That period between receiving a client brief and bagging the account can be quite challenging. We’ve all come across clients who make us want to bang our heads against a wall and ditch the project halfway. But the key to pitching like a boss is knowing how to woo your boss. Here are a few tricks to help you get started.
#1 Understand the business
This might sound really obvious, but it is extremely crucial for us to understand the value of good business research. Most of us conduct a few competitive studies and that’s wonderful, but in the bargain, we ignore the power of industry research. A client brief can only tell you so much; if you really want to win that account, you have to go above and beyond.
How do I do this?
Instead of jumping into hunting for designs from Pinterest and Dribbble, use your Google search bar and type in the name of the client. And then consciously avoid the client’s in-house website because there’s nothing really novel on there. He’s probably already told you most of it anyway in the client brief. Look for articles relating to his business and the industry as a whole. Try to understand what his primary offering is and how users have responded to the brand.
If it’s a mass consumer product, then don’t restrict yourself from conducting your own primary research. Ask people what they like in the brand and more importantly, what they don’t. If the client is someone you have never heard of, just try to absorb as much information concerning his business as possible. And for parts that you don’t follow, ask.
Most of us refrain from asking too many business-related questions to the client because we feel it doesn’t concern our creative work. But the first step to creating good design is always empathy.
Why does this matter?
It sends the message that you’re invested in the client as a whole and not just the creative stuff.
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#2 Real-life examples work 10x better than beautiful mock-ups
Instead of spending time creating mock-ups of designs that haven’t been approved yet, why not invest in more factual data that is sure to garner a positive response from the audience.
Your clients may not understand design, but they surely understand facts.
Cite as many live examples as possible to help them grasp the full value of your design. Show them statistics and pull out case studies where a similar kind of design change helped grow a business. Establish a valid connection between aesthetic and business and almost magically, you will have their full attention.
How do I do this?
There are two ways to approach this: One is by conducting in-depth research of design innovation in similar industries and using as many audio-visual examples to get the message across. The second involves showcasing your own body of work to further emphasize how your ideas helped grow a brand. In both cases, there is plenty of scope for you to get super creative. As it is not explicitly part of the client brief, you can spice up the dullness of statistics with cool posters or a fun video. The key is to make the presentation of these facts as impressive as possible.
Why does this matter?
Whenever you cite an example backed by research, you are instantly taken more seriously. You will not be asked to explain your work repeatedly, which is its own kind of victory.
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#3 Create a pitch that’s out of this world
It goes without saying that first impressions stick. To ensure that your client sees the value in hiring you, the way you present must be one of the key considerations when you design. Spend a good amount of time focusing on the method of presentation, the tools you might use and the overall impact of your design.
Why does this matter?
Studies show that there is a positive correlation between attractively-presented content and the acceptance of an idea. So, why not use that to your advantage?
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#4 Take criticism well
Every client likes to talk. But more importantly, every client loves to be heard. Unless you have some crazy superpower that allows you to read minds, your design will definitely not get approved in the first showing.
How do I react to criticism?
By positively accepting it. Let’s face it, no one knows the business better than the client himself. So, when he offers feedback that pertains to the brand, don’t roll your eyes and shout “But that will throw off the entire balance of the design.” Listen to his suggestions, understand them and find ways to incorporate them without ruining the aesthetic of your design. Yes, it involves more of an investment from your end, but the challenge is what makes our profession so fun. If we wanted something predictable, we’d all be stuck in mundane 9 to 5 jobs.
Why does this matter?
Heard of the saying, “No design is perfect”? As much as we’d hate to accept it, it’s terribly true. Every design can be bettered and the way to do it is by consistently updating the design. So, when you’ve been given feedback, use it as an opportunity to further improve your design and you’ll be pleasantly surprised with the final result.
Your client will start to value your opinions when he realizes that you value his.
Of course, there are a million other things you can do to bag a client brief, but these were just a few to help you get started. Test them out and see what works best for you. There’s never a guaranteed road to success, but these hacks sure make it an easier ride.
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