selling your designs without (much) bravado
DESCRIPTION
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. We’ll break down the process for keeping clients engaged and explore tricks for getting past obstacles in the approval process.TRANSCRIPT
NAMEPLACEDATE
SELLING YOUR
DESIGN WITHOUT (MUCH) BRAVADO
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
MINDYWAGNER@graphicsgirl · mindywagner.net
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
NAMEPLACEDATE
SELLING YOUR
DESIGN WITHOUT (MUCH) BRAVADO
BRAVADO:a) blustering swaggering conduct
b) the quality or state of being foolhardy
BadassRockstarNinjaGuru
BadassRockstarNinjaGuru
GEORGE LOIS
You have to be able to tell clients when they don't know shit.
THE PATH TOSELF-ACCEPTANCE
YAY COMMITTEE!
A FLY ON THE WALL:UNFILTERED FEEDBACK
CREATIVE GENIUS, OR JERK?
SYRSLY? THAT WORKS?
AND THEN...
NOT BUZZWORTHY.BUT ALSO NOT CRAZY.
MIGHT ACTUALLY LISTEN AND WORK HARD
Play to your strengths.
B.C.[BEFORE COMPS]
DALE CARNEGIE
The only way to get the best of an argument is to avoid it.
Confidence = Expertise
BUT HOW, WITHOUT NATURAL SWAGGER?
Stalk them.
© 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
Explain your philosophy.
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
We design for response.
Figure out what lens they’re looking through.
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
Plant seeds.
upenn.edu
BEN FRANKLINPENN FOUNDER
By failing to prepare, you are preparing to fail.
© Viget Labs, LLC • This presentation is CONFIDENTIAL and should not be shared without permission.
SHARING DESIGN
DOGMA
Go With Your Gut
BEATDECK SKETCHES
BEATDECK SKETCHES
Write your script.
FEEDBACK LOOP
Teach them how (and when) to give feedback.
© 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
Dig for clarity.
Respond with authority.
Not defensively.
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
Empathize with their fears.
PRESCRIPTIVEFEEDBACK
© 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
© 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?
Hug it out.
IN SUMMARY...
If you can communicate design - and understand human psychology and irrationality - you won’t need bravado.
(At least, not much)
BadassRockstarNinjaGuru
Great Designer
THANKS!
Mindy Wagner - @graphicsgirl