Improve Your Business Relationships Through Empathy and Education

Have you ever felt the frustration of posing your family for a holiday picture? No matter how much you try to plan and coordinate, it seems like every time you check the camera, someone’s eyes are closed, the dog’s in the frame or there’s a shadow on Grandma’s face. Any way you slice it,  gathering a large group to execute a collective task is no sleigh ride. 

If you’re a part of a creative marketing team, you may have felt a similar frustration while trying to organize multiple clients/stakeholders around a project – especially during the briefing process. If this resonates with you, there’s an approach you can take to get everyone on the same page. Much like taking a family picture, it’s not rocket science, but it does involve a fair amount of relationship management.  Here are a few tips that will make it easier for you to grow and improve your client/stakeholder relationships through the creative process: 

1. Accept that changes will happen – from strategic direction to requested look and feel of the work. While changes are inevitable, we can train our clients/stakeholders to become more adept at conveying their vision and feedback in ways that should reduce creative churn in the long run. This training involves pointed questions, honest feedback, and guidance from you and your team – and it won’t happen overnight.  It’s a process that requires patience and commitment to taking steps every day to get better and improve our processes – together. 

2. Seek relationship improvement through education and empathy for your client’s situation. If your clients/stakeholders fail to provide you with the time you need to complete requests, constantly ask for revisions, or change their minds on directions entirely, there are likely multiple factors driving those outcomes – many of which may be outside of their control (e.g., a disorganized boss, shifting business prioriites, etc.).  While holding your client/stakeholders accountable for their actions is important, we must also recognize when to extend some grace – the decision to do so can go a long way.  Instead of immediately asking why something just isn’t getting done, ask questions about what you might need to learn to help the process move along. As an ongoing, reciprocal education process between you and your clients, this constant education should help you to see each other’s perspectives. 

Building relationships with your clients through the creative briefing process is a worthwhile investment of your time. The ongoing discussions you have will evolve your relationships from transactional exchanges to solid partnerships built on the foundation of trust, understanding, and appreciation.