Adding the art of sales to your creative process

Adding the art of sales to your creative process

About me & you

Overview• Roadblock removal• Rules and Rights• Steps for Success– Step 1: Get it together before you get

together– Step 2: Get a read on your client– Step 3: Get a read on their audience– Step 4: Pre-sell– Step 5: Design– Step 6: Sell your design

Vocabulary for our talk today…• Designer – the person engaging in

conversation with the client, can be an account service person and/or a designer actually creating the art.

• Client – the person commissioning the art, can be a boss, co-worker, mother, brother, business owner…

Roadblock removalAn honest look at what’s working against your work.

How do you feel when you’re in a sticky situation with a client?

When do they most often occur?

Have you ever said:

• Clients are not paying me to babysit they’re paying me to design

• I shouldn’t have to change the way I communicate, they hired me

• I went to design school so my ideas are the best, they don’t know what they’re talking about

• Clients are crazy• Everyone wants

everything for free

What do all of these statements have in common?

These beliefs are holding you back from building successful client relationships.

People say…• Creative people are

not good communicators

• We’re flighty• Untrustworthy• Overly emotional

Designers start projects they can’t or don’t finish.

Designers don’t value their time and expertise.

They say they can’t because they don’t want to.

Designers talk down to clients and throw fits about revisions.

Our reputation is in danger

Clients are not paying me to babysit they’re paying me to design

• Planning is what keeps projects on budget

• Planning is what keeps clients happy– Dogs, kids and clients

are all crazy without rules

– Everyone likes to know what to expect

• Maybe they should pay you to babysit

ROADBLOCK REALITY CHECK

I shouldn’t have to change the way I communicate, the client hired me

• Remember, clients are paying you so be nice

• Clients really do need your help, but won’t take it unless you go about it the right way

• You can get what you want but just not the way you want to go about getting it


I went to design school so my ideas are the best, clients don’t know what they’re talking about

• Clients do their job every day and you don’t

• Clients talk to their target market everyday and you don’t

• Clients get in their own way and it’s your job to help them see the designs in the correct perspective to get the desired results from their audience, you are a facilitator, don’t act like an expert it unless it’s called for


Clients are crazy

• They are if you let them be– or take away their control– talk down to them–mislead them– or don’t meet their

expectations

• Perhaps you’re crazy, you know what they say about birds of a feather

• Consider a catch and release program


Everyone wants everything for free

• And they will until you decide that your work is worth paying for

• Set the precedent upfront for what is paid work and what is free

• Have a formal agreement in writing to refer back to with tangible items


Rules and rightsRules of engagement for client and revisions warfare.

Don’t design to get your emotional needs met.

Number 1 rule of design:

Rules of perspective

• Understand your role– Creative advisor helping them find the

best way to represent their company– Assist them to choose a good design

that represents them well to their audience

– A communication liaison between the target audience and the company, do your part as a good communicator and you’ll have a client for life

Rules of perspective

• See it from their perspective– Clients are not art critics and don’t have the

training you have, they see bad design so often they are used to it and can’t tell bad from good

– Often they feel threatened by something they don’t understand

• Listen, stay calm, do not defend, ask questions and really understand their point of view

• The first person to go emotional looses

Know your rules of engagementTo keep yourself from being walked all over in the design process create your bill of rights for example:• The customer is not always right but their

opinion is crucial to the successful outcome of a project. They have a right to know our opinions about their ideas and then with that knowledge can make an informed decision about their work.

Know your rules of engagementExamples continued:• Respect will be awarded to those with a

backbone. We are a young company and a quality company. We hold firm in our values and seek knowledge from every experience. We are respectful to others and expect the same in return. When the need for firmness arises we are firm with a smile, preferring to kill others with kindness.

What are your rules of engagement?

Steps for success

I know you believe you understand what you thought I said but I’m not sure what you realize what you heard is not actually what I said.

No more of this!

Steps for Success

– Step 1: Get it together before you get together

– Step 2: Get a read on your client– Step 3: Get a read on their audience– Step 4: Pre-sell– Step 5: Design– Step 6: Sell your design

Step 1: Get it together before you get together

Step 1: Get it together before you get together

• Review your design process and uncover any potentially challenging areas

• Create email templates to use throughout the process so you don’t forget key details

• Make design templates

• No paralysis by analysis

STEPS FOR SUCCESS

Step 2: Get a read on your client


• Take notes – Later you can use these notes to describe the art using their words. “Parrot Phrase.”

• What is their goal for the piece?– The reason they tell you is not the

real reason. – Your job is to uncover the real

reason or you can’t help them achieve the goal.

STEPS FOR SUCCESS


• How do they perceive themselves?– New kid on the block– A major competitor– Incorrectly perceived by the public– Established but unknown

STEPS FOR SUCCESS

Understanding this may help you help them set goals.


How do they communicate? (DISC)– Short impatient, big picture discussion

(D)• Dominance: Direct and to the point,

decisive and bottom line oriented. These people tend to be independent and results driven. They are strong-willed people who enjoy challenges, taking action, and immediate results.

– Energetic and agreeable fast talkers (I)• Influence: Optimistic and outgoing. Often

highly social and out going. They prefer participating on teams, sharing thoughts, and entertaining and energizing others.

