In business, often the struggle is real to have a steady stream of lead generation to ensure revenue continues to tick over and grow consistently in a sustainable way. We know the importance of customer service, client experience in B2B, client communication and relationships. Of course, a key part of business is B2B collaboration, working with vendors and coordinating with suppliers in order to deliver on client projects and deadlines to meet or exceed expectations.

And we’ve all worn the hat of a customer, and know the frustrations that can happen when those expectations aren’t met.

We expect better. We deserve better.

Here I am, sitting on the other side of the fence, wondering: how can we be a better customer? Because yes, arsehole situations do exist that really can sabotage business projects and relationships.

The clients who don’t respond to your messages on time and delay a project…yet reserve the right to be upset when a deadline is missed.

The beauts who get so excited that things go so far over scope that it becomes a whole new three projects in their own right…

There’s no finger-wagging here - the aim of this blog is to bring awareness to the duality of this vendor-client relationship, how we as businesses can do better and how internal processes and automations can make those relationships better. Particularly when you’re scaling or introducing AI and automation into your operations.

Don’t Be THAT Customer

Just for fun - but not really - here are the archetypes to avoid…

🧟‍♀️ The Ghoster

Disappears mid-project and haunts inboxes just before the looming deadline.

They’re enthusiastic up front, then vanish into the mist - no responses to emails, no feedback, no approval… until a random Tuesday when they reappear wondering why the project isn’t done yet.

Projects don’t move forward on vibes alone.

👉 A tip as a client: Stay in the loop - even a “Still reviewing” reply keeps things moving.

👉 Make it better as the provider: Follow-up messages are worth their weight in gold “hey, I notice you’ve not signed off this stage of the design…” or picking up the phone to actually speak to the person. Of course, being available for phone calls or remembering who needs chasing can be tricky so keep a diary system, or even better an automated client messaging system. It’s important to make sure the client knows that any delayed responses could delay their project - or you could end up causing delays to your other obligations.

📏 The Scope Creeper

Starts with a solid plan, then slides in “just one more thing” ….that’s actually ten more things. New direction, new brand, new goals. Weekly.

Changing your mind isn’t a crime and excitement is great, but untracked additions cause chaos.

👉 A tip as a client: If your project evolves, treat extra ideas like new work: re-scope, re-quote, and keep it clean.

👉 Make it better as the provider: Keep your eye on the spec that was agreed with the client before the project was paid for or started. This way you can keep a track of deliverables and manage client expectations - some even use the project spec as a basis for their task lists. Do keep a running list of extra items as they come up because there may be potential for an upsell.

👨‍💼 Michael Manager

A phrase coined by the fabulous Debbie Dooodah 🤣

Hired the experts - then decided to double-check every decision. Doesn’t trust the process. Micro. Manages. Everything….

Wants to tweak fonts, adjust colour-shades by 2 HEX codes, monitor tone, and sign off on each comma (don’t laugh, this happened for us 🫠 )

Michael Manager can also be known as the Vibes-Only Visionary who wants something amazing but can’t explain what, why, or who it’s for. But reserves the right to shoot down every attempt….

👉 A tip as a client: Set clear checkpoints, and let the team do what they do best. You’ve delegated this task or contracted someone to do this work for you. Trusting their expertise.

👉 Make it better as the provider: Ask good questions about their expectations to ascertain which elements are key for them. A mood board of what your client likes (or doesn’t like!) can be helpful. Your job is to give them confidence in your abilities. A great way of doing this is to showcase testimonials, case studies and your portfolio of previous client work.

(Remember to ask for feedback at the end of every client project! Automate it if necessary!)

📣 Captain Last-Minute

Drops urgent requests at 4:59pm on a Friday afternoon - “can you just…”. Often without warning.

Given that they’ve agreed that you will work on their project, they have acknowledged that you’re the expert and can get the job done - you have all the bells, whistles and all-singing software and equipment like AI-powered design tools or CRM automations, but Captain Last-Minute genuinely doesn’t realise what “a quick tweak” actually involves. Probably because you’re so danged good at making things look seamless from the outside.

👉 A tip as a client: Respect the time and process - and if something is urgent, communicate that up front and ask nicely.

👉 Make it better as the provider: Communicate your process steps clearly with the client so they know what to expect. It’s also helpful to be transparent about your communication methods and service levels “you’re welcome to message us 24-7 if anything comes up and one of the team will contact you as soon as possible during our service hours of Mon- Fri 8:30am and 3:30pm”. Out-of-office style automated responses can be tailored to your business needs.

💸 The Invoice Dodger

This one needs minimal words - we all know The Invoice Dodger! Slips away from requests for payment faster than Houdini in a hoola hoop. Loves the work to be delivered on time and to a high standard, disappears when it’s time to pay.

Sometimes forgetful, sometimes strategic, always frustrating.

Don’t be The Invoice Dodger!

👉 A tip as a client: Pay on time, as agreed - it's the simplest way to be a great client and keep good people on your side

👉 Make it better as the provider: Be very clear about your payment terms and follow them through. Invoices can be sent and chased up automatically so you can get on with other project work. Cashflow is king!

What Makes a Great B2B Customer?

• Mutual Respect: Both parties recognise and treat one another as strategic partners, not just service providers or bill-payers.

• Transparent Communication: Expectations, timelines, and feedback are shared transparently, promptly, and professionally - even when things go off-track.

• Collaborative Mindset: The client brings their goals and vision; the provider brings their process and expertise. Together, they co-create success.

• Trust Over Micromanagement: Once a plan is agreed, the client trusts the team to execute, while staying looped in through agreed check-ins.

• Realistic Flexibility: Both sides understand that businesses are human - delays, changes, and hiccups do happen, but it’s how they’re handled that makes difference.

Automating processes within your business can provide really helpful nudges for client behaviour to be conducive to a great business relationships. Strong client relationships, especially when supported by automation, are the foundation of sustainable growth. Take our quiz to assess how your business is performing and if you want to be our favourite client, let’s make some magic together!

And if you're ready to scale faster with fewer headaches, check out our forthcoming event: Unlock AI + Automation for Your Business - the hands-on workshop gets you building real AI solutions for your business in just one afternoon and it’s packed with tips to streamline your client workflows and reduce project chaos.