Have you ever presented and tried to sell a web design which in your eyes was friggin perfect?
Only to have your client or your boss, or worse, co-workers shoot it down.
I bet you have. This happens to a lot of designers. Especially designers who haven’t been at it for a very long time. Or designers who’ve been shielded by managers.
In other words, designers who hardly ever present their own designs. Or designers who present in an unconvincing way. They all have problems selling web designs convincingly.
Here are three tips on how to sell web design more convincingly and at the same time really assert yourself as the expert in your field.
The bottom line is that you want to get a better recognition from your clients and your peers of your expertise.
We both know you are an expert. But you knowing is not enough. You need to change “their” perception of you.
Yes, it all comes down to perception. You need your client to perceive you as an expert. Demonstrating ability is a first step, but it’s not enough. The most powerful way of being perceived as an expert is speaking publically, but public speaking is not for everybody.
So here are three alternatives:
1. Create a connection between you and a published expert
Backing up your points with written statements from published experts is very effective. Start to build up a list of quotes, texts etc from experts on topics that you know will be up for discussions:
- Use research to help you assert yourself as a someone who’s knowledgeable. More than adding credibility to you as a professional it also provides solid evidence that supports your viewpoint.
- It’s likely that your clients don’t know who these experts are. A great workaround is to quote experts talking about a website in particular. This way it’s much easier for your client to relate to the advice.
- Another excellent way is to publish interviews of experts on your company blog. If you choose to do this, make sure you include some questions that you know will come up in future client meetings.
2. Prepare your presentations diligently
It’s strange that so few designers get training on how to present designs. Weak presentations are often the reason projects go south.
It’s simple. If your presentation is weak, you as a person will be perceived as weak. and as a result, undermines you as the expert.
Prepare for this by:
- Practicing your presentations. If you’ve practiced you will go into the meeting more confident.
- Prepare yourself for possible objections. Before the meeting, prepare a list of 10-20 objections that you think the client will have. This way you won’t be taken by surprise and start to improvise in the middle of the meeting. Insecurity communicates weakness.
3. Are you experienced? Show it
Experience, of course, trumps everything. If you can show a proven track record for solving design problems, you must leverage that.
You can do this in several ways:
- Show that you are methodological
Having processes in place is what separates the pros from the amateurs. It shows that you are a person who learns from your mistakes and incorporates lessons learned from into your workflows. Clients love this and it makes them feel that they’re getting the upgraded version of you or your agency.Give your clients a tour of your work processes and tell them what will happen during the project
- Show earlier work
Use completed projects to show your clients similar problem to theirs that you have taken on and solved in a successful way. Remember that a lot of the issues that will come up will be completely new to your client. Take advantage of these situations to educate your client.