Custom manufacturing promises clients better craftsmanship and flexibility, but the process of designing unique products is not without its challenges. The cost per unit is often higher, it’s typically more labor-intensive, and lead times are longer. It’s also difficult to maintain the same efficiencies and quality assurance as with mass-produced products because the manufacturing processes have not been tried and tested over time.
But perhaps the most challenging aspect of custom manufacturing is client management. The nature of custom manufacturing means that clients are often extremely prescriptive in their demands and have high expectations. There will be occasions when you have to let them down, redirect their enthusiasms, convince them to go in a new direction, or simply say no — but it’s important to do so as tactfully as possible.
How to Tactfully Provide Your Custom Manufacturing Clients with Feedback
When faced with one of the following scenarios, here’s what to say and what not to say.
Your Client Comes to You with an Unrealistic Design Idea
Instead of saying…
“We can’t manufacture the product that way.”
Try saying…
“I can see exactly what you’re trying to achieve with this design, which is really helpful. While we won’t be able to develop [X component] as you’ve described, we can use [Y] instead, and this will function exactly as you need it to.”
Your Client Is Committed to a Particular Process
Instead of saying…
“That’s not the best way to go about this. We prefer to do things this way.”
Try saying…
“I completely understand your motivations for wanting to use this process. In my experience, I’ve found that [X] works a lot better for the materials we’ll be using for this project and your desired outcome. Let me show you an example of how that would work so you can see what you think before we proceed.”
Your Client Isn’t Trusting Your Expertise
Instead of saying…
“You’ll just have to trust me on this one.”
Try saying…
“Don’t worry, we won’t proceed or make any important decisions until you’re completely comfortable with our methods and processes. I have lots of experience in this area and would love to show you some examples of successful projects I’ve worked on. I’m also very happy to answer any questions or concerns you have to put your mind at ease. Feel free to get in touch with me any time.”
Your Client Is Trying to Drive Down Costs
Instead of saying…
“This is our final cost and I’m afraid there’s no room for negotiation.”
Try saying…
“Would it help if I provided you with a more detailed breakdown of the costs involved? This will outline the materials, components, processes, and other resources required to manufacture [X units] of your product within your desired time frame. If we were to amend some of the specifics for this order, this might provide an opportunity to renegotiate the total cost.”
Your Client Is Demanding an Expedited Process
Instead of saying…
“There’s no way we can fulfill your order within that time frame.”
Try saying…
“Let me send you a production schedule for the next three weeks. The best way for us to expedite the process would be to allocate additional resources during phase [X] of the project, which would come at an additional cost to you. Think about it, and let me know if you’d like to discuss this option further.”
7 Top Tips for Keeping Your Difficult Client Happy
When you are consistently forced to reject a client’s suggestions and requests or provide them with negative feedback, they can end up feeling frustrated, which can put strain on your relationship.
But even when it comes to managing your most challenging and demanding clients, it is possible to be the bearer of bad news and maintain a positive working relationship.
1. Be a Cheerleader
Even in the most challenging and frustrating moments of a custom manufacturing project, you must stay upbeat and positive, reassuring your client that it will be possible to find a way forward that works well for everyone.
2. Back up Your Claims
Your client will be much more receptive to your feedback if you have evidence or data to back up what you’re saying.
3. Acknowledge Good Ideas
Constructive criticism doesn’t be entirely negative. You can complement your client on a good idea or suggestion even if the overall concept requires some refining.
4. Ask Questions
Asking questions shows engagement and a commitment to understanding your client’s motivations and priorities. Not only will this enable you to find a solution or use a method that your team can accommodate, but it will also help you to best meet their needs.
5. Be Direct
Providing constructive criticism is hard, but eking out the process only makes things worse. Be direct, concise, and specific the first time around so everyone knows where they stand and there’s no room for confusion.
6. Put Everything in Writing
After each meeting, send a follow-up email summarizing the key discussion points and the next steps you’ve agreed on. A paper trail ensures that there won’t be disagreements or confusion further down the line.
7. Have Regular Check-ins
It’s particularly important to stay in regular communication with your most challenging clients. Don’t make decisions without consulting them, and do provide regular progress updates. This demonstrates a commitment to meeting their expectations and allows them to flag any concerns along the way.
