Great Expectations: Are you setting yourself up as the expert "expectation" manager?

  One of my dear friends is an Ear, Nose and Throat surgeon…and although I know he spent years in med school learning all about medicine and the human body, I would never expect him to know all the ins and outs of dealing with a high-risk pregnancy. That is just not his specialty…he doesn’t stay up to date on the latest developments, attend seminars to learn about the most effective procedures related to high-risk pregnancy and pour over journals highlighting breakthroughs in this field of medicine. And so, although he would be my go-to for most any surgical procedure involving the ears, nose and throat, when it comes to a high-risk pregnancy, it’s no question, this specialty just isn’t in the scope of his daily knowledge.  

 Now, for some reason, the general public gets this…and understands that just like there are photographers who specialize in weddings vs. corporate head shots, and lawyers who handle estate planning rather than criminal law, for some reason many don’t realize that not all general contractor’s/builder’s do the same kind of build.  Not only is it not safe to assume your potential client’s have a realistic understanding of your typical scope of work, it’s critical for you to lead the way in educating your clients…and here’s why…  

BUDGET:

 If your potential client is dreaming of an English Tudor with extensive millwork and timber frames but you’re an expert in all things steel and glass they most likely don’t understand the difference in material selections, the vendor relations needed to  source those materials or the artisan level subs needed to ensure installation is executed correctly and in a timely way.

 This may seem so obvious to you, but you must embrace your role, as the subject matter expert, to educate your potential clients on your product polish levels and be sure your subs, materials, and finished product are going to align with the quality level of home they’re expecting/wanting.  This is a huge potential for missed expectations.  Example: Do your potential clients understand the difference between Level 4 sheetrock finishes, or is a textured wall finish your go-to? Many would not even know to ask!

 So, where do you begin with setting the stage on directing these conversations? Here are my top 3 suggestions…

1. Know yourself. I was talking with a homeowner once who voiced his appreciation for a contractor who had come in, done the full project assessment and clearly articulated this project was not in his “wheelhouse”. The contractor explained to the homeowner that although he could figure it out, it would cost so much more in engineering fees and project development than it was worth. This GC knew what he knew and he knew what was in his scope. And this saved everyone a lot of time, money and frustration.
2. Ask clarifying questions. So often, I’ve been in project meetings where the team players were quickly jumping to conclusions and not taking the time to tease out the “unspoken” thoughts and desires, not to rush things, but simply because they thought they knew what was being said (when they didn’t). This happens frequently because the pros know most all the details inside and out, understand the timelines or domino effects certain decision create, and at times forget the client doesn’t understand any of those realities. You’re the expert so slow the convo down and clarify!
3. Outline your process and have a very clear way of communicating it. I tell people all the time that although this industry is full of difficult to control variables, and although the concept of “custom” does indicate a “one-off” every single time…thankfully, this process is very predictable. And when you, as the designated expert, have a clearly outlined process, are confident in your approach and can articulate this well, your clients will place their trust in you. Creating clarity around the process starts your client down a path from “average custom home build client”, to an educated consumer…which, in the end, saves everyone time, money and avoids regrets!  

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