Ce faci cand un client/seful nu-ti asculta sfaturile?
Este un lucru stiut ca sfaturile se ofera (in general daca sunt cerute) insa ca decizia ii apartine celuilalt. Acea persoana decide in ce masura sfatul e unul care i se potriveste si daca il va urma sau nu.
Evident ca si consecintele (pedeapsa, succesul sau insuccesul – in functie de situatie – viata personala sau profesionala) deriva din urmarea sau nu a unui sfat.
Daca toata lumea iti spune sa nu faci ceva pentru ca nu e in stilul tau, nu ti se va potrivi si vei sfarsi prin a regreta (eventual unii aduc si argumente) insa tu decizi sa vezi totusi ce si cum, atunci vei fi sigur ca in final consecintele sunt doar rezultatul actiunii tale. S-ar putea ca rezultatele sa iti placa – si toti ceilalti sa se fi inselat. S-ar putea ca ei sa fi avut dreptate si sa sfarsesti prin a considera ca da, altadata s-ar putea sa fie o idee buna sa iei in calcul ce zic cei din jurul tau (mai ales cei a caror parere conteaza pentru tine).
Cum stau insa lucrurile in sfera profesionala?
Aici avem doua variante: fie esti angajat undeva (si chiar in calitate de sef, director, manager sau cum te numesti tot ai un superior, un patron ca sa zic asa), fie ai propria afacere. Conex cu a doua varianta este cazul in care esti freelancer – liber, dar in colaborare ca furnizor de servicii catre terti.
Daca esti om de PR, din nou variantele sunt ca angajat undeva – intr-un departament de comunicare, de marketing etc. – sau ca persoana responsabila de un cont intr-o agentie ori chiar ca director de agentie. (corolar ramane si freelancer, furnizor de servicii de relatii publice)
Indiferent de caz situatiile sunt similare.
Se poate ca intr-o anumita privinta – despre o campanie, cu privire la o parte a unei strategii ori chiar in ceea ce priveste materiale simple, chiar unele de promovare – sa ai anumite pareri ori sfaturi cu privire la modul in care trebuie sa se actioneze.
Un bun profesionist stie sa isi argumenteze mereu ideile – “sugerez aceasta pentru ca…”. Va putea aduce exemple din activitatea anterioara, va avea exemple din ce au facut altii, poate arata cum au mers lucrurile pentru un competitor sau chiar pentru compania in cauza intr-o anumita perioada. Evident ca totul depinde de situatie. Ca atare nu ma refer aici la oamenii care spun ca un lucru ar trebui facut intr-un anumit mod strict pentru ca asa zic ei. (Da, stiu, in general multe femei au acest argument – mai ales in viata personala – dar nu la acest aspect ma refer.)
Un bun profesionist va putea asadar sa isi sustina punctul de vedere. Fireste va putea si sa explice mai clar ce vrea sa spuna. S-ar putea ca lucrurile care lui ii sunt extrem de familiare sa nu fie atat de cunoscute de cei cu care interactioneaza.
Si totusi, indiferent de justetea afirmatiilor, de calitatea exemplelor oferite, de precizarile facute s-ar putea ca un client (sau seful) sa nu urmeze acele sfaturi. Ce faci asadar?
Mi s-a intamplat ca recent una dintre prietenele mele sa fie intr-o situatie similara. Am discutat pe larg cu ea despre situatie si mi-am dat seama ca in final nu conta atat de mult daca o persoana urma sau nu sfaturile ei, ci important era faptul ca decizia ce urma a fi luata ii afecta imaginea de profesionist. Nu va ofer exemplul ei – pentru ca tin la confidentialitate si ati vazut ca nu va dezvalui lucruri incalcand principii sau etica profesionala, dar o sa intru putin in analiza situatiei pentru ca intr-adevar conteaza impactul deciziei finale a acelui client/sef asupra ta.
