Selling Your Designs Without (Much) Bravado

Coming up with a flawless design is only half the battle. You also have to get your best ideas past the clients even those who have trouble understanding traditional design deliverables. Not everyone is ready to walk into a room Don Draper style and say 'This. Or nothing'. But it’s our job to sell the best solution to even the toughest crowd, and you can still do plenty of convincing without the ego overload. A little bit of psychology and a persistent stream of client collaboration go a long way. Let's break down the process for keeping clients engaged and explore tricks for getting past obstacles in the approval process.

Given at BlendConf in Charlotte, NC

Transcript

1. SELLING YOUR DESIGN WITHOUT (MUCH) BRAVADO
2. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. MINDY WAGNER @graphicsgirl · mindywagner.net
3. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
4. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
5. SELLING YOUR DESIGN WITHOUT (MUCH) BRAVADO
6. BRAVADO: a) blustering swaggering conduct b) the quality or state of being foolhardy
7. BadassRockstarNinjaGuru
8. BadassRockstarNinjaGuru
9. GEORGE LOIS You have to be able to tell clients when they don't know shit.
10. THE PATH TO SELF-ACCEPTANCE
12. YAY COMMITTEE!
13. A FLY ON THE WALL: UNFILTERED FEEDBACK
14. CREATIVE GENIUS, OR JERK?
15. SYRSLY? THAT WORKS?
16. AND THEN...
17. NOT BUZZWORTHY. BUT ALSO NOT CRAZY.
18. MIGHT ACTUALLY LISTEN AND WORK HARD
19. Play to your strengths.
20. B.C. [BEFORE COMPS]
21. DALE CARNEGIE The only way to get the best of an argument is to avoid it.
22. Confidence = Expertise
23. BUT HOW, WITHOUT NATURAL SWAGGER?
24. Stalk them.
25. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. • Sales docs, RFPs, anything they sent over • Current site (if it exists) • Past and current marketing campaigns • Peers & competitors • People who will be at the kickoff STALK THEM
26. Explain your philosophy.
27. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. We design for response.
28. Figure out what lens they’re looking through.
29. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
30. Plant seeds.
31. upenn.edu
32. BEN FRANKLIN PENN FOUNDER By failing to prepare, you are preparing to fail.
35. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
40. SHARING DESIGN
41. DOGMA
49. Go With Your Gut
52. BEATDECK SKETCHES
54. BEATDECK SKETCHES
55. Write your script.
57. FEEDBACK LOOP
58. Teach them how (and when) to give feedback.
59. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. • Soap Opera setup - review & recap. • Clarify what’s up for evaluation. • Tell them exactly what type of feedback you’re looking for. FEEDBACK
60. Dig for clarity.
61. Respond with authority.
62. Not defensively.
64. FONT SIZE COMPARISON Primary Nav Utility Nav Dropdown Body Copy Footer Site Name 12px n/a 12px 12px 12px Site Name 14px 12px 13px 13px 11px Site Name 12px 10px 11px 13px 11px Site Name 14px 10px 12px 13px 11px Site Name 12px 11px 11px 11px 11px Site Name 12px 11px 11px 13px 12px Site Name 14px 12px 14px 16px 12px Site Name 13px 11px 11px 12px 11px Site Name 11px 12px 11px 12px 11px Site Name 13px 14px 13px 12px 11px Your New Site 15px 12px 12px 13px 13px
66. Empathize with their fears.
73. PRESCRIPTIVE FEEDBACK
74. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. • “It sounds like the problem you’re trying to solve is...” • “Let us get back to you with solutions.” PRESCRIPTIVE FEEDBACK
75. © Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission. • Give two options you can live with. • Heads off power struggles with EVERYONE, from toddlers to clients. • Seriously. Try this one at home. THIS, OR THAT?
76. Hug it out.
77. IN SUMMARY...
78. If you can communicate design - and understand human psychology and irrationality - you won’t need bravado.
79. (At least, not much)
80. BadassRockstarNinjaGuru
81. Great Designer
82. THANKS! Mindy Wagner - @graphicsgirl