Photo by Chas Redmond
If you’ve read my last week’s post about business relationships for designers, you know that in my experience, it’s of the upmost importance that you lead your client to the most significant design you’ve come up with. Why? Because when it comes to design, you surpass your client’s qualification. So it’s up to you to pick the best design for her needs. Because as a professional, you know which design will lead to the expected results - in contrast to your client, who is much more likely to be biased by personal taste.
Small business owners and first-time design buyers usually fall into this category. Read on…
In business, being audacious can often lead to crumbling walls. How do you ensure that the wall breaking down is the one between you and your (potential) client, and not the one you’re standing on? Read on…
In design, half of the job is selling your work to your client. If you follow classic job procedures - acquire, design, sell -, you will have already noticed that it takes far more sweat to sell your design to the client than to acquire her in the first place. Why is that, and what can you do about it? Read on…
The power of words can be incredible. But only if you use them at the right time. Learn how to make more out of a standard assignment by leveraging your client’s view of things.
What matters even more than what you say, is the time you choose to say it. If you have been given a standard brief (here: re-design the CI for a small local retailer), and you want to win the client for more, anticipate how your client thinks! Identify how she might react to innovations and new approaches, and if you prepare her step by step (by feeding her bit after bit of your knowledge and insight), you will never have a problem enhancing the nature and/or extent of your assignment.
Here is how I argued to convince a client that an unusual and innovative marketing concept was the right card to bet on - in addition to the job I actually accepted. Read on…
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