Setting Realistic Timelines To Avoid Frustration

Project timelines in the solar industry is where dreams often go to die. Too many solar companies start off with the best intentions: "Your system will be installed in three weeks!" But as anyone who's been in the trenches knows, overpromising on project timelines is like lighting a fuse on a time bomb—it’s just a matter of when it’ll blow up. Project timelines are inherently complex. Each of the necessary steps can—and often will—introduce delays. Yet, companies keep selling the "speedy install" dream. Why? Because it sounds great in marketing pitches. Imagine this: your customer is ready to go green, pumped about saving money, and telling their friends about their shiny new solar setup. Then… crickets. What started as excitement quickly turns into frustration, and suddenly, that glowing word-of-mouth marketing you were counting on turned into negative reviews. 𝑾𝒐𝒓𝒔𝒆 𝒚𝒆𝒕, 𝒚𝒐𝒖’𝒗𝒆 𝒅𝒂𝒎𝒂𝒈𝒆𝒅 𝒚𝒐𝒖𝒓 𝒓𝒆𝒑𝒖𝒕𝒂𝒕𝒊𝒐𝒏 𝒊𝒏 𝒂𝒏 𝒊𝒏𝒅𝒖𝒔𝒕𝒓𝒚 𝒕𝒉𝒂𝒕 𝒓𝒆𝒍𝒊𝒆𝒔 𝒐𝒏 𝒕𝒓𝒖𝒔𝒕. It often stems from one of two things—either a lack of understanding about how complex solar projects are, or an unwillingness to admit that complexity to the customer. Solar isn’t plug-and-play. Timelines depend on factors outside your control: the utility’s responsiveness, the local permitting office’s workload, and even global supply chain disruptions. Sure, it’s tempting to give a short timeline to seal the deal, but doing so sets everyone—your team, your partners, and your customers—up for failure. Instead of overpromising, let’s shift the narrative: ⇨ Be brutally honest upfront. Customers respect transparency. Explain that timelines can vary and give a realistic range, not a fixed date. ⇨ Overcommunicate. If there’s a delay, let the customer know immediately. Provide context and updates regularly. Silence breeds frustration. ⇨ Build in buffers. Underpromise and overdeliver. If you think the install will take six weeks, tell the customer eight. 𝑾𝒉𝒆𝒏 𝒚𝒐𝒖 𝒇𝒊𝒏𝒊𝒔𝒉 𝒆𝒂𝒓𝒍𝒚, 𝒚𝒐𝒖 𝒍𝒐𝒐𝒌 𝒍𝒊𝒌𝒆 𝒂 𝒓𝒐𝒄𝒌 𝒔𝒕𝒂𝒓. ⇨ Train your team to manage expectations. Every person interacting with customers should understand the importance of underpromising and overdelivering. Your customer is trusting you to guide them through a complex and unfamiliar process. 𝑾𝒉𝒆𝒏 𝒚𝒐𝒖’𝒓𝒆 𝒕𝒓𝒂𝒏𝒔𝒑𝒂𝒓𝒆𝒏𝒕, 𝒑𝒓𝒐𝒂𝒄𝒕𝒊𝒗𝒆, 𝒂𝒏𝒅 𝒓𝒆𝒂𝒍𝒊𝒔𝒕𝒊𝒄, 𝒚𝒐𝒖’𝒓𝒆 𝒏𝒐𝒕 𝒋𝒖𝒔𝒕 𝒅𝒆𝒍𝒊𝒗𝒆𝒓𝒊𝒏𝒈 𝒂 𝒑𝒓𝒐𝒅𝒖𝒄𝒕—𝒚𝒐𝒖’𝒓𝒆 𝒅𝒆𝒍𝒊𝒗𝒆𝒓𝒊𝒏𝒈 𝒑𝒆𝒂𝒄𝒆 𝒐𝒇 𝒎𝒊𝒏𝒅. So let’s stop the overpromising. It doesn’t make you look good, it doesn’t help your customer, and it certainly doesn’t help the solar industry as a whole. Let’s instead focus on integrity, clarity, and realistic timelines. Because when you deliver on your promises—or even exceed them—you’re building something far more valuable than a solar array: trust

