What do you do if your Web3 clients are emotionally distant?

When faced with emotionally distant Web3 clients, my first step is always to assess their needs comprehensively. I conduct detailed consultations to understand their goals, challenges, and expectations. By asking open-ended questions and actively listening, I can pinpoint what they truly need from our collaboration. This assessment helps me tailor my approach to better align with their priorities and demonstrate my commitment to their success.

My clients are Web3 and the best first step is to ask what their challenges and pain points are. The second is to understand which of those are the most urgent and easiest to solve, that helps me identify the priority list and quick fixes. Communicate what you are doing regularly, even if you get no response. Then when you have solved the quick fixes make sure to tell your clients. They will be pleased and engaged. A number of founders though have a fear of marketing and think it's an expense department. With them, it's important to communicate metrics and wins, especially positive customer feedback.

At Solichain, we have found that active listening during meetings is crucial for understanding what clients truly expect from our services. Often, client detachment stems from a lack of understanding of Web3 technologies. For instance, in a recent project, we identified a client’s concerns about transaction security on the blockchain. By thoroughly explaining how smart contracts work and presenting practical use cases, we eased their worries and built trust in our solution.I believe that to build an emotional connection with clients, it is essential to understand their concerns and educate them about Web3's technical aspects.

Building trust is crucial with emotionally distant clients. I prioritize transparency and reliability in all interactions. Sharing my previous successes and case studies helps establish credibility. For instance, I often reference a project where I helped a decentralized finance startup streamline their smart contract auditing process, resulting in significant cost savings and increased security. By consistently delivering on promises and maintaining open lines of communication, I gradually build a foundation of trust with my clients.

The first is to have weekly client update calls. This one is crucial. Web3 founders will often say they are busy, cancel, not show up. But have the regular meeting in their calendars and send a weekly email summary of what you have achieved and what you are working on. At some point their customers and investors will be commenting on marketing and that is the time a founder is motivated to communicate the most with their marketers to plug gaps, give feedback or pass on kudos.

At Solichain, we prioritize clear and consistent communication. For example, we provide regular updates on project progress and are upfront about any challenges we may face. This transparency helps build client confidence. Additionally, we make sure to outline both the benefits and the potential risks of new technologies. In my view, fostering trust in the Web3 space is essential. The transparent nature of blockchain can be leveraged to enhance this trust, but it requires a proactive approach to communication and honesty. Ensuring that clients understand both the technology and the process builds a solid foundation for long-term partnerships.

Emotionally distant clients are the hardest to crack in my own experiences. A great way to dealt with them is to built a chemistry which allows them to open up for even vague and imprecise requirements/ideas. Once you’ll reach to such beyond personalized trustful connection which is the most impactful way to sets the stage for assessing needs & lead the conversation towards convergence.

I make an effort to understand their preferred communication styles and adapt accordingly. Whether it's through regular video calls, detailed emails, or quick instant messaging updates, I ensure that my communication is tailored to their comfort level. I propose weekly meetings with my clients where we could discuss progress and address concerns in real-time, which significantly improves our working relationship. Whastapp chats too, for bi-weekly updates.

try setting up a quick initial chat to understand each client's preferred communication style. Whether they like detailed reports or just casual updates, showing that you respect their preferences can build a stronger, more personal connection.

For me, personalized communication is key to bridging the emotional gap in Web3. It shows clients that you value their unique needs and are committed to making the collaboration as seamless as possible. This approach not only enhances client satisfaction but also leverages the strong community aspect inherent in Web3, fostering a more engaged and loyal client base.

Some Web3 founders fear marketing and see it as social media and blog posts only. They expect metrics to be about follower counts. There is a big education piece on what marketing actually is and that marketing is a long game unlike sales where they won't see immediate wins in terms of increased revenue. Brand building and market share gains takes time. Investors also need that education piece. Ideally, marketers should meet some investors or be able to present directly to them on what the marketing plan is as they are best placed to answer investor questions about the marketing plan than founders who don't understand marketing.

At Solichain, we prioritize a pedagogical approach to ensure our clients feel comfortable and knowledgeable. For instance, we hold regular informational sessions where we explain key Web3 concepts in simple terms. We also provide easy-to-understand resources, such as infographics and short videos, to help clients grasp the essentials without feeling overwhelmed. A pedagogical approach is crucial in the Web3 space. It not only empowers clients with the knowledge they need but also builds trust and reduces any feelings of alienation. By making complex topics accessible and relevant, we can foster a more collaborative and supportive relationship, ultimately leading to better project outcomes and higher client satisfaction.

Empathy when things don't work out is crucial. When you get negative feedback, step back and avoid responding straight away. Think through what the triggers that caused negative feedback could be. Ask questions. It will come out. Don't take criticism personally. You were hired for your expertise. If the founder could do your job without you, s/he would. They pay you because there is a skills gap which you fill. Work with them to find a solution. You need to make a judgement call if negative feedback is a rare occurrence because you missed something or a repeated occurrence because they have prejudice towards marketing. The first one you can work with, if it's the second one, there will be a history of a high turnover in marketing.

I invite clients to share their thoughts on project progress, our service delivery, and their overall comfort level with Web3 technologies. This not only provides us with valuable insights for improving our services but also helps clients feel valued and integral to the project's success. In my experience, asking for feedback fosters a more engaged and emotionally connected relationship. It shows clients that their opinions matter and that we are committed to meeting their needs. For instance, after implementing client feedback, we often see increased satisfaction and a stronger sense of partnership. This collaborative approach not only enhances the project outcome but also builds a foundation of trust and mutual respect.

Isn't it good news when your clients are emotionally distant? Rational clients show better retention. As long as they are happy with the product and assume they were emotionally distant when choosing your service/product, that's excellent news. Indeed, the best buying decisions are rational when the buyer compares all options and chooses one. Having an excellent, friendly relationship with all your clients is not easy. And it's impossible at scale. So, a good news. Except if they were originally emotionally close. And in this case something might be broken, and getting in touch to 1/ listen and 2/ potentially repair the relationship could make sense.

Client feels distant? No worries! Start by understanding what they want in Web3 (make money, build stuff, etc.). This helps you connect better. Be the Web3 teacher! Share cool Web3 info to show you're an expert they can trust. Be honest about risks and rewards, no sugarcoating! Speak plain English, not code! No Jargons Why is this cool? Don't just tell them what Web3 is, tell them why it matters and how it can help them achieve their goals. Learning takes time! Be patient if they don't get it all at once. Show you care! Acknowledge their doubts about this new Web3 thing. Let them know you understand and you're there to help. Ask what they think! Don't just tell them what to do. Ask open-ended questions to get their ideas