The Limits of Client Education
As designers and communicators, our goal for any client is to build a brand that speaks to an audience. We are hired because our clients have something to say, and they want to look great, command respect, and raise their bottom line while saying it. Given a varying set of constraints such as time, budget, and demographics, we pull together our collective experience to meet deadlines and produce stellar campaigns.
Adjustment to constraints is often a challenge, but can also lead to a more creative end result. However, there is one challenge that rises above the rest. When a client retains our expertise, we are often required to step into an additional role—educator.
Many industries, such as automotive, computing, and finance, command a level of familiarity with their goods and/or services prior to a client being able to effectively purchase them. Think about it. How many consumers do you know that arrive at the car dealership without researching models, makes, safety, fuel economy, and costs?
Within the branding and public relations community we are oftentimes faced with a reversal of this self-educated trend. Our area of expertise is highly specialized. But then again, so is the automotive industry. As service-oriented companies, should we welcome the opportunity to educate our clients at the cost of our own time? Or should we search for clients who are already educated?
Pros of client education
Educating the client is often required to complete the task at hand. In many instances, the education process has its perks, including:
- Increased interaction between firm and client
- Expansion of your firm’s “expert status” in the client’s mind
- Well informed clients
- Repeat business and referrals
Cons of client education
When a client lacks understanding of a vendor’s products and services and pursues a relationship with that vendor, the education required can create a slew of challenges. Examples include:
- Budget allocation: time spent on education rather than execution
- Frustration between firm and client
- Lack of focus: firm and client can lose sight of project goals
- Missed deadlines and altered project timelines
Within each project, the process of client education can have varying impact. It can bring a project to a halt or lead to an innovative branding campaign. The true question is not whether we should or should not educate. The true question is when should a firm’s effort to educate cease and allow the client to take responsibility for educating themselves?