Order clarification: the most important step that many underestimate

Imagine this: You get into a cab. The driver asks: "Where do you want to go?" And you answer: "Hm… well, somehow… in a good direction, with inspiration perhaps."
What happens? He probably drives off – but whether you get to where you really want to go is questionable.

This is exactly how many order discussions take place.
The customer has a need, but the goal is vague.
And this is where our real work begins: creating clarity.

What is order clarification anyway?

The job clarification meeting is more than just an organizational briefing.
It's the moment when the collaboration begins – and when it's decided whether your offer hits the mark or misses the mark.

You help the customer to formulate what he or she really wants.
This is often not clear from the outset – many clients have a feeling or an idea rather than a concrete goal.

Goal: What should change after the event?

The key questions are:

What should really be different after the event?

What was the benefit?

What was made possible?

The questions may seem similar, but they allow the customer to look at the goal from different angles!
Only when these questions have been clarified can you develop an event design that really makes an impact.

80/20: The golden rule of conversation

The customer speaks 80%, you speak 20%.

You ask the questions, listen actively, repeat what you have understood and bring structure to the customer's thought process.
This is often the first added value you provide – clarity through conversation.

Examples of your conversation strategy:

  • Paraphrase: "If I understand you correctly, then…"

  • Specify: "What exactly does this mean for the participants?"

  • Creating images of the future: "What would be different when the goal is achieved?"

You should clarify these questions

A structured question set helps you not to overlook anything. We work with a padlet that we use regularly:

Click here for the template

The following questions are sent to customers in advance for consideration:

  • Objective: What is to be achieved?

  • Format: Online, onsite, hybrid?

  • Time frame: When, how long, in what cycle?

  • Participants: How many, what roles, what previous experience?

  • Expectations: What is particularly important to the client?

  • Deliverables: What should be the final result?

After clarification: design phase & feedback loop

Once all questions have been clarified and the order has been placed, the design phase begins.
Here you develop the concrete concept on the basis of the clarification – structured, targeted, effective.

This is followed by a design coordination meeting, during which you go through it again with the customer:

  • Does the concept meet expectations?

  • Is the arc of suspense coherent?

  • Are elements still missing?

We use Sessionlab for the design. This also makes detailed design fun!

Track groups for complex orders

Especially for larger organizations and/or formats lasting several days, we recommend a coordination meeting with a track group after the order clarification .
It consists of various employees who represent the DNA of the organization (different hierarchies, departments, etc.).
The track group provides feedback on the design and helps to identify blind spots.

Advantages:

  • Broader feedback on target setting

  • Reality check on the design

  • Early involvement of important multipliers

In this way, you ensure that the concept not only fits, but is also supported.

Documentation: The contract of clarity

After the interview, you should record all the key points in writing. This creates:

  • Transparency for all parties involved

  • Avoidance of misunderstandings

  • Basis for further action

A short one-pager with goals, format, participants, time frame, deliverables and open points is often enough – but it's worth its weight in gold.
Or a padlet 🙂

Conclusion: Clarity beats creativity

Many people want to jump straight into creative design – but without clarity, even the best design becomes arbitrary.
Order clarification is the strategic moment in which you set the framework for everything that follows.

Anyone who listens well, asks precise questions and summarizes honestly makes it clear during the conversation that he or she really understands the assignment – and that creates trust.

If you have now successfully completed your order clarification meeting and you are standing in the workshop after the design, you will definitely need a few belt openers. Click here for the blog article: Our 6 favorite workshop openers!