After graduating, I was ready to rock. I wanted to get my name out there and prove what I could do; I was so excited to pitch designs to my first client. Needless to say, the wind was knocked out of my sails. The client didn't like my color palette and wanted another typeface. It was devastating. Sound familiar? This was a problem I ran into over and over. I was working hard, improving as a designer by the day, but I was struggling to get client buy in. I realized I had to change my methodology in order to overcome this hurdle. This experience helped me implement beneficial changes that have improved my client relations skill set.
1. Be a Good Listener
Listening is the most essential skill for a successful designer. Forcing ideas on clients rather than listening to them is detrimental. Effective communication requires a designer to understand their clients in depth. I don't make any recommendations until I've listened to a client's goals and understand the ethos of their brand. Active listening improves client relations and promotes consensus when presenting design solutions.
2. Establish Project Goals Through Thoughtful Discovery
Establishing goals to at the onset of each project is the cornerstone of its' success. This helps guide our initial research and creative brainstorming for all of our clients. Early discovery and research uncovers unknown needs and wants. At Designsensory, we begin each project with a strategic brief. This helps the team and client gain consensus on the target audience and what the client is trying to accomplish. Goals should be kept at the center of every design decision you make. Thus, if a team member or client questions your design choice, you have the project goals as justification.
3. Inspire Confidence by Being a Thoughtful Consultant
Many creatives are eager to bring all their blue sky ideas to the table. While this is an admirable quality, it's not always what our clients need. I’ve found clients appreciate a thoughtful consultant who understands who they are and comes up with the right design to help them connect with their audience. Building on skill set #1, listening, getting to know their audience and then consulting will help you create more focused ideas that will be appreciated by your client. Have confidence in yourself and don’t give up all those blue sky ideas, even if you have to put some of them in the parking lot.
4. Gain Trust Through Consensus
All relationships are built on trust, especially designer/client relationships. Inclusion and gaining consensus in each major step of the design process will assist in earning clients' trust. You'll also gain their trust by being an expert in your specialty. If you don't have confidence in your abilities and ideas how can you expect your client to trust you? Many clients are excited about the design process. Even though they may not be experts in design, they are experts in their respective field. Include them and listen to what they say at each step of the process. I’ve found inviting clients to a whiteboard session can be a great way to include them in the process.
5. Sometimes You'll Fail, and That's OK
Sometimes even if you do everything right, you can still fail. You may come up with the wrong solution. You may fail to inspire trust in your client. Sometimes you'll be the best consultant you can be and the client will flat out disagree with you. That's okay. Failure is a part of life. Embrace it and learn from it. Don't let it get you down and don't let it sour your passion for the project. In times like these, you've got to be a professional. Don't be prideful. Even if you feel the idea or design solution is flawed, finish the project to the best of your abilities.
I hope this helps newer designers avoid some of the struggles I dealt with earlier in my career. The truth is that the best way to learn is by doing. So get in there and get to know your clients. Fail over and over if you've got to and don't let it get you down. If you're a hard worker and keep your eyes on the prize you'll eventually break through. It might take some time, but stay patient, stay positive and be persistent.