The term scope creep is a well-known term in just about any professional service practice.  With SMEs purchasing professional services under contract terms more often, knowledge of scope creep and proper planning can be the difference between

The term scope creep is a well-known term in just about any professional service practice.  With SMEs purchasing professional services under contract terms more often, knowledge of scope creep and proper planning can be the difference between a great relationship with your service professional and a disastrous one. I like using the analogy of building a house to describe this complex relationship.

Blueprint Draft = Your Requirements: In building a house, the first step is to get blueprints drafted. This requires measurements, design meetings, interviews and many hours of calculations on the part of the architect. Not many people would call a general contractor and say, “Hey, I want to build a house. Help me,” without expecting to need and pay for blueprints. Likewise, when you have your first consultation with any service professional you must be crystal clear about your requirements. A sound plan is needed before results can be expected. In my practice, prospects without a plan that bristle to spending money on the plan cannot hire us at the outsource CMO level. They often do much better in our coaching programs.

Blueprint Corrections = Your Plan: The blueprint draft is then submitted to local authorities for approval so your building is safe. These submissions and corrections to the blueprint incur fees until they are approved. In marketing plans, this could be budgetary changes, staffing requirements, delivery problems or rapid market changes. Accepting that your plan can and should evolve with the market and your business conditions is important.

Scope Creep = Change Order: When you finalize your blueprint and hire the contractor, they order materials, engage subcontractors and begin building your house to the specifications of your approved plan. Let’s say after two months work you decide that the kitchen would get better light if it located on the East side of the house. Any changes to the blueprint, structural foundations, permits and materials are an expensive thing called a change order. They can be minor or major – like my kitchen example. Scope Creep is the service professional’s version of the change order. The problem with scope creep is service professionals are often very generous with their time when requests are made and don’t set proper expectations with the client.

When Creep Kills: The service professional also needs to communicate when they are accommodating the client by just “taking care of it” for no additional fees. The killer is when the client’s expectations are out of sync with the scope of work in the contract. Hence my advocacy for marketing plans. It helps everyone avoid scope creep.  Another killer is the rushed client that doesn’t take time to listen.  The best way to combat this is through summary communications from your conversations. Even a quick email (with a read receipt) will put you back in control when you reference it.

Have a plan before you engage a service professional or be prepared to devote time and money to developing a plan with them. Good service professionals insist on planning and they shouldn’t be asked to waive planning or to offer it for free. Those allowing engagements to begin without clear plans are sure to have a rough relationship. 

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