{"id":1333,"date":"2024-11-12T17:02:10","date_gmt":"2024-11-12T17:02:10","guid":{"rendered":"https:\/\/fob.in.ua\/dramaturgiya-u-komunikacziyah-chomu-bilih-ta-puhnastih-nihto-ne-lyubit\/"},"modified":"2025-09-17T22:06:44","modified_gmt":"2025-09-17T22:06:44","slug":"dramaturgiya-u-komunikacziyah-chomu-bilih-ta-puhnastih-nihto-ne-lyubit","status":"publish","type":"post","link":"https:\/\/fob.in.ua\/en\/dramaturgiya-u-komunikacziyah-chomu-bilih-ta-puhnastih-nihto-ne-lyubit\/","title":{"rendered":"Drama in communication: why no one likes the nice guys?"},"content":{"rendered":"

Imagine you have a client who expects results within 30 minutes, constantly makes changes to the content plan, asks for 20 design variations overnight, and talks to you like you\u2019ve spent their entire budget on a holiday party. Is it possible to avoid this? And how can you find the right balance in a client relationship? Oleksandr Rusanov, head of client service at Friends of Brands agency, offers some answers.<\/em><\/p>\n

1. How to start the relationship with a client the right way??<\/strong>
\nAt this stage, it\u2019s important not to say too much and to make a good impression. The client needs to see that you understand their product and can offer ideas even at the first meeting. So, come prepared \u2014 read articles, watch interviews, do your homework. Remember, the first meeting is all about identifying each other as business partners.<\/p>\n

What to talk about during the meeting::<\/strong><\/p>\n

– Discuss similar cases. Analyze their strengths and weaknesses, and suggest possible ideas. A specialist who understands the client\u2019s niche will always have an advantage.
\n– Don\u2019t mention personal connections with competitors. The client may see it as a potential breach of confidentiality. Try to listen more than you talk.
\n– Avoid politics and personal topics. You don\u2019t know the client\u2019s views yet, so steer clear of these subjects \u2014 at least for now.<\/p>\n

\"\"<\/p>\n

2. How to quickly build trust?<\/strong><\/p>\n

Trust is the result of consistent, reliable work. To break the ice, don\u2019t hesitate to ask about the official and actual goals of the project. But don\u2019t overstep. Always act in the client\u2019s best interest. When they see that everything you do is aimed at helping them succeed, trust will grow. And one more key point \u2014 never send a \u201craw\u201d idea or draft for approval. Don\u2019t cut corners. Respect the client\u2019s time, and you\u2019ll see how their trust increases with every step you take.<\/p>\n

3. Is there a difference in communication with male vs. female clients?<\/strong><\/p>\n

In reality, there\u2019s no fundamental difference. Anyone who comes to you for a service is a businessperson first \u2014 someone who thinks in terms of results and goals. The only difference might be in how you present information and ideas.
\nMen usually want clarity, tangible benefits, and measurable outcomes. They tend to be more restrained in their emotional reactions. Women, on the other hand, are more receptive to the emotional part of the presentation and pay closer attention to design and delivery.<\/p>\n

4. Should you become friends with clients or use informal communication?<\/strong><\/p>\n

You can be friendly, but don\u2019t cross the line. If switching to a casual tone doesn\u2019t break professional boundaries, go ahead. But overly casual communication can blur responsibilities on both sides. It\u2019s important to keep the relationship professional. The client comes to you as an expert \u2014 not a dinner companion.<\/p>\n

\"\"<\/p>\n

\n
\n
\n

5. How to handle conflict the right way?<\/strong><\/p>\n

Better not to start a conflict at all. but if it happens \u2014 analyze it. Weigh all possible risks and losses, then choose your next move:<\/p>\n<\/div>\n<\/div>\n

\n
\n

1. Compromise. You can make a concession, even if you’re technically right. To avoid losing the client, offer a “bonus”: a free service or a discount \u2014 but only if it doesn’t hurt your business. And don\u2019t hand out freebies every time there\u2019s a disagreement.
\n2. Mutual understanding. In this case, you explain the reasoning behind your actions. If you truly acted in the client\u2019s best interest, they\u2019ll accept your point of view in 95% of cases. After that, it\u2019s important to build a new system of communication that makes collaboration smoother.
\n3. Inspiration. The client isn\u2019t always right \u2014 but they don\u2019t always need to know that. Gently guide them toward the right conclusions. Let them believe they came up with the idea themselves.
\n4. Breaking up. When a conflict reaches its peak, sometimes the best solution is to walk away. But don\u2019t rush \u2014 try the first three approaches before you do.<\/p>\n

6. And finally \u2014 a few key rules for communication<\/strong><\/p>\n

There\u2019s no universal formula for successful negotiations \u2014 but here are my top 3 rules that help avoid misunderstandings:
\n1. Don\u2019t promise what you can\u2019t deliver, and stick to the timeline
\nBe honest about real deadlines and your actual capacity. Don\u2019t say you\u2019re available 24\/7 \u2014 instead, clearly define when you\u2019ll be in touch. Walk the client through the entire workflow so they understand the project scope and see that you\u2019re truly engaged.
\n2. Document everything. Status updates and meeting reports are essential. They help you keep the project organized and protect both you and the client. If it\u2019s not written down, it doesn\u2019t count as an agreement.
\n3. Present ideas and reports in person. Clients need to feel your energy \u2014 not just receive a dry email. Show up, share enthusiasm, and be a partner they enjoy working with. Be a friend.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Imagine you have a client who expects results within 30 minutes, constantly makes changes to the content plan, asks for 20 design variations overnight, and talks to you like you\u2019ve spent their entire budget on a holiday party. Is it possible to avoid this? And how can you find the right balance in a client … Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[93,98],"tags":[129,138,150],"industries":[115],"class_list":["post-1333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-en","category-presentations-print","tag-b2b-consulting","tag-creative-en","tag-presentations-print","industries-b2b-consulting"],"acf":[],"yoast_head":"\nDrama in communications: how to create an emotional message<\/title>\n<meta name=\"description\" content=\"How to use drama in communications to grab attention and build trust with your audience. 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