BRANDING | CLIENT RELATIONSHIP

Photo by Alex Green

The most common answer I’ve heard when I ask someone about their relationship is

It’s complicated!

But I’ve learned that this applies to every kind of relation, not just the romantic ones!

What’s the best relationship advice you’ve heard?

- Sneak peak
- Don't micromanage your designer
  - Solution
- Don't delay the payments
  - Solution
- Don't miss the meetings
  - Solution
- Don't change the scope of the project
  - Solution

Being a design entrepreneur, I’ve had to deal with my fair share of tricky situations. So, I have compiled four different things you can do to have a good relationship with your designer.

A little sneak peek for my busy readers:

• Micromanagement never yields positive results.
• Delaying payments delays progress.
• The design process is an attention-seeker.
• Being clear about the requirements should be the first step.

So, that is the gist of this post. If you’re interested in the details of my personal experience and examples where these tips helped me, read further and I will chat with you in the comments.

1. Don’t micromanage your designer

Creative minds become introverts when it comes to work. In order to get their creative juices flowing, they need to be left alone.

I oftentimes have had to deal with clients who called me every day to ask for updates and told me to send over the half-completed files.

This behavior made it hard for me to focus on the client’s project and I think my fellow designers would agree with me that it acts as a hindrance to the creative process.

Solution

Wait, wait, wait.

Waiting for the designer’s call is the best route clients can take in this situation. If the designer doesn’t contact you even after the deadline has passed, then you have the full right to call him all you want.

After massive trial and error, I have come to realize that often clients are not aware of the creative process. I now explain my creative process to my clients beforehand.

We, as designers need to understand that we don’t know their process and they don’t know our process. We need to sympathize with the clients as they are businesspeople and doing a business is very different from creating designs.

2. Don’t delay the payments

Photo by Alexander Grey on Unsplash

Before I forget, have you read my previous article on common red flags to avoid when hiring designers? I think that would interest both my audience, designers as well as business owners.

So, back to the main point. This basically applies to every business but here’s the thing. In one project a few years back, my payment was delayed for 6 months.

Here’s what happened during that time:

• My mind became a mess
• I couldn’t focus on designs
• My motivation was in the ground
• I kept procrastinating about how I am going to be able to survive
• My creative juices were at such a halt that no amount of inspiration was able to give me a new direction.

This was not only my situation but my team as well.

We creatives need our minds to be at ease for them to work efficiently. If we are not able to give our 100% attention to the design, we won’t be able to produce anything. Right designers?

Solution

I also used to face this issue more often than I would have asked for. The next time this happened, I talked to the client. He had a genuine reason for the delay.

After hearing his side of the story, this is how the conversation went.

Me: Sir, I totally understand your problem. But look, I am in financial stress, and this is affecting your own project. My mind needs to be at ease to be able to come up with your branding.

Client: Of course, Usman. Anyone in your situation would face the same issue. But what can I do? You will have to wait.

Me: Ok, here’s the deal. I can wait for three more days. If your problem still remains, I will have to pause your project. We can resume whenever you’re ready. But when that time comes, I will have to revise the quote for the remaining steps.

Client: Why should I pay more than the agreed amount?

Me: Inflation sir. You know how after COVID, the world’s economy has become unpredictable. I would have to quote in accordance with that time’s economy, right?

Client: Well, that’s true. Ok I will let you know.

The project was halted. I was able to start a new project in the meantime and the client did return and was happy to complete the project with revised quotation.

This strategy not only helps the designers move on to other projects but also helps the clients get their project completed by the same designer instead of having to go through the process again.

I would suggest designers to put it as a clause in the contract to pause the project and resume at revised prices. And keep reminding the client about it during the project in case payment is delayed.

3. Don’t miss meetings

Sometimes, clients take the first point very seriously and disappear once the project is launched. Business owners need to understand that this is only going to hurt their project. We designers understand that you are busy, and your business is important.

But the branding is also a part of that business now, right?

It has happened to me six times in my career! Can you believe that?

Solution

I needed the client’s feedback on one of the designs and so I called him. Got no response, dead silence at the other end. The other deliverables depended on that design.

After trying for three days, I went to the client’s office. But guess what? He wasn’t there either. He was out of town, and I was told to wait for six days. Well, I understand that business owners are busy people and more often than not, they need to travel, a lot!

But it’s not like they keep their phones off, is it? Who keeps their phones off these days?

I called the client again and this time he picked. What did I say? Did I tell him off? No, not at all.

I sympathized with him and explained my problem with logic.

The conversation went like this.

Client: I am out of town right now. You can come to my office after a week.

Me: Sir, I understand you are a very busy person, and you have limited time. But this delay in meetings is proving to be an obstacle for your project.

Client: Well, I can’t meet you right now. I trust your judgment. You are free to do whatever you want.

Me: I really appreciate your trust, but your involvement is crucial here and it would be a waste of time, effort and money if we don’t discuss this design. Why don’t I mail you the questionnaire? You can have a look at it and then we can discuss the matter on a zoom call? I will only take 15 minutes of your time. If you could spare that much?

Client: *after a pause* Ok, send me the questions and I will come on zoom in an hour.

See? Easy, right!