By Emil Brandafi

We all have tales to tell from our respective industries on how our potential customers may have misconceptions or a lack of understanding of the product or service that we provide. Video production is no different. Outside of weddings or advertising agencies, the familiarity and expertise runs from severely limited to nonexistent on producing a video.

It is very important to remember that anyone working under unfamiliar circumstances are suspicious, defensive, not properly prepared, operating in a confidence deficit and are relying on you (a stranger) and your (non-substantiated) knowledge and expertise to deliver the solution to best fit their needs. Oh, by the way, did I mention that they were paying you for this privilege as well?

Consider this: how did you feel the last time you had to spend big bucks on something you didn't understand? It's safe to say that that experience was uncomfortable to say the least. That's how this customer feels.

The primary, unspoken concern of this type of customer is that a failure may occur that will make them look bad before their peers. People will go to great lengths to avoid the pain of embarrassment or failure. In situations like this, the new customer may not intend to be difficult. It is only incidental. They only want to insulate themselves from failure in a new and strange environment.

So, what's a video guy (or gal) supposed to do?

Communicate.

In situations like this, it is important to develop a rapport with the client. Every industry has its own language, which sounds like "Greek" to outsiders. Keep it simple. Avoid the tech talk. Speak clearly and understandably with the customer to determine their expectations for their project. Keep it non-technical as necessary in the beginning. Assure them of your expertise by discussing past projects and offering to show them to the customer. Be patient. Let them develop a comfort zone about you and your capabilities.

As the project parameters become evident, the technical issues will surface. For example, taping an informal meeting for review later has much different issues and requirements than shooting, editing and projecting a polished presentation for an audience of 500. For issues that don't get addressed in your initial discussions, create a list of questions covering the crucial points for their project and put it in "plain speak". Ask for examples that contain qualities that they want to emulate in their project. This will help you in generating a proposal and a production package best suited to their needs and budget.

With proper communication, the project's chances for success are greater as is the chance for repeat business.

* Appeared in North Jersey International Television Association Newsletter, June 2000.