Setting Expectations & Boundaries with Clients: A Guide for Small Business Owners + Event Professionals
We are going into the busiest season for event professionals (we see you, Spring), it’s easy to get overwhelmed by your business plans and goals. And while we all know that setting clear boundaries and expectations is crucial for success, let’s be real: it’s a lot easier said than done — that’s why I’ve compiled my top tips for you below!
Going above and beyond for your clients: how to stand out in a crowded event market
One of the best ways to set yourself apart from the competition and attract the right clients is by going above and beyond their expectations. This doesn't mean you have to work for free or do more work than you're paid for, but it does mean providing exceptional customer service, being upfront about what exactly the client deliverables are, and finding ways to be creative in the client experience process to surprise, delight and overdeliver. Number one tip to begin to exceed expectations is you must let your client’s know from the beginning what they can expect from working with you. Then you have a built-in baseline for exceeding those expectations in the little things.
Hack this tip: This could be as simple as someone expecting an hour call and you give them an extra 30 minutes as a bonus to sending a $5-10 Starbucks electronic gift card as a pick-me-up after they finish your comprehensive intake form . Trust me, clients will notice and notice the extra effort.
Realistic goal setting for event professionals and small business owners
When it comes to setting goals for your business, it’s easy to get carried away. (I get it, I’m a recovering perfectionist too.) But it's important to be realistic, both for your own sanity and the quality of your clients’ experience. Instead of trying to book as many events as possible, focus on booking the right events with your ideal clients for your business. (You know, the ones that are stress free, headache free, value your expertise, trust your process, and don’t take every ounce of your patience? Yeah, those ideal clients.) Be clear about how many events you want to book per month and what you're willing to manage in terms of planning, coordination, and execution. This will help you avoid taking on too much and ensure that you're not spread too thin.
Hack this tip: Sitting down and knowing which service offerings generate the best net income and ensure you are prioritizing work that helps you have a healthy and profitable business. We have to constantly remind ourselves to juggle the balance between client work and ongoing development, so don’t overload yourself with too much client work or you will start decreasing your perceived value and not meet expectations.
Creating healthy communication boundaries for a sustainable business
We’ve all had clients who call, text, email, and FaceTime at all hours of the day and night. While I totally get that our average work day is the event of their lifetime, it’s critical that you set clear expectations upfront about how and where you want correspondence coming in from. Let your clients know how you prefer to be contacted, on what platform (ie. email only), what your response time is, and what you're willing to do after hours or on weekends. This will help you maintain a healthy work-life balance and ensure that your clients respect your time and energy.
Hack this tip: In your first kick-off meeting, be sure to let them know how you do your best work. That might be communicating through email, or receiving a phone call. Also set the expectations of your family responsibilities and working hours. Once you set the tone, you may need to remind them along the way, but you have taken control of the areas in which you know you might have the chance to drop the ball.
The importance of asking for what you’re worth and sticking to your process (after all, you’re the expert!)
It's also important to remember to set boundaries when it comes to your scope of work. As event professionals, it’s easy to become all things to all people, but that’s just not realistic. Clearly communicate what you will and will not be responsible for and make sure that your clients understand and sign off on all relevant contracts. This will help prevent any confusion and disappointment down the line, and ensure that you’re given the space to do what you do best: deliver on their big day.
By setting expectations with your clients right off the bat, you’ll set yourself up for success in helping them plan the event of their dreams. It can be difficult at first, but it’s so worth it!
Hack this tip: Be sure to outline in detail in your proposals what you do manage and what you do not manage. Likely your client is hiring your service for the very first time. They don’t know if they should have wireless mics, or wired mics - they don't know if they should have a planner steam their dress or a bridesmaid, they don’t know if their cake baker is providing a display stand or just the cake.
I am passionate about helping event professionals have healthy businesses and brands. This means having confidence in what they offer, knowing how to communicate their value, charging what they’re worth, and having the empowerment to choose the clients they get to work with so they can thrive in their personal lives as well. If you feel like you could benefit from some strategies to better align with these easy weak-points, reach out for a free 15-minute call and we can discuss how I can best help you align your client experience expectations with your goals.