When the customer doesn’t hold up their end of the bargain
If you’re offering a solution that needs some effort or input from the customer, it can all turn to custard at the drop of a hat if they don’t hold up their end of the bargain.
As the supplier, you’re usually starting off with the pressure on, and often have a contract that outlines exactly what you’ll do. Customers are also accountable, but somehow the saying ‘the customer is always right’ has been morphed into ‘the customer takes zero responsibility’. If you know that your solution needs them to do something too, be ready to roll, or the likes, it is absolutely okay, in fact it’s good business, to have that detailed in your quotes and contracts.
Getting on the same page about who does what in order to make the magic happen really helps smooth the waters. Even more so when your solution is bespoke or complex, or has some tight deadlines (eg building a house or office block) where a 5 day delay by the customer can create a four-week delay at the other end.
Most people are reasonable, and taking the time early on to explain the process, what the customer can expect and what they need to do at key stages is valued, and manages and aligns everyone’s expectations. It also means ‘no surprises’ for both you and them.
These conversations can feel uncomfortable at the start, especially if you’ve not had them before, but trust us, a tiny amount of pain at the start is a lot better than a tonne of pain later when you realise you weren’t on the same page or the timelines are shot to pieces. A solid approach to this is to …
1. Draft the list of what you’ll do and what they need to do
2. Take the parts they need to do and write detailed explanations for each stage, also expand on these to outline the consequences
3. Take all your customer-facing team members through this in depth so they understand it
4. Include these items in your proposals/contract documents
5. Ask your sales people to ensure they discuss these additions with customers early on, and before signing so the whole process is transparent and everyone gets it.
That's the hardest part done and dusted. It should also minimise the chance of their being issues along the way, but incase there are, you now have an agreement in place which shows the customer has signed up to some effort too and if it doesn't go to plan, you can refer back to this agreement and base the discussion there, objectively. No surprises!