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8 Simple steps to winning over design clientsFace it, we live in a dog eat dog world. Not only are we competing with other designers in our local area, we’re also competing with design contest sites, crowdsourced design as well as very cheap alternatives where people are offering design services for as little as $5.
What are we to do?
Don’t fret, there’s still plenty of work to go around and there are lots of people and businesses out there looking for a designer just like you.
But how do they know you’re the right designer for the job? Simple, you show them.
It all comes down to “subliminal warfare”. Subconsciously whenever you meet someone there’s an internal battle that goes on between you and the person you are meeting. Each of you sizes up the other in order to form a first impression of them.
- What does the person look like?
- How do they act?
- How do they compose themselves?
- What do I like about them?
- What don’t I like about them?
- Is this someone I can get along with?
All these questions and more go through both your heads while you are conversing.
So while you are weighing up your “opponent”, it’s up to you to provide favourable answers to their similar questions about you.
Winning over clients
I’ve put together a few tips to help stack the odds in your favour and improve your chances of winning over design clients whether you are talking to them over the phone, through video or meeting them face to face.
Tip 1: Dress for success
Dress professionally but appropriately. this does not mean wearing a suit to every client meeting. In fact, dressing too nice could loose you some points.
Have you ever felt intimidated by someone dressed better than you? You don’t want the client to feel that way. Research your client if you can and coordinate your attire to match their preferences. Are you meeting the CEO of an investment firm, wear a suit. Are you meeting the inventor of a new electric skateboard? Dress casual but still professional.
If you dress appropriately you've already won half the battle.
Tip 2: Call them by their first name
I know, I know, we're taught to respect our elders and call them Mr. or Mrs. But I want you to remember, you are both business people, and as such, you are on eaqual ground. The goal is for the two of you to work together, not for you to work for them. Using their first name puts you on even ground.
Tip 3: Learn the names of the people the client works with.
Using someone’s name can be very powerful. It shows you made the effort to remember them. It makes that person feel good about themselves and it makes them take notice of you. Always try to learn the names of the client's support staff. Their receptionist, their doorman, their delivery driver. You never know when the boss might ask one of them what they think of you.
Tip 4: Put your hand out first
Shaking someone’s hand is an age old tradition when greeting someone. (depending on where you live of course). Don’t wait for them to offer. Put your hand out first. It shows a sign of confidence and authority. And it shows that you’re serious about meeting them.
A lot can be learned by a handshake. So learn how to shake hands properly. This goes for both men and women. Remember when I mentioned “social warfare”? Having a week handshake can harm you more than you think.
Tip 5: Anticipate questions and answer them before they are asked
When preparing for your meeting try to think of any questions the client may have and answer them during your presentation before they come up. It shows that you are knowledgable and a thinker.
Have answers ready for questions you don’t address as well, If you don’t know an answer, offer to find out and get back to them. There is no shame in saying I don’t know.
Tip 6: Use “we” instead of “you” and “I”
Talk to the client as if they've already hired you. Never say “if you hire me” or “if I get this job”, instead use something like “once we're working on this” or “when we're working together”. If you demonstrate from the start that you already view the relationship as a partnership, you will have much more success with the client.
Tip 7: Use “will” or “would” instead of “can” or “could”
I learned this trick from a parenting book. Trust me it works great on teenagers and equally well on clients and suppliers. I don't remember if it was John Gray – Children are from heaven or Barbara Coloroso – Kids Are Worth it. Regardless, the trick is when requesting things use “will” or “would” instead of “can” or “could”. The latter questions their ability and has the potential for a negative response. Using “will” or “would” doesn't invoke that same response and is much more accepting in the recipient's view.
Would you send me the files is much more inviting than could you send me the files. Don't you agree?
Tip 8: Smile
No explanation required. A smile can go a very long way.
What tips do you have for winning over design clients?
Let me know your tips by leaving a comment for this episode.
Questions of the Week
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This week’s question comes from Suvi
Does it matter where I buy my domain names from? I live in Australia and some Australian domain name sellers are very expensive, and sometimes I feel tempted to go the cheaper route, for example Go Daddy.
Does it make a difference where I buy the name from, if I already have hosting elsewhere? I am especially talking about those extra domains with similar spelling to my domain, that I would like to register.
To find out what I told Suvi you’ll have to listen to the podcast.
Resource of the week Website Grader
Website Grader is a simple but effective tool to see how a website stacks up performance wise. It measures the overall performance, mobile performance, SEO and security of a site and gives you advice on how to improve them.
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Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at firstname.lastname@example.org