Setting Customer Expectations

By Adam Sumner

I spend countless hours training students on application techniques—from the proper use of a squeegee to panel alignment, trimming, finishing, and a myriad of other skills. However, one critical aspect that often goes unmentioned is how to train your customers. Additionally, it's important to recognize when it's time to say no or even fire a customer.

Growing up in a print shop and watching my father build his offset business, I learned the value of over-delivering, pulling rabbits from hats, and always exceeding customer expectations. I was raised on the saying, "The customer is always right." Unfortunately, this mindset isn't always beneficial for your shop. It's crucial to understand that saying no is not only acceptable but often the correct answer to many requests.

Years ago, as we transitioned our print business from personal vehicles to fleets and eventually red carpet events and motion picture graphics, we quickly realized that without setting clear expectations, we became slaves to our customers. Last-minute changes in artwork, thousands of square feet of test prints to nail colors—constantly trying to meet the customer's expectations took a toll on our bottom line and left us feeling that nothing we did was good enough. We spent countless hours off the clock, and our team put in excessive overtime. We retrained, built new workflow procedures, invested in new equipment, and tried thousands of films, but we were stuck in a vicious cycle with a perceived 50% success rate. The turning point came when we recognized that the issue wasn't always our production or equipment. Often, it was about trying to meet expectations instead of setting them from the start. Once we began setting clear expectations from the first meeting to the final product delivery, everything changed.

The first step in setting expectations was receiving designs. Especially for our red carpet and motion picture customers, artwork from production teams was often hit or miss. We used to offer a break on pricing for print-ready art, but what we considered print-ready and what designers considered print-ready were vastly different. To address this, we created a checklist for our customers outlining exactly what we needed—from file format to embedded images and outlined text—to avoid issues with missing fonts.

Training our customers began with this checklist. It allowed us to charge for time spent fixing files or return them for correction, reducing the time spent fixing artwork and cutting out the middleman. This brought our customers directly to us for design and production, streamlining the process and improving the quality of the final product.

Next, we set expectations around color. While we strive to match specific colors as closely as possible, sometimes the Pantone color they want isn't achievable, and the color on a large scale can look different than expected. For example, Pantone 485 looks red in the book and on-screen, but on a large scale, it can appear orange. To mitigate this, we send a 10"x10" sample for approval along with a Delta E certification showing how close our color is to the requested one. This has greatly reduced misunderstandings and is why we charge for color matching.

We also set expectations for installation. We outline every inlay, seam, and relief cut so customers know why we installed it a certain way, which might differ from the seamless photos they see on Instagram. This is crucial for color change wraps, where seams can disappear in photos. By setting these expectations, we ensure a smooth project from start to finish. Timeline expectations are equally vital. Every project—from wraps and wall graphics to buses and storefront windows—has a timeline. We set clear deadlines for receiving finished artwork and production start dates. If customers change the timeline, it affects the job's price, so we always communicate this upfront.

Now, let's talk about saying no and possibly firing customers. This might sound drastic, but sometimes it's necessary to prevent a problematic customer from dragging the team down or draining your resources. Recently, we had a customer request a quote for an installation in Hollywood. Although the location was only 15 miles away, traffic and parking issues, combined with their after-hours request, made their budget unworkable for us. We offered alternatives that fit their budget, showing that setting expectations and saying no when necessary is crucial.

Firing a customer happens less frequently but is sometimes necessary. It's time to cut ties when a customer consistently fails to meet our expectations, especially regarding artwork and timelines. Changing install times or requiring after-hours work can be detrimental. Often, the customers you think you can't live without are the ones holding you back.

One significant example from our experience involved a client who regularly sent files that were not print-ready and required extensive correction. Despite repeated requests and explanations, the client continued to disregard our guidelines, leading to wasted hours and missed deadlines. This repeated behavior forced us to reconsider our relationship with the client. After multiple attempts to resolve the issues, we ultimately decided to part ways. This decision, though difficult, allowed us to focus on clients who respected our processes and valued our time, leading to increased efficiency and morale within our team.

Setting expectations for your employees is standard, but it's equally important to set expectations for your customers. Training them from the first interaction is key to achieving the end goal: delivering the best possible product. We are not just printers; we are marketing and branding companies. By setting expectations from day one, we work with our customers, not for them, helping each other reach new heights.

One of the most effective ways to set expectations is through clear and consistent communication. From the initial consultation to the final delivery, maintaining open lines of communication ensures that everyone is on the same page. This approach not only builds trust but also helps to manage and align expectations.

For instance, during our initial meetings with clients, we take the time to thoroughly understand their vision and requirements. We explain our processes, timelines, and the level of involvement we expect from them. This upfront clarity helps to prevent misunderstandings and sets a positive tone for the project.

We also use detailed contracts and project briefs to formalize our agreements. These documents outline every aspect of the project, including timelines, deliverables, pricing, and any potential contingencies. By having everything in writing, we provide a reference point for both parties, ensuring that everyone is aware of their responsibilities and expectations.

Another critical aspect of setting expectations is managing revisions and feedback. We clearly define the number of revisions included in our pricing and explain the process for additional changes. This helps to avoid scope creep and ensures that the project stays on track and within budget.

Educating customers about the realities of production and installation is also essential. Many clients have unrealistic expectations based on what they see online or from other sources. By providing them with a realistic view of what can be achieved, we help to set achievable goals and prevent disappointment.

For example, we often encounter clients who expect a vehicle wrap to be completely seamless, as seen in photos on social media. We take the time to explain the technical aspects of the installation, including where seams and inlays will be placed and why. By setting this expectation upfront, we avoid surprises and ensure that the client is satisfied with the final product.

Lastly, we continually seek feedback from our customers to improve our processes and services. By actively listening to their concerns and suggestions, we demonstrate our commitment to their satisfaction and build stronger relationships. This ongoing dialogue helps us to refine our expectations and better serve our clients in the future.

In conclusion, setting expectations is a fundamental aspect of running a successful print and installation business. By training our customers from the outset, we create a collaborative environment where both parties work together towards a common goal. Saying no and even firing customers when necessary ensures that we maintain a healthy and productive work environment. Through clear communication, detailed documentation, and ongoing feedback, we can manage expectations effectively and deliver exceptional results. This approach not only benefits our business but also enhances our reputation and fosters long-term client relationships.

Adam Sumner Adam@wrapixacademy.com Owner, Wrapix Academy Owner, Wrapix Imaging

3M Authorized Trainer