Friday 4:30pm… Ring, ring.
Client: “We have an emergency. I need a TV spot ready to air next Friday for a new promotion that’s going live next weekend. When can I see a script?
You have two options:
Option 1: “This is impossible. We need a minimum of five weeks to able to produce a TV spot because we need to get a brief together, work on the script, pre-produce, shoot and post produce.”
Option 2: “I understand the urgency. Let me meet with the team and get back to you in an hour with a couple of options on how to address this.”
Option 1 will no doubt lead to a hysterical call to the President of the Agency who will later call you into his office and tell you (in no uncertain terms) to find a solution.
Option 2 will show the Client you have the business and her interests at heart. When you come up with a solution, you’ll avoid the unpleasant discussion with the President, and you’ll have a grateful Client.
The moral of this story is that Clients don’t want to hear about process issues, especially when they will negatively affect results.
Find a way around the problem and then, and only then, address the process issue. Otherwise, you’ll have a real problem.