The infamous question that starts off any project… of any size and in any industry. Now, I know when I get in my car and head to Neiman‘s exactly what I’m looking for (ideal situation), what I’ll take instead (fallback position), and the amount in my wallet to cover said item.
So, when it comes to business projects, shouldn’t this question be just as simple to answer? But, all too often, you get a muffled “we don’t know” or a mumbled “what do you think the scope of the project is?” Why?
Usually, in my opinion, there are two issues at hand that are going through the client’s mind:
- How much SHOULD it cost?
- Can I trust you?
How much should it cost? This issue is founded on the fact that clients rarely have an idea of what a project should cost. If they knew your industry, they would be talking to you. Plus, as is often the case with complex projects, there are different moving parts that have to be addressed- photography, design, copy, information flow, web design, messaging, etc. Communications related projects (i.e. marketing, web site, public relations) are massively variable.
There are a variety of ways to meet your marketing objectives… some more expensive and some more of a risk than others. Telling me, your potential marketing consultant, how much you REALLY have to spend means we can use our time understanding your issues and creating a solution, rather than developing over-expensive ideas that you can’t afford.
Can I trust you? This second question is the even more crucial question. Some people feel that if they let on how much they have to spend, the consultant/agency will always match that exact number or go for something around 5-10% more.
Imagine going shopping for someone else, with a “very tight budget.” What does that mean? If you’re shopping for my 92-year-old grandmother, that might mean $19.95 or less. If you’re shopping for my best friend, Bridget, that might mean getting the $1495 Gucci rather than the $2495 Valentino.
When you keep your potential consultant in the dark, yes, they might come back with a cheaper quote. But will your complete needs be met? A “drive them down” mentality has several flaws, and it’s often the reason for projects going sideways. After all, any decent consultant and agency will always work to your budget… whatever it is. That’s the point of a budget.
Giving your potential consultant clear guidance on how much money you have to spend isn’t just important, it’s absolutely vital. Without it, it’s very hard for me to get your marketing communications right. Bizarre really, that so many companies think they can save money by keeping their agency in the dark. It’s even more bizarre that those same companies why they didn’t get what they were wanting at the end of the project. Now, isn’t THAT the real waste of money?
