Design Brew Recap: How to Sell Design to Non-Designers
Design Brew is back! Or it was back…last Thursday, for those of you in the know. You either missed it or wanted to relive the pizza-and-beer-filled inspiration explosion all over again. Once again, a mix of designers, creatives, clients, and design aficionados packed into Orbit to partake in drinking and discussing. For this month’s event, we paired Revolution Brewing Company’s Bottom Up Wit with “How to Sell Design to Non-Designers.”
Presented by Orbit’s Creative Director, Nick Haas, (@haastyle) the topic highlighted the struggles and commonalities we go through when presenting (and selling) a creative concept to someone who just isn’t into design as much as we are. While at the surface this may sound like another chance for designers to complain about someone “not knowing good design,” the key to this discussion was getting everyone on the same page – tapping into the mindset the other party may have. The conversation flowed nicely through these four selling points. So pay attention, and you, too, can sell like a pro.
Photo credit and props to George Berlin for his awesome visual notes during the event.
Selling Point #1 – Show. Don’t Tell.
By showing and not telling, you can take any subjectivity and transform it into objectivity. Freeing up these restraints will open up a client’s mind and educate them on what else exists on a certain stylistic level. Nick shared a perfect example of a client looking for a modern design. This is a purely subjective request; to the client it was Apple, to Nick it was something more in-line with a custom type foundry. By asking specific questions and gathering visual data (competitors’ sites, inspiration, etc.), both sides happily arrived at a shared view of a modern site design.
Selling Point #2 – Understanding Your Clients.
In certain cases, the non-designer might actually be a collection of people or a board of stakeholders – all with very different opinions and views. By closely studying the behavior of every person on the project, you can find out who dominates, who is a key decision maker, even who has the money. You can use this information to tailor your approach, both in pitch and in small talk, to win trust and build a solid rapport. You need direct access to these decision makers, or it just won’t work.
Understanding your client gives you opportunities to educate them. One example that I’m sure a lot of us have encountered: a client getting hung up on conversion colors. Which colors make the most money? Most designers will tell you that no exact color will make you more money, but yes, there is theory to point us in the right direction emotionally (but that’s a little different). This is a good example of stepping back and educating a client on why it’s more than just color when money and conversion come into play.
Selling Point #3 – Always Keep Things Moving (Positively).
Once the project is moving, keeping things moving with confidence is just as important as choosing the right design direction. Preparing and practicing, meeting in person, expanding conversation beyond work, and always ending meetings with a future goal will alleviate tension and second guessing from both sides. Another way to keep this going is to repeat goals and key points from the client’s point of view.
Kurt Cruse (@kurtcruse) says, “Talk directly, reinforce they said something by saying ‘You said…’ They will eat it up.”
Selling Point #4 – Drawing the Line.
You are on your way to break down walls and sell your vision at 110%, but there is one key factor to keep in mind: balance. Making sure you know where to draw the line. There is likely going to be more than one sticking point, so choosing your battles wisely will keep the stress down and positive outcomes high. Furthermore, know the goals of the project and set concrete goals for yourself.
Use these points wisely, make sure to say “Cheers,” sell hard, and we’ll see you at the next Design Brew!