Working with clients to build a marketing plan or consulting requires obvious patience to learn the business and to research their market. But when the client says, "I need to implement this next week," panic sets in.
In one week, whatever you were working on, is now due. In that one week you are going to be implementing multiple tactics not to mention you have nothing planned for the first week. You are not sure what your next move is. The worst thing that can happen is nothing, because not only will the client be disappointed, the time invested is now wasted. Thankfully there are some steps to maximize efficiency.
1. Take a Deep Breath, or Whatever
Honestly, relax. If you feel your head is about to explode, walk away and don't come back for an hour until you have reached an equilibrium. Did you know 1 of 4 workers say they have taken a mental health day? Check out GDS Infographic's eye-opening illustration of stress at work.
2. Break it Down
Some tactics need to be executed in steps. Some are simply a one step tactic. Build a mind map, a process map, step-by-step chart, or anything that will help you organize steps to complete and execute a task. If you have many tasks for many tactics, start considering a project management software such as Basecamp. Mark down each individual piece required to complete the task in order. So if you are launching a social media campaign: understand the key messages, write the copy or design the graphics, proofread, schedule distribution of messages, etc.
3. Prioritize & Organize
Now that the tasks for each tactic are chopped up and easier to execute, organize tasks that need to be completed sooner. If it is clear that some tactics will not be able to be executed, make the call and let the client know ASAP. While prioritizing tactics, stay organized and don't jump around tactics a lot. Complete what you can for each and move to the next. It is best to break down tactics delegate workload in a very short-term sense because time can be wasted when prioritizing all tactics when time could be spent executing them.
4. Execution
Complete the tactics that are feasible to complete and move on. Some parts of execution require more time in different areas. Accommodate for lead time. For instance if things need to be printed or shipped. Sometimes a key person is unavailable, don't wait around, focus on the next thing. But when that person is available, get what you need and move on.
5. Track & Recover
Sometimes not all can be completed. Be sure to document what was completed, constraints and of course the result. It is not always wise to defend against clients, as it makes you look weak. But when clients are ignorant of the effort involved with the execution of tactics, make sure you convey the details.
