10 war stories about selling creative services

10 war stories you (probably)won’t see on Slideshare

Eric ReissIA Summit

April 9, 2010Phoenix, AZ

1 slot10 stories20 slides30 suggestions40 minutes

CaveatTweet and blog with discretionHighlight the the generic lessons,not the gory detailsDon’t betray my confidence(I have the memory of an elephant)

What to do when the client doesn’t care(a story from the public sector)

“What shade of lipstick can you put on our pig?”

Nota beneDo something quick and easy that makes your client look good(show that positive change is not impossible)Seek a true champion within the organizationIf you’re going to prostitute yourself, make sure the money is really, really good

How to get screwed in one easy lesson(a story from the airline industry)

“Would you consider a no cure, no pay agreement?”

Nota beneDon’t let your enthusiasm get the better of youAlways maintain control of the “cure”(and make sure the “cure” is well-defined)Ensure you establish your rights to the “cure” if the client gives your work to someone else for execution(and be prepared to sue)

How to avoid meetings from hell(a story from the financial sector)

“Who called this stupid meeting?”“Who are you guys?”

“Why am I here?”

Nota beneWrite out a clear agenda and make sure everyone gets it prior to the meeting(hold the client-side organizer hostage)List your expected outcomes / decisionsProvide short background documents if necessary

The truth behind social-media marketing(a story about B2B)

“But social media is free…”

Nota beneDon’t be greedy and accept a project unless proper internal resources have been allocatedUnderstand that social media are not marketing tools, they are communications devices Focus on communications goals, not projects(and don’t be seduced by false metrics)

What to do when the key decision-maker leavesthe team a week before the contract is signed

(a story from the private sector)

“BTW, I’m no longer in charge of this project…”

Nota beneMake sure the new person knows that youknow they are calling the shots(Don’t threaten, be supportive)Find out what the new person has in terms of personal goals and hidden agendas(and find out why the other guy left/got fired)Avoid talking about legacy decisions(even when the new leader is clearly looking for a scapegoat)

What to watch out for when dealing with bureaucrats(a story about charities and NGOs)

“Oh, the contract is just a formality…”

Nota beneA contract is always a contractCover Your Ass.Get something in writing from the client (an e-mail, for example) that shows they understand the true backstory and are gaming their systemBe wary of contracts that appear after you’ve started the work

How to give clues to clueless clients(a story about B2B)

“We want the best damned site in our industry.Can we have it Thursday?”

Nota beneTry and put the project into a familiar perspective(e.g. print: compare preparation needs and budgets with those for their annual report)Show how a proper development process works(e.g. www.fatdux.com/how/our-process)See if there is a link to an internal process(e.g. LEAN – muda, muri, mura)muda = elimination of fluctuation (e.g. quality)muri = eliminating unreasonable work (planning)mura = reactive elimination of causes

How to avoid “deliverables creep”

(a story from the private sector)

“You didn’t deliver what you promised…”

Nota beneDon’t be vague just to get the contract.Vague proposal language will return tobite you in the ass.Make sure you specify your deliverables – and that the client understands exactly what you mean (not everyone has the same definition of stuff, e.g. wireframes)Always be prepared to give more than you planned on giving.

What to do when the CEO pulls rank(a story from the industrial sector)

“My wife says links should be blue…”

Nota benePick your fights with care. Don’t waste time discussing the home page if you can win on stuff like better forms design.In a battle with the CEO’s wife, statistics will loseGet the CEO to choose between his personal business success and his wife(“You might become more profitable if you…”)

How to read between blurry lines(a story from the private sector)

“But your proposal doesn’t contain all the stuffwe want but didn’t ask for.”

Nota beneFind out how you got on the short list(probably because you are qualified)Don’t spend too much time proving your qualifications. Instead, show that you can think outside whatever box you’ve been given.Show folks success, not just process(People don’t want a drill, they want a hole.)

You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmarkwww.fatdux.com

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44er@fatdux.comskype: ericreisstwitter: @elreiss