When “I’ll get to it soon” becomes “I can’t finish it”

We wear many hats as small business owners: creator, project manager, accountant, marketer, and sometimes therapist. We get busy. Life happens. But none of that excuses poor client communication or unmet commitments.

Recently, I hired another small business owner/friend to help with a website project. I’d sent a number of referrals her way in the past. She assured me she would complete my project by the end of August. I paid a 50% deposit and trusted her. Weeks passed. Updates never came unless I inquired, and she maintained her team was working on my project and it would be done soon. Excuses piled up. Finally, after repeated emails from me, she admitted she could not complete the project and offered to refund only a very small part of my payment because her team had "done some research."

Unfortunately, this is the second time a website developer has failed me.

I decided not to pursue it further, but it left me with a sinking feeling.

This is not how small businesses should treat each other.

It has never happened to me, but if I failed to complete a project for a client, I cannot fathom not refunding whatever they paid me. Nordstrom, Costco, IKEA, Zappos, REI, Land’s End…they all have reputations for outstanding return policies. Small businesses should have similar policies for unhappy customers.

Here are a few lessons I’ve learned (and try to live by) about good client service, especially when things do not go as planned:

1. Communicate early and honestly.
The first rule of good business behavior—whether you’re an employee in a large company or a small business owner—is NO SURPRISES. You need to communicate about what’s going on, every step of the way, and especially if you run into any roadblocks. Clients (or bosses) will be far more understanding if they know you’re struggling. People are more likely to accept setbacks than silence or excuses.

2. Honor your agreements or make it right.
Early in my business when I had a few clients who wouldn’t pay my invoices, I began asking for a down payment before starting a significant project. It just makes sense. But if you take a deposit for work you do not deliver, refund it. Even if you have done prep work, the client has not received value. Trust is worth far more than short-term cash flow.

3. Set realistic expectations.
Way back when I managed a group of publications staff in an environmental consulting firm, I set a standard of communicating honestly. Previously we would pull off miracles when project managers would deliver work way too late to meet deadlines without staff having to work crazy hours. It’s critical to not promise a timeline you cannot meet. (In the case of the project I mentioned at the beginning, our initial conversations started in early July. She had nearly two months to complete the project.) It is always better to underpromise and overdeliver than the reverse.

4. Protect your reputation with integrity.
A small business’ reputation should be gold standard. How you handle your problems defines you. I have sent this colleague a number of referrals in the past five years, but obviously those will stop. I want my business to be built on trust and accountability so it will attract repeat clients and referrals.

5. Treat other small businesses as partners, not paychecks.
As small business owners, we all rely on relationships and word of mouth. When we take care of each other, we strengthen the entire small business ecosystem. The value of a relationship is far more than a deposit.

This experience was disappointing, but it reminded me why ethical business practices matter so much. I want all of us, especially small businesses, to thrive through trust, transparency, and follow-through.

In the end, our work is not just about what we deliver. It is about how we show up.

Let’s make your message the one they remember. Fertile Ground Communications transforms complex ideas into clear, compelling messages that capture attention and inspire action. Whether you’re a small business, public agency, or nonprofit, we help your voice break through the clutter and connect authentically with your audience.