#017 - Manage the client or the client will manage you

#017 - Manage the client or the client will manage you.

5 keys to ensuring a stress-free freelancing project.

I just hit send on the final deliverable of the easiest project in recent memory.

But it wasn’t easy for the reasons you might think.

It was a 6 week engagement, included mountains of deliverables, and over 100 hours of work.

I worked hard. And I’m proud of the output.

What made it easy was the dynamic with the client.

My takeaway?

Manage the client, or they’ll manage you.

Reflecting on this latest engagement, here are 5 things I did to effectively manage the client, resulting in a stress-free project.

1. Build a roadmap

Following the initial discovery call I got crystal clear about the end destination of the project.

What business outcomes are we looking to impact Why are those things important What specific outputs will drive those impacts? How will we get to those outputs over the next 6 weeks

I laid it out like a layered onions. 3 goals 3 deliverables tied to each of those 3 goals What work, week by week, would result in those 9 deliverables in 6 weeks time The investment tied to this work & outputs

This level of specificity and detail gave them confidence that I had a game plan.

As I hit each milestone like clockwork, their confidence and faith grew.

Not once did I get an email asking where something was, or chasing me between delivery dates for updates.

2. Define the inputs

Garbage in, garbage out as the saying goes.

The same holds true for freelance marketing work.

With this project, I was explicit about what inputs would be required for me to run my process and deliver the outputs specified in the roadmap. There was no negotiation.

The time for them to gather and share those materials was built into the project plan.

Time for me to review, digest and extract insights was also factored in and made clear.

Early on in the project, the client hadn’t yet delivered some of the agreed inputs. I took steps to quickly escalate and hold them accountable to their commitments, making clear that it would impact delivery of the project.

3. Own the checkpoints

Many client engagements breakdown for freelancers when it comes to unplanned, ad-hoc calls.

Within my roadmap I defined specific checkpoints with the client.

These would be the only calls I would have with them during the course of the project

When an unexpected calendar request showed up from the three co-founders of the business, I challenged back and sought to understand the goals of the meeting before accepting.

At each of the delivery checkpoints, I sent a short, succinct email using the same subject line structure: “🚨Delivery: <Client name> Product Marketing Project - <Deliverable name>”

On the weeks where there wasn’t a deliverable delivery (say that five times fast!), I sent an end of week update (similar email subject line structure).

I recapped what had been accomplished each week, what was on tap for the week ahead, and any outstanding items required from them.

For some, this level of structure might border on anal-retentive. But to me, it was a way to continuously demonstrate I had both hands on the wheel. Information vacuum breed micro-management.

4. Package up deliverables

As freelancers, it’s important we make it ridiculously easy for clients to work with us.

With a project of this many deliverables it could be easy for things to get lost.

I made a decision early on to create a ‘Product Marketing Playbook’ to serve as a central repository – or jumping off point – for all the project deliverables that would follow.

Was it ‘another’ document I had to create and manage? Yes.

But what it cost me in time it made up for in impact.

It gave the client one, succinct place from which to access all the outputs.

Here’s how I structured it:

Intent of the playbook: be a home base for deliverables Deliverable status: list all deliverables, status, and links to the full assets Deliverables summaries: what it is, how to use, it who owns it, a sample image, link to asset

This helped me in a few ways. It eliminated the emails asking: “where do I have to go for this or that”, it provided a quick snapshot of if we were on/off track, offered an executive snapshot of the strategic nature of the work, boosting my value.

5. Drawing the line

As freelancers and consultants, it can be difficult to balance being firm while also providing exceptional client service.

When the invoice wasn’t paid on day 30, old Jeff would have worried about pestering the client or ruffling feathers and told myself “just give it a few more days…”

New Jeff followed up on day 31.

I simply replied to the email where the CEO returned the signed SOW and said:

Hi Checking on the status of payment on this invoice that was due on December 21. Please advise on when payment will be made? Appreciate your prompt attention to this. Thanks! /Jeff

Their CFO was looped in that day and began to take action.

When payment still wasn’t in the account yesterday, I follow up:

Hi - Can you please provide an update on the status of this payment? The project is set to come to a close tomorrow so want to ensure the account is up to date so we can release the final deliverables. Call or text if you have any questions or concerns (XXX) XXX-XXX. Many thanks!! /Jeff

Payment was sent by the end of the day.

I felt particularly comfortable taking this approach because I had been delivering like clockwork on my roadmap at each step of the project.

When I sent the final deliverables, again I drew a line.

I was clear that this was the end of the engagement. I laid out what the next steps were. I showed gratitude for the opportunity. I didn’t leave any open doors or loose ends.

A lesson here is that with the right client, being firm but fair with boundaries earns respect.

Reflecting on these 5 client management strategies, they feel, well, common sense.

But even after 7 years in the consulting world, none of this comes naturally to me.

As a recovering people pleaser, I’m quick to put other people’s feelings and comfort ahead of my own.

What was different this time?

Necessity. I had a self imposed deadline to get this project done before Friday.

The only chance in heck was developing structure, systems and discipline to ensure the train stayed on the track and arrived at the station precisely at the right time.

- Jeff

Freelance Marketing Alliance

p.s. On January 16 at 12pm EST, I'm hosting Freelance Office Hours (over Zoom). An opportunity to connect with other freelancers, learn new skills, and ask questions. Sign up here. More details will come in the weeks ahead. If you have ideas for topics to cover, reply and let me know.

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