The Tribune

By Deidre Bastian

Whether you are a freelancer or part of a company, convincing and keeping clients is an art all by itself. But sometimes it is hard to make clients approve a design based on goals, not their personal opinion or taste.

I cannot stress enough that a big part of a designer’s job is all about providing the best solution for a target audience. That’s the simplest way I can ticket it. Besides, let us not forget, it is not about what a client feels is right but making them agree that the design satisfies their business requirements.

Educating Clients: It is necessary to educate clients on their role in the project. A client-designer relationship should always be a two-way association to share opinions, which will make them feel valued and much more likely to sign off. Listen to what the client really wants, and do not just offer the standard package without even contemplating the specific need.

Optimistic Approach: Be positive. By virtue of my gift and not profession, I am naturally optimistic and analytical, which gives me the benefit of being a keen listener. To prevent any negative consequences, my approach would usually be: “Yes, that’s a good idea, but then, let’s keeps in mind that this would…” or “But hey, here’s an alternative, why don’t we do this instead.” It is all about being optimistic and offering smart, alternatives options.

Try not to get too techy, and instead concentrate on the business’s objectives. Shift the client’s view on to their audience and move them away from personal opinion. Get them to say: “I don’t think our customer will like…” Also, when you send a client an e-mail, say: “How do you think your customer will react to this?” instead of “Let me know what you think!”

Articulate the Benefits: Instead of highlighting the style and other ornamental features, explain the business benefits. You can waste time trying to explain the technical aspects of the design, but the reality is, clients should only be concerned about how it will benefit their business.

Managing Feedback: We need to accept the fact that in the real world, when dealing with clients, politics will always be involved. Even if you work on a small design, it will be shown to a wife, husband, friend or even a 10 year-old nephew.

With bigger clients, it may be the committee. Nevertheless, politics is a big part of designers’ day-to-day work. This is unavoidable, so try to manage criticisms.

Convincing Presentation: It is a universal rule in business, recognising that ‘presentation is everything’. The way you present design ideas and concepts matters a lot in convincing your clientele.

For instance, you prepared a highly creative logo design for your client, but printed a low quality version of the logo. Chances are the client will not say ‘yes’ to your design because of its shabby appearance, so ensure the presentation is top notch.

Customers hire graphic designers because they need the services of an ‘expert’. Do not talk about problems, speak about solutions. Be mindful that working with clients will never be pure harmony, and know that some clients will complain and whine despite how good you are at your work.

But do not feel obligated to keep all clients, especially toxic ones, for when you frantically attempt to retain them you will be angry with yourself later, due to the non-profitable time wasted.

Finally, it is imperative to protect yourself with a detailed contract before submitting high quality designs. If not, there is always a chance of refusal and non-payment despite time invested. A signed contract (e-mailed or digitally agreed upon) and/or watermark offer protection).

As a rule of thumb, both designer and client should make every effort to be happy throughout the process even if the outcome is not fruitful. So until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.