the project off track. Be open to suggestions, but always refer to the original project plan and desired  outcomes when making a decision to make changes to the strategy or pick tasks.  Will this action bring us closer or further away from the desired outcomes? Why or why not?  Be ready and able to explain clearly how what you are (or are not) doing is tied directly to the goal.  If the suggested changes will take the project off course, be ready to explain why, how and how much the detour will cost in terms of time, results and dollars.

With clear communication, a good project plan, and desired outcomes as your guide to action, you bring your client (and your project) out of the shadows and into the light.