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class="wow fadeInLeft" href="/">Главная</a> </li> <li class="breadcrumbs-li wow_hidden"> <a href="https://admr.pro/blog/"><span class="wow fadeInLeft" data-wow-delay="0.2s">Блог</span></a> </li> <li class="breadcrumbs-li breadcrumbs-li_current wow_hidden"> <span class="wow fadeInLeft" data-wow-delay="0.3s"> Правила уступок в работе с клиентами в Digital </span> </li> </ul> </div> </div> <main class="main"> <section class="section section_content"> <div class="wrapper"> <div class="con-nav"> <a href="https://admr.pro/blog/kak-vyrasti-iz-rukovoditel-proyekta-v-predprinimatelya/" class="con-nav-prev btn btn_2">Назад</a> <a href="/" class="con-nav-home btn btn_2">На главную</a> <a href="https://admr.pro/blog/process-razrabotki-website/" class="con-nav-next btn btn_2">Дальше</a> </div> <h1>Один проект — два взгляда. Правила уступок и работы с клиентами в Digital</h1> <img class="con-image-min" src="https://admr.pro/wp-content/uploads/2021/01/Post2.jpg" alt=""> <p><br><em><strong>Автор: Денис Климин</strong> <strong>—</strong> </em><a rel="noreferrer noopener" target="_blank" href="https://www.instagram.com/denklimin/"><em><strong>ссылка</strong></em></a><br><br>Каждый раз, когда начинается разработка сайта, настройка и ведение рекламы, разработка дизайна интерфейса, мы сталкиваемся со взглядами заказчика, его вопросами. Попытки переубедить, что так будет лучше, могут не увенчаться успехом.</p> <p>Как бороться с непонимаем? Как перестать из-за этого нервничать? Какие есть риски? С каким видом клиентом больше всего проблем? и т.д. Задача этой статьи помочь улучшить сервис своей компании и компетенции аккаунтов и проджектов.</p> <h2><strong>Два типа клиентов</strong></h2> <p>Мы выделим всего два вида: мелкобюджетные (ценник ниже 100 и до 300 тысяч рублей) и крупнобюджетные (ценник выше 300 тысяч рублей). Так же все зависит от масштабов самих компаний и самих проектов, но мы будем ориентироваться от цифр.</p> <p>Со стороны мелкобюджетных клиентов вся коммуникация строится от лица руководителя (тот, кто платит деньги). Им важна цена, сроки и платят они деньги из своего кармана напрямую вам. Поэтому, вся слежка по проекту и решения по тому, как будет лучше, упирается в их личное представление. Отстутствие маркетолога рядом, который может быть рычагом для продвижения ваших идей, это минус. Но его можно превратить в плюс.</p> <p>У крупнобюджетных клиентов коммуникация делегирована отдельным сотрудникам (в основном это отдел рекламы или маркетинга). Для них важно выполнение всех условий Технического Задания, экспертность подрядчика. Все отдельные апсейлы делать легче.</p> <p>Все что описано выше — сильное упрощение и обобщение. Мы не будем упираться в частности.</p> <h2><strong>Выстраивание работ с клиентами</strong></h2> <p>Вы знаете что такое CJM? Если нет, то вот вам ссылка на документ (https://yadi.sk/i/ar2meUollZfscA).</p> <p>Первое с чего начинается работа — это анализ. Здесь мы описываем проблемы и решения по каждой. Все это оформляется в виде подробной презентации.</p> <img class="con-image-min" src="https://admr.pro/wp-content/uploads/2020/11/Screenshot-2020-11-27-at-17.11.17.png" alt=""> <p>Каждый разрабатываемый нами сайт, если даже ниша нам знакома, подвергается новому анализу. Есть отличия по регионам, позиционированию, ценовому диапозону, уровню клиентов и др. Дизайн и функциональные возможности могут кардинально отличаться от предыдущего опыта работы по схожей ниши.</p> <p>Неважно какой клиент по бюджету, CJM важный элемент, от него зависит результат достижения целей от проекта. Дополнительно анализ поможет вам побороть непонимание заказчика к большому количеству нюансов и лучше ему разобраться в поведении своей целевой аудитории.</p> <h2><strong>Ход проекта (правила уступок)</strong></h2> <p>Вы согласовали ТЗ, CJM и начинаете основные работы по проекту. И на каком-то этапе клиент приходит с правками. Замечу, большая часть начинающих или средних менеджеров остро относятся к правкам и доработкам. По их мнению все дураки, кроме них. А что если посмотреть на это с другой стороны? Чем руководствуется ваш заказчик?</p> <p>Умейте задать правильные вопросы: “Почему вы так думаете/считаете? Моя цель разобраться, понять вас и правильно сформировать задачу нашим разработчикам.” Исходя из этих ответов, вы сможете предложить компромис, решение. Оно должно устроить вас всех, а заказчик при этом должен прийти к нему сам, ваша задача только его подтолкнуть к этому.</p> <p>Вы защищаете себя и разработчиков от большой работы и ошибок по проекту. Заказчик некоторые правки дает из своей неопытности, поэтому ему нужно подсказать, а самое важное правильно объяснить. Не торопитесь с ответом, соберите экспертизу у ваших коллег, а потом проецируйте это вашему заказчику. Следите за тоном подачи информации, будьте гибкими.</p> <p>Таким образом, вы станете меньше нервничать, избагаете риски ошибок и становитесь только лучше.</p> <p>В основном проблемы с правками идут с мелкобюджетными клиентами. С крупнобюджетными чуть сложнее, потому что у них есть свой отдел маркетинга/рекламы, у которых есть свое видение. Их также можно переубедить, только экспертиза должна быть чуть глубже, терминология иногда не работает. Лучше доносить информацию четко, чтобы было понятно каждому.</p> <h2><strong>Согласования и выдержка сроков</strong></h2> <p>Опишу этот вопрос коротко и ясно:</p> <p>— Согласовывайте каждый этап по электронной почте, направляя все письма для согласования на ответственного по договору</p> <p>— Следите за теми актами и этапами, которые должны быть подкреплены подписанием соотвтетствующего документа (эти нюансы должны быть прописаны в договорах)</p> <p>— Следите за сроками и предупреждайте вашего заказчика заранее о просчке. Все завязано на общении, договориться можно. А чтобы не просрочить проект, можно его заранее растягивать и прописывать это в договоре. Всегда должны быть внешний дедлайны (для клиента), внутренние (которые вы планируете для себя и они короче внешних) и еще один, который выделяю лично я — “подвнутренний” (дедлайн для самих разработчиков).</p> <h2><strong>Консультации</strong></h2> <p>Когда клиент полностью оплатил деньги по проекту, начинается этап консультаций. Или, пока вы ведете рекламу, клиент постоянно идет к вам с вопросами. Вам начинает это надоедать, кто-то перегорает, начинает не успевать по задачам.</p> <p>Что делать?</p> <p>— Расставьте приоритеты. Не успевают только те, кто не знает про ничегоо приориты и не умеет их расставлять</p> <p>— Описывайте заранее подробные инструкции и ход проекта клиенту</p> <p>— Не оставляйте вопросы без ответа, планируйте их разбор, только скажите клиенту, когда сможете ответить. Игнор — самое ужасное и неприемлемое в работе профи-менеджера.</p> <h2><strong>Ловить кайф</strong></h2> <p>В каждой работе есть свои издержки. Нужно ловить кайф от того, что вы делаете. Работать качественно и на не на 99%, а на 101%. Не торопиться, расставлять приоритеты, заранее подстраховываться и относится к заказчикам с понимаем и заботой. 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