Nothing is more frustrating than the Client from Hell (CFH)… or the Vendor Without a Clue (VWC). A project can begin with so much promise and then spiral into the fuel of our worst nightmares when client and vendor just can’t get along. As if the deadline-infused pressure cooker of network promos isn’t already enough, now you’re getting a panic attack at the mere flash of someone’s name in your inbox! How do you save both your project and your sanity? Like any dysfunctional relationship, the first step is identifying the issues that are plaguing each side.

In my experience, the biggest client-vendor challenges stem from one of three main areas – communication, trust and fear – and a few simple steps may make all the difference in creating harmonious collaborations.

Communication Breakdown

How, when and what we communicate throughout a project is crucial, and when that communication breaks down, the results may be frightening.

The CFH often fails to articulate their notes into actionable items. Merely stating “I hate the music” or “I’ll know it when I hear it” is not a directive. A better approach might be: “the music style isn’t right for this piece; I’d prefer something more percussively driven and less pure rock.” We’re all busy, but those few extra minutes it takes to give more thoughtful notes may save hours and create a better product.

Similarly, the VWC would rather get it ‘all wrong’ than seek clarification. Instead of asking a few simple questions, he/she makes assumptions, diving hastily into another direction without any real focus.

Communication problems are exacerbated when the CFH fails to respond quickly or at all. The clock ticks as vendor emails client for feedback a third time after replacing the music track, only to learn two hours before deadline that the track is still wrong. “Oh, and—by the way—can we update this graphic too?”

Meanwhile, the VWC has lost valuable time because they’ve relied solely on email instead of seeking verbal clarification. Considering that the inboxes of today’s television executives are inundated, you may get a much quicker response by simply picking up the phone. We’ve become a workforce far too comfortable hidden behind our computer screens.

And this is perhaps the biggest communication issue creating both CFHs and VWCs: how to effectively communicate via email and when to choose phone or face-time.

If you’re going to email, try focusing everything into a single collection of notes instead of multiple, one-sentence messages. And where it really counts, pick up the phone, Skype or meet face to face.

One of my favorite thought leaders on the subject is Simon Sinek. In his TED Talk, “Why Leaders Eat Last,” he articulates the premium of time and energy vs. ease. Notes delivered by phone or face can hold much more value—and less confusion—than those same notes sent via email.

We can NEVER forget that at the heart of what we do is human interaction, and bad communication comes from forgetting that we are all people. Those who never make time for calls are more likely to become CFHs and VWCs.

Trust vs. Micromanagement

A client or vendor may be an excellent communicator, but if there’s no trust in the relationship, it could still produce the CFH or VWC. Sometimes it’s simply a case of being unable to relinquish control on either side. If you’re unable to trust the experts you’ve assembled to bring a project to life, you limit yourself from possibly reaching successes greater than you ever imagined. When you’re too close to a project, it’s difficult to recognize the fresh, outside perspective. Take that leap of faith and you could see brilliance.

The trick to having confidence is doing your homework. Look at reels, talk to the keys (directors, DPs, producers, creative leads), and make sure you’re confident they understand the creative, are capable of executing, and are eager to take you through the process. Doing so will allow you to pay attention to the project’s big picture and not its microscopic corners.

True trust and dialog also come from a place of mutual respect. It’s easier to believe and respect those who own their mistakes. Being accountable means knowing when to say “my bad.” I’m more likely to have an honest exchange with someone I recognize as grounded and self-aware.

The Fear Factor

Finally, a client-vendor relationship can suffer from fear of “the deciders.” This increases the likelihood that you’ll have a muddy creative picture, waste time on directionless revisions and nearly complete the work before it’s ever shown to the person with ultimate approval.

Whether in an agency or at a network, there are many senior-level decision makers who aren’t particularly visual or understanding of the refinement process. The hardest job can be managing up. Yet, it’s crucial to share progress at key points along the way.

I’ve seen projects halted on delivery day because the decision maker wasn’t shown the promo until the 11th hour. It’s easy to blame that top executive, but the real issue is the project manager who was afraid to share the progress.

An effective team leader takes time to learn the sensibilities of each project’s “deciders,” finds new ways to present the material and schedules regular check-ins, so the process can run smoothly.

In the end, it isn’t so much an “us vs. them” situation. We are all partners in the process. It’s about working on communicating with each other in ways that guarantee greater success; not just in the final product, but in the process it takes to get there. What works today may not tomorrow, so establishing candid relationships means we all can play better together. We must continue to strive for this by reassessing our relationships and methodologies. It’s definitely a journey, not a destination.

For more great information like this, check out PromaxBDA’s The Conference 2014, next week at Manhattan’s New York Hilton, where 2C is hosting a fun, prize-filled promotion to tease its upcoming brand evolution. Attendees can play the “Find Your 2C: Watch & Win Giveaway” for their chance to win one of nine cool Sony QX10 cameras for their smartphones. To enter, participants are asked to find the two secret “C” words in 2C’s demo reel at either the registration desk or 2C’s kiosk, and then email their answer and contact details to findyour2c@2cmedia.com. Each day’s reel will feature two new “C” words and three chances to win, so attendees can return and try again if they don’t win the first time!

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