Blog
the flutter author num is: SELECT post_id FROM wp_postmeta where meta_key = 'wp_user_id' AND meta_value = '2'

Over-Delivering For Your Client Starts With These 5 Questions

Clients Consulting By AJ Vaynerchuk Nov 16th |

1. What Story Are You Trying To Tell?

Before the start of any working relationship, we insist that there is an initial strategy meeting. We predominantly listen during this meeting (shocking, I know) with the sole purpose of gaining an understanding of the big picture. Details are important, but details can be outlined in a word document or sent via email at a later date. The story is what matters most, and having a full appreciation of what the client is trying to accomplish with its brand will allow you to execute on individual projects and initiatives at a higher level.

2. What Are The Goals?

Now that you understand the global vision, it is important to understand the goals being set for your working relationship. By knowing what the client’s goals are, you and your team will have the ability to focus your energy on what is important. Do not allow the client to deliver vague and unclear objectives. This does not mean you should ask for numeric measurables, in-fact we advise against simple numbers – but that is a different blog post for a different time. If the goals are clear, you and your team have the ability to over-deliver.

3. Why Do We Want To Accomplish These Goals?

After receiving your identifiable goals, ask the client why (exactly) do they want to accomplish these goals. Understanding the reasoning behind each goal will allow you to either accomplish each goal effectively or adjust misguided goals to an objective that falls more in line with the global story the brand is telling.

4. What other marketing initiatives are currently in place?
Our belief is that social media can assist in any marketing plan for any brand. With that in mind, we ask that the client to keeps us in the loop with every current or future marketing initiative. By being aware of other initiatives you have the ability to be a major asset beyond your hired role. This shows the client that your involvement may be more valuable than they may have originally thought and that you are willing to over-deliver if the opportunity is there.

5. What Can’t We Do?

Ask the client for a list of don’ts / can’ts ( I know that you shouldn’t make those two words plural, but it works here, at least for me). Knowing what you “can” do is actually limiting and a waste of time. Believe it or not, knowing what you can’t do gives you creative freedom. Every client will have unique rules and regulations. The best way to over-deliver is to respect their boundaries and brainstorm ideas for every other angle imaginable.

Do you work with clients? If so, what questions do you ask during the discovery phase of your working relationship? Share your ideas below:

Filed Under: Clients, Consulting

Author: AJ Vaynerchuk

AJ Vaynerchuk is a co-founder of VaynerMedia, a social media agency that focuses on community management and emerging technologies.  AJ runs day to day operations at VaynerMedia while also serving as the key contact for many VaynerMedia clients.  In addition to his responsibilities at Vaynermedia, AJ serves as an advisor to several startups including WakeMate and Forrst.  He enjoys spending time with his family, reading on his iPad, and following the New York Jets.
  • http://www.facebook.com/people/Chris-Leone/11312309 <fb:name linked="false" useyou="false" uid="11312309">Chris Leone</fb:name>

    Good, fundamental list, AJ. I’ve found many of my own clients eager to jump into the social media space (or any marketing initiative for that matter) just for the sake of doing it. It amazes me how challenging a question “what are you trying to accomplish” can be for a company’s marketer or even owner!

    Starting with a vision is so vital yet so often overlooked.

  • http://vaynermedia.com AJ Vaynerchuk

    Chris, thanks so much for the kind words. Completely agree – it is vital to understand the motive and game plan before all else.

  • http://www.griffinyorkkrause.com/connect Sarah LaLiberte

    Thank you for pulling together such a great list. I’m amazed at how many times we, too, have heard requests for work to begin — right now. We have to be sensitive to timing of information and there is so much more to the big picture that expedited efforts can not only product sub-par results, but can actually damage well-developed messages. Unfortunately there is no one list of master questions to ask every single client. Listening, as you note, is the key to understanding. Keep asking “why?” until you learn the truth. Thanks!

  • http://vaynermedia.com AJ Vaynerchuk

    Sarah, thanks so much for the kind words! If I come up with more questions to ask, I will surely post them here :)

  • http://dondavidson.tumblr.com Don Davidson

    #5 is huge in a couple of ways. Some clients may not be able to execute certain strategies simply because of the regulatory handcuffs their industry places on them. For others it may simply be a comfort issue.

    One of my favorite questions is to ask is how I can help the client’s business indirect of the services I offer. In other words, who can I introduce to them that would be in need of their services/products. In playing the business matchmaker role, it’s one of those rare instances where you gain nothing and everything at the same time.

  • http://unchained-entrepreneur.com Seth Elliott

    Perhaps implicit in your post – and the two comments thus far – is the issue of whether the client understands (and can articulate) what they want.

    In some cases, clients find the litany of “why” and “what” questions frustrating, as they want to move immediately to action.

    Of course, in those are invariably the circumstances where asking the questions and initiating the dialogue proves to be most important…

  • http://vaynermedia.com AJ Vaynerchuk

    Don, great point! At VaynerMedia we’re very fortunate to have a solid network of smart, nice people. We always bring that to the table and clients obviously find that to be a major positive!

  • http://vaynermedia.com AJ Vaynerchuk

    Thanks Seth, completely agree. I think your point falls under #3 – “Why Do We Want To Accomplish These Goals?”

    You have to poke and prod. It is important to both you and the client that their money spent… is money spent well.

  • http://deepbenchstrategies.com/work/box-scores-nov-16-22-risks-twitter-sins-the-year-of-nothing/ Box Scores, Nov. 16-22 – “Risks, Twitter Sins & The Year Of Nothing” « Work. Play. Do Good.

    [...] -“Over-Delivering For Your Client Starts With These 5 Questions” [...]

  • http://www.ajvaynerchuk.com/where-ive-been/ Where I’ve Been | AJ Vaynerchuk

    [...] of content creation over at the VaynerMedia blog. Here are two of my most recent articles: “Over-Delivering for your Client Starts With These 5 Questions, and 10 “Top 10″ Lists Every Entrepreneur Should [...]

blog comments powered by Disqus

Copyright 2009 - 2012 VaynerMedia