Let's
face it. Some days, you want to just fir your clients. You go through one too
many comps, iterations or edits and you've has enough. It has happened to
everyone at least once and I'd be lying if I said it won't happen again; you
get to the end of a project and realize that you would have made more per hour
flipping burgers. Thankfully, as with most common problems, there are a few simple
guidelines that you can follow to help make sure that you're never working
for below minimum wage.
Due Diligence
"Experts
often possess more data than judgment." - Colin Powell
Know Your Role
Remember
that the client will always know more about their product or service than you
do. They are the expert at what they do; their problem is usually that they
don't know how to explain it well. That is where you, as the designer, step in
to help. You are a graphical communications ninja, but to effectively
make your, and ultimately your client’s, point you must fully understand what
needs to be said.
From the
outset, make it a priority to get as much information as possible about the
company, their product or service, the intended audience of your work and the
reason that your work needs to exist. The better prepared you are and the more
information you get out of the client before you start working, the quicker
your design will be accepted, and the quicker you will get paid. Use that
overflow of data from the client to form a coherent picture of what you are
trying to accomplish and then use your good judgement to make something
beautiful from the madness. By spending ample time collecting information, you
have allowed the client to share their knowledge and participate in the
project. This is a good thing. When clients feel they are part of the process
they are less likely to question the design decisions you make.
Hire the Right Customers
"If
you try and please everyone, you won't please anyone." - 37signals
Remember
that part of your due diligence is making sure that the project is a good fit
for you as a designer. You cannot be everything to everyone, and if you try to
be, you will not only look bad, you will lose money.
Remember
the principle that carries the Vilfredo Pareto name: 80% of the output will come
from 20% of the input. In other words, you will make 80% of your income from
20% of your clients, so focus on the good ones and fire the bad ones.
Stay true to your strengths and don't be afraid to pass on a project. In the
end, everyone, including your client, will be better off.
I Repeat...
Don't try
to take on every project that comes across your desk, even when you're starting
out. This will preclude a large percentage of your client problems. By picking
your two or three biggest strengths and building a solid reputation, you will
attract clients who are looking for a genius in your fields of choice and who,
consequently, will be willing to pay well for the service.
The
Harvard Business professor Michael Porter states you
can hold a competitive advantage in one, and only one, of two areas: price
or quality. Focus your efforts on your strengths, build a solid reputation
and you'll never be forced to compete on price again.
Communication
"The
most important thing in communication is to hear what isn't being said." - Peter F. Drucker
Approach All Communication with a Zen Mind
Zen
philosophy teaches you to approach every task with a beginner's mind. This is simple when you're
trying to teach yourself hyper-astro-meta-particle physics, but not as easy as
you think when it comes to something you do all day, every day. Try hard to put
yourself in the shoes of a beginner; you will be more apt to understand and
sympathize with your client's point of view. You will also find that by using
less jargon (by assuming the language of a beginner) your client will
understand and internalize your point much more quickly, which in turn helps to
create an evangelist for your work in your client's organization, which always
makes your life easier.
But
adopting a beginner’s mind isn't as simple as dropping your haughty
design-speak in favour of a fifth grade vocabulary. You need to approach each conversation
or communication as a beginner does, with no expectations and no preconceived
notions, you will be forced to ask more questions and in turn draw more information
from the client; and just like that, your job will have gotten easier.
Disclaimer: If all this Zen stuff is too new age for you, just remember the old
adage: When you assume, you make an ass out of u and me.
Listen For What Isn't There
What the
client says: Can
you make that text just a little bigger?
What the
client means: This
font might be a little hard to read. What do you think?
Everyone
fears the dreaded "Make this text bigger" line, and everyone (well,
almost everyone) has probably cringed and then painfully capitulated. When
faced with clients asking for design changes, especially from those clients who
don't have any design training (let alone a good eye for design), it's
important to check your design ego at the door and ask a few pointed
questions. What you really need to find out is what the client actually means.
Before doing anything to the design, pause for a moment and ask the client to
explain what it is about the design that doesn't accomplish the specific goals
you outlined in the pre-work discover y meeting. (You did set specific goals,
didn't you!?)
Here Are A Few Tips To Help You Get The Point:
- Ask blunt questions (but tactfully). Don't start or get hauled into arguments.
- Use feature/benefit terminology and plain language, not design-speak.
- Use yes/no questions that push the client to reveal what they really think (e.g. "Do you think this font is hard to read?").
- Take criticism well. (No one likes an overly sensitive artist.)
By your
focusing on the goals rather that the implementation, clients will understand
that you are trying to use your craft for their benefit, not just to take their
money. Oh, and a not about that ego you left at the door: now is not the time
to go into a diatribe about your profession or your skills as a designer. No
one cares; your client just wants a functional design that they can be proud of
when they show it to their boss.
Do What You Said You Were Going To Do
But don't
die by the contract. I've
heard of many situations where clients and designers get into arguments about
what was and wasn't in the original contract. If the client comes to you with
something that is obviously beyond the scope of the contract, you have a few
choices:
- You can do what the client wants and ask for nothing more in return.
- You can refuse to do it and stick to what the original contract said.
- You can try to renegotiate the contract to a new middle ground before continuing work on the project.
There
isn't any one right answer here; different situations call for different
actions. If you're not going to get badly burned by going the extra mile, it
will probably be worth it (so long as the client knows you're hooking them up).
That said, sometimes the new request is outrageous and would take many, many
hours to implement. In those situations, it is a good idea to be open, talk it
through with the client, make it known that you'd love to help but it would be
too much of a time commitment (you do have other clients, after all) for the
current numbers to work out.
If you
approach things with an open mind, with a positive attitude (instead of a
demanding one) and on an even playing field, the client will generally help you
out with a bit more cash. And if they are livid at the thought of paying you
more money for more work, well, they may have just singled themselves out as a
client who needs to be fired.
Admit It When You Screw Up
Then do
everything possible to make it right.
Mistakes
are okay; everyone makes them from time to time. Hopefully you're not a
habitual offender. But the general rule is: the sooner you recognize the
mistake and take the heat for it, the better off you'll be in the long run.
By
letting more time pass, the mistake only grows and becomes more difficult to
cover up, and the heat that was originally a small and controlled campfire is
now the roaring flames of hell licking at the bottoms of your feet. Get it out
of the way, clear the air and get on with it. Your client will appreciate your candour
and honesty, even if he or she isn't happy about the problem itself.
Parting Shot
Hopefully
you've started to catch on here. Most of the things that can be counted as
"common problems" are fairly easy to circumvent, especially if you
put in your time doing your due diligence on the front end and adopt a firm but
cooperative attitude in your client communications.
Remember,
clients aren't supposed to be a burden. They are a blessing (they are buying
the bread on your table after all). But the relationship should always be
mutually beneficial. You are getting paid to do what you, presumably, love to
do, and the client is getting something beautiful and functional. Hopefully,
you're both learning a little something along the way.
Further
Resources
- Designing for Clients Made Easy
- The Importance of Design in Business
- What you're missing if you don't challenge your clients
