Professionals who encounter briefs for the first time often make the same mistakes:
Lack of logic in questions
Structure the document and divide it into logical blocks so that the customer gradually moves from one question to another. Do not overload the questionnaire with unnecessary details, do not request information that is not key to the work.
Creating a brief that is too short
This is the opposite problem to shareholder data package the previous one. Often newbies are afraid of being intrusive and try to make the brief very short. As a result, they receive insufficient information and are forced to contact the client with additional questions.
Using difficult to understand wording
Remember that terminology may be appropriate in expert briefs, but in most cases it is better to use simple and clear expressions - this way you will avoid additional questions.
No feedback after completing the questionnaire
Carefully read the completed brief, ask clarifying questions if necessary, provide the client with a preliminary work plan. Discuss the deadlines and budget, clarify possible adjustments.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
How to convince a client to fill out a brief
To obtain the necessary information from a potential client, it is important to encourage him to fill out the questionnaire and clearly explain what goals this will achieve.
There are several approaches to interacting with the customer:
The brief can be sent as a separate letter within the framework of an e-mail newsletter with the appropriate heading. It should offer to fill out a questionnaire and briefly but convincingly justify why it is necessary.
If the client does not send a completed brief within a few days, you can politely remind them of the need to do so.
It is important to carefully check the questionnaire with the answers and make sure that the client has taken into account all the important details.
If necessary, you can ask clarifying questions, make adjustments and send the corrected document to the customer for approval.
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To get a client to agree to spend time filling out a brief, you can use the following methods:
Provide examples of how a well-designed questionnaire can help in your work.
Share the expected results that can be achieved with the brief.
Suggest alternative ways to discuss project details.
It is important to set a reasonable deadline for filling out the brief. It should be sufficient for the client to be able to carefully and accurately answer all questions. A week, for example, may be a good time for the client to approach filling out the brief without unnecessary haste and choosing a convenient moment for themselves.