Why you need to explain what you do—and how you do it—in terms clients can understand

No one understands your profession and business better than you do. Because you are so conversant in your area of expertise, it is a common error when prospecting or beginning work for a new client to assume that the client understands what will you do for them—and how you will do it.

However, many people are reluctant to ask ‘dumb’ questions for fear of appearing uninformed or easily swayed into making decisions that may not be in their best interests. If these questions are not dealt with early on, there is always the danger that they will come up as work nears completion. That can spell trouble. At this point, the client is confused or dissatisfied and the project budget is running low.

It’s important to explain from the outset how you work and what you will do to ensure a mutually beneficial working relationship. This will help your clients understand what they are getting for their money, and what they must do to ensure the relationship is successful.