Over the past 20 years in market research, many project issues I've seen stem from mismanaging client expectations. Whether you work for a research firm, an agency, a consultancy, or any other business that involves regular client discussions, here are 4 pointers. 1️⃣ Communication—Regularly communicate, candidly ask the client how often they want updates, and never let a week go by without touching base, regardless of the project stage. Anticipate questions and answer them before they ask. A client sending an email asking, "What's the status of...?" is a failure on your end - within reason. Lack of responsiveness leads to mistrust, even more micromanagement, skepticism, and other issues that can be snuffed out by communicating openly. 2️⃣ Be Realistic—We all want to say "yes" to clients, but there are often ways to showcase your experience and expertise by being honest about what can be achieved with a given timeline and budget. The expectation could be a lack of understanding about the process or industry norms. Underpromise and overdeliver versus overpromise and underdeliver. Those honest conversations may appear inflexible, but they're often more about setting expectations and setting up both parties for long-term sustainable success. Saying "no" to this project could be a better long-term decision for the account than saying "yes" and failing with no second chance. 3️⃣ Understand Perspective—Take the time to actively listen to your client's needs, goals, and priorities. It goes beyond listening and includes asking smart (and sometimes bolder) questions to get a complete understanding. What drove the need for research? Why is receiving results within 2 weeks crucial? What happens if you don't receive results in 2 weeks? Understanding what's pushing the decisions behind the scenes can be a game changer. 4️⃣ Solutions Over Problems—Never present a problem or an issue to a client without a path forward. "This happened, but here are 3 things we can do to fix it." You need to be more than someone who relays information, you need to be a true consultant. Be able to justify each recommendation and explain the pros and cons of each path. -------------------------------------- Need MR advice? Message me. 📩 Visit @Drive Research 💻  1400+ articles to help you. ✏️ --------------------------------------

One of the trickiest parts of growing an agency? Managing client expectations without burning bridges. Early on, I thought being a "good partner" meant always saying yes. But here’s what I’ve learned: saying yes to unrealistic timelines or promises doesn't build trust. It builds resentment on both sides. Now I approach it differently: → Set clear expectations upfront → Explain the "why" behind timelines (strategy > speed) → Show how doing it right once beats doing it rushed three times → Always over-communicate progress, even if it’s just a small update Most founders respect honesty. What they hate is feeling left in the dark. You don’t lose respect by pushing back; you lose it by overpromising and underdelivering. The earlier you set the tone, the easier everything else gets.

If I had to sum up our most successful client partnerships in one word: Expectations. I’ve become ruthlessly realistic about this during onboarding. For instance, we recently partnered with a brand starting from scratch in their DTC channel, but with a large budget. From day one, we set a conservative 4-month plan with clear expectations. Little hack: Set conservative deadlines. If it takes our team 2 weeks, I tell clients 1 month. Why? 1. It builds buffer time for unexpected delays. 2. 95% of the time, we deliver early and exceed expectations. A year ago, I focused on speed with our “6-Week Sprint” offer, but I’ve learned that my ideal clients value sustainable, long-term strategies over speed. If someone comes to me with unrealistic expectations, that’s the first thing we address.

Managing expectations isn’t about saying “yes” to everything; it’s about setting the foundation for trust and long-term success! One of the most important lessons I’ve learned in account and project management is the art of managing client expectations. It’s not always easy, but when done right, it builds trust, fosters collaboration, and leads to successful outcomes for all teams! Here are a few strategies I’ve found effective: ✅ Be transparent upfront: Set realistic timelines and explain the “why” behind them. Clients appreciate honesty, especially when it comes to what’s achievable. ✅ Communicate consistently: Keep clients informed throughout the process. Even small updates can make a big difference in keeping everyone aligned. ✅ Underpromise, overdeliver: Exceeding expectations is always better than falling short. Giving yourself a buffer allows for unexpected challenges without derailing the project. ✅ Stay solution-focused: If timelines or deliverables need to shift, approach it with clear solutions and an action plan. Clients don’t just want results—they want to feel confident in the process. #ClientManagement #ProjectManagement #AccountManagement #Collaboration