What if your customer is asking for the wrong thing?

What happens when a client asks you to deliver something your expertise tells you isn't right for them?

It's an interesting tension in any expert/client relationship.

Your client is paying you and understandably has views about what they want. But they've also chosen you because you know something they don't. Simply agreeing with them might keep the conversation comfortable, but it isn't necessarily going to deliver the result they're paying you for.

Sometimes being the expert means being prepared to challenge the brief.

• The web agency - the client wants a specific kind of website, but the agency know that’s not the most effective for generating traffic or converting to sales

• The law firm - the client wants a specific outcome, the lawyer knows that is never going to happen

• The cyber security consultancy - the client wants to achieve specific accreditation but is not prepared to make adjustments to their processes

• The hair salon - shown an image of a hairstyle but the client has a very different hair type and face shape - it’s not going to work as well for them

These are all very different businesses, but the dilemma is the same. You don't want to disappoint the client, but equally your professionalism and reputation depend on giving them the advice you genuinely believe is right.

The answer isn't to tell the client they're wrong. It's to understand what sits behind what they're asking you to do.

So, how do you manage that situation?

Crucially, it is by learning more about your customer. This will help you to shape your communication effectively to ensure you both get the right outcome.

• Are you the first expert they have been to? If they have already seen a number of others who haven’t given them the outcome they want you are already seeing a picture develop

• What have they tried before? To solve their legal problem, generate sales, gain relevant accreditation, style their hair etc

• Why have they chosen you? What attracted them to you? This is about seeing if they liked previous examples of your work, or have been recommended by someone

• What problem are they really trying to solve? The solution they've asked for may not address the underlying problem. Keep asking questions until you understand what they are actually trying to achieve and why it matters.

• How much time are they willing to invest? Clients can choose experts as they think it will be quicker and will solve all of their problems. But often they need to invest time too, in order to make the outcome effective. If they think there is a quick fix you need to know that upfront

• What does success look like? How will they measure if your relationship is successful? More sales, the lawsuit disappearing, more suitors?

• What does wow look like? If you can understand what it would take to really impress them, it would be incredibly helpful. You may not be able to achieve that, but it gives a very clear picture of what it would take to impress the client - and if they are a good fit!

Needless to say, there are probably other questions you would want to add to this picture, based on your service offering and the client’s requirements. However, you now appreciate that building a profile of the customer’s previous experience and expectations first, is the essential foundation to a successful relationship.

Ideally, ask these questions before you've agreed what you're going to deliver.

Not only does that give the client confidence that you're taking the time to understand their situation, it gives you the opportunity to decide whether you can genuinely help.

Sometimes the right answer is that you can't - or that what they've asked you to do isn't what you would recommend.

That's a much better conversation to have before the work starts than halfway through it.

Presenting your solution

When you present your recommendation, take the client back to what they told you they were trying to achieve. Use their words where appropriate and explain how your recommendation connects to the outcome they want.

If you're recommending something different from what they originally asked for, explain why. Show them the evidence, draw on relevant experience and be clear about the implications of the alternatives.

Expertise isn't about saying “I know best.” It's about helping the client understand why you're recommending a different path.

Challenge requires trust

Challenging a client is much easier when you've earned their trust.

Keep them informed, particularly if the work takes time or something isn't going according to plan. Explain what you're doing, what you need from them and why particular decisions matter.

If a client wants to go against your advice, don't simply keep repeating the recommendation. Understand what's making them uncomfortable about it.

You may ultimately disagree. The decision may still be theirs to make. But your job as the expert is to make sure they understand the implications rather than quietly delivering something you believe is wrong.

If you've brought in outside expertise but still aren't confident you're solving the right problem, let's have a conversation.