Communication
Make them tell you no
A supplier who says yes to everything is the problem, not the solution. Eight questions to ask before you sign.
The right person tells you what they will not do, how long it takes and on what terms. Anyone promising everything is selling, and the bill arrives once the work is under way. Eight questions for the first meeting, and the answers that should have you thanking them and leaving.
There is a moment in a first meeting with a supplier when everything becomes clear. You ask about something you know is complicated and they answer «of course, no problem». That is the moment! Not because they are lying, but because they have not yet understood what you asked — and they will find out once the work has started and the money has gone.
Anyone who says yes to everything will say no to you later.
The eight questions
Ask them all at the first meeting. People who work well answer happily, because they are the questions they ask themselves too.
- What do you not do? Anyone who cannot answer does not have a trade, they have a list!
- Who works on my project, by name? Often the person who wins you over is not the person who does the work.
- Do you already work for a competitor of mine? It is not disqualifying, but it should be said up front.
- How long does it take, and what pushes the dates back? The second half matters more than the first.
- What do you need from me, and when? Half of all delays come from material the client never sends.
- What happens if it does not work? How you measure it, and what you do if the number never comes.
- Is the content included? Copy and photography are nearly always charged separately: better to know now, as we explain in what a website costs.
- Who owns it all at the end? Domain, logins, source files. If it all stays with them, you are tied.
The answers that should send you home
| If they answer | It means |
|---|---|
| «We do everything» | There is no trade underneath, just a list of words |
| «We will look at price later» | The quote will depend on how much you look willing to spend |
| «Leave it all to us, don't you worry» | Nobody will tell you what is happening until it is too late |
| «We have worked for» (famous brands, no detail) | Often these were two-day jobs. Ask what exactly they did for them |
| «You will see the results, trust us» | Nobody intends to measure anything |
The question that covers all the others
At the end of the meeting, ask: «what would you advise me not to do?». It is the question that separates people selling you what is in their warehouse from people looking at your problem. If the answer is a genuine sacrifice — «leave the video alone for now, let's fix the site first» — you are in front of someone who cares more about your result than their own quote.
And if the answer is that everything needs doing, right now, you have your answer. Try the same question on a second supplier: the comparison will tell you more than ten references put together! Our own answers to these eight questions are in about us.
- Always ask what they do not do: it is the question that tells a trade from a list.
- Get the name of the person who will actually work on the project.
- Put timings, what content is included, and ownership of domain and logins in writing.
Frequently asked questions
How do you tell whether a communications supplier is any good?
By how precisely they refuse things. People who work well tell you what they do not do, what they need from you, and what can push the dates back. Anyone promising everything straight away is selling, and the problems arrive once the work has started.
Should a quote be itemised or is one figure enough?
Itemised, with line items and timings. You need to see what is included, what is charged separately (copy and photography nearly always are) and what happens if dates slip. A single figure with no breakdown makes it impossible to compare two proposals.
Who keeps the domain, the logins and the files at the end?
You do, and it goes in the contract. Domain, access to the site and the accounts, source files for the logo: if they stay with the supplier, changing supplier becomes your problem. It is a question you ask before signing, not after.