The client – provider relationship can be a wonderful thing. Once in a while, everything seems to fall right into place. The meetings are productive, the phone calls are enjoyable and everything seems to click.
Unfortunately, this doesn’t seem to happen very often.
Even in good business relationships there is usually a little bit of tension. The client wants things done one way and the provider (whether the services are design, marketing or social) sees things in a different light. Sometimes one party is wrong and one is right, but usually, both are at least a little right.
As a provider you understand the web side of things. You have a good idea of which design elements work(hopefully), what kind of budgets you need, terms you should target, what text to use, etc.
As a client you understand your business. You know what your clients need (hopefully), their demographics, income levels, what drives them to your product or service, etc.
What neither party ever seems to come to terms with is how to deal with each other.
Essentially, it all comes down to control.
Everyone wants to feel like they are in control of their project and have made a meaningful contribution to its success.
But how much control and contribution is enough?
It’s a tough question and there honestly may not be an exact science answer – simply “enough to make them feel better”.
I heard a story about the Betty Crocker company today that fits this concept well.
In 1952, the company came out with their white cake mix. As a product, the mix had everything a person needed to make a cake that was “fresh, homemade quality”. Unfortunately, the cake mix was very slow to take off and sales were much lower than hoped. So in an attempt to understand the problem, the company called upon business psychologists, Dr. Burleigh Gardner and Dr. Ernet Dichter.
The problem with the cake mix was a lack of control and contribution…or more specifically, eggs.
By removing the powdered eggs from the mix and requiring homemakers to add their own, fresh eggs it helped to give a sense of accomplishment and creative contribution.
Sales of the Betty Crocker white cake mix soared through the roof and have not slowed much since.
Control and contribution.
The next time you are at a crossroads (or possibly a road block) with a business associate ask yourself one thing: “What could I give up to help the other party feel like more of a contributor?”
It could make all the difference in the world.