STEPS FOR SUCCESS


How do they communicate? (DISC)– Easy going slow paced speech (S)

• Steadiness: Empathetic & Cooperative. Typically team players and are supportive and helpful to others. They prefer being behind the scene, working in consistent and predictable ways. They are often good listeners and avoid change and conflict.

– Thought out detail oriented sentences (C)• Conscientiousness: Concerned, Cautious

& Correct. These individuals are often focused on details and quality. They plan ahead, constantly check for accuracy, and what to know "how" and "why“.

STEPS FOR SUCCESS


In what way do they best interpret information?

– Draw pictures or diagrams– Taking notes – scattered (not

necessarily visual) or organized (visual), brief (audio)

– Have to talk though ideas – lots of questions and conversation

– Types of words they use “looks like”, “feels”, “I’ve heard”

– Talk with their hands – Visual paints a picture with hands – Kinesthetic more repetitive gestures to create emphasis

STEPS FOR SUCCESS

Visual; 60

Audio; 30

Kinesthetic; 10

Step 3: Get a read on their audience

Step 3: Get a read on their audience

• Collect general target market type information

• Don’t act too smart, let them tell you• How much do does their audience

understand about the product the client is trying to sell

• What is the relationship of the business with the target audience

• Consider the audience communication style, ask the client if they notice trends

STEPS FOR SUCCESS

Step 4: Pre-sell

In sales we call this an Up Front Contract

Step 4: Pre-sell

Talk now about items that immediately raise concerns. – Don’t tell them what to do – Ask them more questions to get a clear

photo then express concerns from an experts perspective. (Think like a lawyer.)

– Ask them what’s most important in their design requests so you can accommodate them

– Get excited about their ideas and let them know when you think they’re really good

STEPS FOR SUCCESS

Step 4: Pre-sell

Talk now about items that immediately raise concerns. – Allow yourself to buy into client

ideas even though they are not your own, sometimes they have a stroke on genius and you won’t see it unless you’re open minded

– Explain any considerations that should be taken based your target market conversation

STEPS FOR SUCCESS

Step 4: Pre-sell

• Ask them about their expectations from a designer

• Tell them upfront about potential bumpy spots in your process, share your timeline, costs and your expectations of them.– Get permission to tell them if they’re

about to make a really bad design decision

– Explain what will happen if your expectations are not met

STEPS FOR SUCCESS

The what does it take to get fired conversation.

Step 4: Pre-sell

• Learn how they want to communicate– Ask them about a follow up call or

meeting after and during the work process

–Who’s involved with making design decisions

–What’s the best way to contact them

• Tell them how you want to communicate

STEPS FOR SUCCESS

Your up front contract

Their agendaYour agendaTimePossible outcomes

Step 5: Design

Step 5: Design

Design what they said they wanted. – Even if it’s not perfect it allows them to see

that you heard their requests and honored them

– If you think the design isn’t working out determine the problem areas and re-work those areas within the clients given parameters. The reasons for changing these areas should be justified logically, not emotionally:• Key items are the noticed first• Easy to understand layout• Charts/Graphs and other must have details are

easy to see

STEPS FOR SUCCESS

Step 5: Design

Design one better.• Do not do this to win a design war with the

client. If the clients requests are justified they must still be met on the new design.

• When you design a better than suggested design it must still reach the same intended goal and outcome

• Don’t be afraid to change the parameters if needed for example in most cases a cluttered one sided print design can be done easily and not much more expensively on two sides

STEPS FOR SUCCESS

Step 6: Sell your design


Based on your client read determine how will they will best interpret your designs in a positive light.

– Always let them know their responsibilities

– Assign a deadline for a decision/revisions

– Let them know the next step in the process

STEPS FOR SUCCESS


• Send over the designs with brief thoughts

• Include only red flags and big touch points

• Generally they’ll call you to follow up

Audio and Conversation Tips

Call to follow up immediately after sending

Allow them to lead the conversation

Don’t tell them what to do Help their decision based on

results/goals (ex: ink, load time, cost, effectiveness of message overall)

STEPS FOR SUCCESS

D


• Cut down to only the best options (3-4)

• Include which design you like best• Can follow up right away to talk it

through or the next day


Guide them to best results Focus conversation on how others

(audience) will see and interpret the design

Give your opinion

STEPS FOR SUCCESS

I


• Cut down to only best options• Send designs let them know when

you will follow up in a few days by phone or email

• Let them know when you’ll want a decision

• Give them the option to meet in person


Persuade for best designs with pros and cons

Share your opinion Speak slowly, give them time to

process

STEPS FOR SUCCESS

S


• Write a detailed email referring to designs or include with actual designs, pros and cons of each option

• Let them know when you will follow up (a few days later) with a phone call or email

• Give the option to meet in person • Let them know when you want a decision


Explain how the design works or doesn’t work When persuading for or against a design refer

back to goals to assist or desist a decision. Stick to the facts and details

STEPS FOR SUCCESS

C

Your style –vs- Client style

Are there clients that you have the most challenges working with? What’s their style and how does it differ from yours.

Overview• Roadblock removal• Rules and Rights• Steps for Success– Step 1: Get it together before you get

together– Step 2: Get a read on your client– Step 3: Get a read on their audience– Step 4: Pre-sell– Step 5: Design– Step 6: Sell your design

Thank you!

Any questions for Monica?