Booklet

author

Michael Janda

Design

When Clients Don't Value Design

design

Design

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When Clients Don't Value Design

Step 01: Convince them that good design has value. First, you need to convince them that good design has value of their business. This can be done by showing industry data. Take a look at the McKinsey Design Index (MDI). Designers need to understand this information and be able to share it with potential clients. Start by reading the article “The Business Value of Design” on the McKinsey website. Google search, “Business Value of Design McKinsey Design Index” and you’ll find it. You need to help your client see design as an investment, not a cost.

Step 02: Convince them that YOU are the best choice. Now that they understand that design can positively impact their bottom line, you need to convince them that YOU are the best choice to do the creative work for them. This can be done by showing examples of your work and discussing the ROI that your clients have had. (If you don’t have data, or haven’t done much design work yet, start collecting metrics on your work now, you will need them in the future.)

Step 03: Convince them that your process will achieve their goals. After the client is sold on items one and two, you will spend time talking about their goals and walking them through the process required to achieve those goals (INCLUDING THE STRATEGY SERVICES). After they are sold on the process, you are ready to discuss the financial investment (budget) necessary to satisfy the goals.

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