I need some advice on how to convince clients why a project is worth X. How do you effectively communicate value and instil confidence?
Replies3
- Hi Jennie,Really good answers here!In my experience, and when talking about an specific project, companies driver are numbers: search for actual data and make a point on how your work will have a specific turnover for the company/project.By doing so you will keep the conversation factual and get the more voluble considerations out of the equation.@Vladimir Khablov has a very good point about the different cultural apporaches, I would also suggest set internally where you draw the line and are ready to not get the project. That will give you the strength to negotiate without a feeling of defeat.Hope this helps!
- @Richard Manville what a detailed answer! Thumbs up!I will add some.. In asian world most people don't perceive a deal without a bargain. It is a blood of a business. And they even will not respect you without having one. As for the hispanic countries - the value there is a personal contact, emotions.. Different people - different approaches. There is a theory about it - the R.Lewis model
- If you are there talking to a client (or potential client) then they likely have some idea of their need for your services. Now, are they cheap or ignorant?Cheap: They don't have a budget to cover it? In that case (if you feel they are being honest with you) you can make an effort to explain what you CAN do for them (if anything) with the budget they have. If you think there is some budgetary wiggle room, you can make an effort to explain in an estimate the steps involved (many non creatives need to see “value” packaged in terms of labor and costs incurred). Or provide some sort of projection of how the work will benefit their business (statistics or projections on good design turned into revenue etc) only if you REALLY want the job.Ignorant: Ain’t nothin’ you gonna say, gonna make that better. Walk away. If you are a glutton for punishment (or it’s your job), by all means, make an effort to explain design and its benefits. …and get paid first. Or just drop a brochure on “the value of design in business” as you walk away and hope it sinks in by the time they attempt to work with someone else.There is a third situation. They’re f**king with you. They are flush with cash but because they are high-profile (celeb/ big company), they’ll haggle you down to get a deal. They know your value, they just don’t think they need to pay for it. This is sadly perhaps the most common situation and explaining your value is n/a.I don’t know the specifics of your situation but I’ll add one more thought on convincing someone of your “value”.Asking the question, you know many business people are terrified of creative ventures because it requires “lateral” thinking as well as “vertical” thinking.“Non-creatives” justify their creative efforts through the medium of “Marketing”. They understand the concept of marketing because tests, research, projected numbers, statistics, etc. make them comfortable with design. If design is a result formed from the numbers than …it must be ok. They most often make the mistake of thinking that design can only come from marketing as if design isn’t already thinking this way. Creating something new is weirdly less valuable than someone just pointing out existing facts.If you want to gain respect and trust, speak their language. Make everything as factual as you can. Throw in just enough "creative speak" so they know you know something they don't BUT always have an honest and clear reason and explanation for every decision you make. This will keep your own motivations in check AND that will reassure them.
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