Different levels of ASAP, or When clients can wait
Having been on various web-development teams in different roles, I’ve noticed a lot of similarities, no matter the project, team size, budget or continent. One of them — clients demanding things ASAP. Now I will tell you a well-known secret — in most cases it’s not THAT urgent.
I might be unpopular here to go kinda against clients, but I’m a fan of optimizing processes and doing what actually makes sense for both parties to achieve results. So here is the thought process when client is asking to do something as soon as possible.
1. Is there a real financial impact?
If there is a bug to fix and client is losing money with every minute, then it is urgent and you have to be on the case without even client telling you that.
2. What is the general impact of NOT doing it ASAP?
This one is usually reading between the lines. You need to feel why the client is in a hurry — maybe they are responsible for the outcome, reporting to their boss and now their ass is on the line? Or is it just artificial ASAP as “whenever you have time”?
3. Is there a particular event in time?
Quite often deadlines are set just because it would be nice to have it done by some date, but no particular reason. Then it doesn’t really count. Alternatively, you can have an event planned on a certain date — like demo in some exhibition, presenting project to board of directors, start of the Olympics or something. And that works really well — then vague ASAP becomes a real checkpoint on the calendar for everyone.
4. Would other clients suffer?
If you have to drop everything and move resources towards one urgent client case, some other tasks will get delayed. Don’t act emotionally and don’t become a firefighter blindly, you might lose more important (though not that urgent) client.
5. How many ASAPs from this client?
If you remember it’s not the first nor the second time this client asked you for urgency, then two options — either something is wrong with your processes, or with a client. In latter case, try to charge special urgent rate (2–3x) and see how actually urgent the task is.
6. Finally, talk to people
Whatever the logic is behind your priorities, tell the client your plans. Especially the part of “by when you predict to get it done”. Skip the reasons why you cannot get it done sooner, unless they ask you afterwards. And don’t ever, like EVER, make the client feel that other client is a priority. You might lose the business.
Yes, priorities are hard. Yes, all clients are important. And yes, you often have to be political. But hey — if that’s something you’re not comfortable with, maybe you’re in the wrong business?