Clientul/Seful spune: “nu, nu ma intereseaza, facem asa”. S-ar putea sa isi argumenteze decizia, s-ar putea sa pretinda pur si simplu sa fie pusa in practica hotararea si gata.
Exista o formulare pe care o aud deseori si anume: decizia lui, consecintele lui. Eu i-am zis…
Daca vorbim de elemente minore, care n-au niciun impact asupra dumneavoastra, atunci se poate urma fara absolut nicio problema decizia clientului.
Daca intr-un comunicat va schimba doar cateva cuvinte (sau doar unul), daca decide ca intr-un loc sa fie o alta nuanta de rosu – care nu afecteaza in niciun fel intregul – si asa mai departe atunci sigur, decizia poate fi urmata, nu veti avea de suferit.
Daca decizia clientului va pune intr-o situatie delicata in fata tertilor atunci mai trebuie sa va ganditi.
S-ar putea ca decizia clientului sa insemne ca puteti spune in exterior ca e decizia sa, dar acest lucru sa va puna intr-o postura defavorabila. S-ar putea sa va solicite un anumit lucru care sa nu va aduca simpatia tertilor (dupa cum spuneam aici). In acest caz solutia ar fi sa ii explicati clientului care sunt consecintele deciziei sale sau, uneori, chiar sa refuzati clientul, asumandu-va situatia, punand insa in balanta ce puteti pierde daca ii urmati hotararea versus ce pierdeti daca ii argumentati de ce nu puteti face ceea ce va solicita.
Daca decizia clientului va aduce prejudicii doar dumneavoastra atunci din nou trebuie sa explicati si poate sa spuneti nu. In acest caz exemplele pot fi multe. S-ar putea ca un client sa solicite prea multe lucruri intr-un buget mic, ceea ce v-ar duce in pierdere (si pe termen scurt, si pe termen mediu si lung). Ar trebui asadar ca, avand riscul de a-l pierde (sau de a nu colabora deloc) sa ii explicati de ce a lui cerere e imposibil de onorat de catre dumneavoastra.
S-ar putea de asemenea ca un client/seful sa ia o decizie insa doar dumneavoastra sa apareti in exterior punand in practica decizia luata. S-ar putea sa nu fiti de acord si sa stiti deja ca va veti pierde simpatia unora. Mai grav s-ar putea sa stiti ca lucrul solicitat incalca anumite principii de etica de pilda si ca in afara NU clientul/seful va fi perceput oficial in calitate de persoana care le incalca. Dumneavoastra veti fi acea persoana. Poate ca tot ceea ce ati cladit in ani de zile se va ruina. Imaginea dumneavoastra poate avea de suferit – si nu doar putin.
La fel, tineti cont ca s-ar putea ca neurmand anumite sfaturi sa se considere de catre cei din afara ca acestea nu i-au fost oferite si ca “tampeniile” facute sunt din vina PRului care nu stie sa consilieze. Din nou e indicat ca daca aceasta situatie persista sa luati niste masuri. De la elemente care tin de a nu se imbraca transparent la o lansare – de exemplu – si pana la lucruri mult mai importante, toate va vor fi imputate daca nu sunt realizate; nu clientul va fi cel care a facut aiurea, ci PRul pentru ca nu a stiut sa sfatuiasca bine. Doriti sa fiti in aceasta situatie?
Fireste, decizia ii apartine fiecaruia, client sau furnizor, sef sau angajat. Nu as putea spune ca exista o reteta universal-valabila mai ales ca uneori acel “nu” atrage dupa sine consecinte pe care putini si le asuma. E clar insa ca situatii in care un sef/client nu asculta de sfaturile tale sunt multe si nu sunt restranse la zona relatiilor publice.
De aceea va intreb: ati avut parte de asemenea situatii? Cum le-ati facut fata? Care au fost consecintele pe termen scurt, mediu si lung? Nu uitati si ca va stam la dispozitie in materie de consultanta in comunicare si relatii publice – office@prwave.ro.
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