Trust is Earned when Action meets Words

I was recently asked by a young manager who manages bloggers, how do I keep my customers. And what do I do if a customer is not happy with the outcome.

I ask if he set the right expectations with his client before taking on the job. He said no. To him, he wanted to try and agreed to his client’s demands just to close the deal.

In the field of communications and I believe in the world of business development and sales, such scenario is very common. And if one does not set the right expectations with one’s client from day one, the moment we take on the job, we are already at a trust deficit.

There is a saying ---” A relationship without trust is like a car without gas. You can stay in it for as long as you want but it won’t go anywhere.”

If a person think long term, no matter how small the project or sale amount is, the moment we take it on we must do all we can to meet our clients’ expectations and perform to the best of our ability. It is indeed a MUST to first and foremost set the right expectations and be truthful on what you can or not be able to fulfil. To sustain a good client-agency relationship it is crucial to be honest and aim to get a win-win situation before the job even begins.

Here are some common topics that need to be discussed and agreed upon to ensure a successful event:

1.   Type and number of media/bloggers turning up for the launch or press conference. Always give a range instead of a specific number.

2.      Identify Tier 1 and Tier 2 media that the client wants/prefers.

3.    Agree on the key messages or content of the press release and the positioning of the event.

4.      Agree on the spokesperson/s and delegate each spokesperson to talk on certain topics. Some CEOs/MDs may not be able to go into detail of a certain project or programmes, so it is best for him /her to handpick his/her ‘sidekick’.

5.    Agree on job responsibilities between client’s team and your own team so that there will not be duplication of tasks/role.

6.      Will there be any follow up interviews  after the event and if it is chargeable.

7.    Agree on the cost and if there are any other additional costs that may be incurred on that day. There should not be any hidden charges!

To impress a client is one thing but to over promise and under deliver will always put you in a trust deficit. Another point to note is not all clients are communications savvy.  It is an agency’s responsibility to explain and ensure the client has clarity on what has been discussed to avoid mismatch of expectations.

At the end of the day, trust is earned only when our actions meet our words and we walk the talk.

This article is contributed by Ivlynn Yap Cheng Theng, Managing Partner/Crisis Communications Lead Counsel.