Samples First, Please

I recently read part of a Tweet coming through my TweetDeck that had to do with pay rates and "seeing a sample". Curious, I followed the link back to the author, Matt Harrelson, asking this: "How do you negotiate graphic design rates when potential employers want you to do a sample first?"

I'm not intending to slam Craig's List, but my observation of the majority of people posting or answering on Craig's List are looking for the lowest price possible, period. Knowing you're walking into that arena, it shouldn't come as a surprise that the end user wants to see samples first. This is a large no-no for a couple of reasons.

First, because people are only willing to pay the lowest possible price for that service or product, their perception of the value of that product is tied to the value of the dollars in their pocket. This decreases the value you, as a designer, bring to the table. I completely understand not wanting to turn away work, and I myself landed my first paying client from a Craig's List post. Having said that, state your prices up front but remove "you" from the discussion: "This service will cost $xx", rather than "I charge $xx for this service". Don't personalize cost.

Second, if someone isn't happy with the style of work you've posted on your portfolio, don't offer to do a sample of what it is they're looking for. It is possible they're looking for a different style and you may be able to accommodate. Under no circumstances should a designer, be it seasoned or new, do a sample for the client to look at. In Mr. Harrelson's case, he was asked to do a photo retouch sample to see if the client liked it before paying for it. agreeing doing this, you're giving away free work, and that also devalues the industry and your skill set.

I compare this tactic to some of the contest sites that are highly visible. They want everyone and anyone to send in a sample or two of the project in the contest, but only one winner is awarded, and all the work is kept by the contest originator. This scenario is no different; if someone asks you to "do a sample", they're really telling you they want it done for free. Politely decline and move on.

Happy designing!

Cheers,
Lisa

Specialist Are Special!

I had a conversation with a friend of mine yesterday that bothered me a bit. She is a virtual assistant, administrative support. She has been working with a barter client on some mail merging, and this client has asked if she can export text from Adobe InDesign to Microsoft Word.

This astounded both of us! Normally a virtual assistant doesn't work in software such as Adobe InDesign; rather, this is a software a graphic designer would work in. My friend did go the extra mile and download a trial version of the software but it did not have the export functionality she needed from a full version of the program. My friend was not about to purchase a full version for only one client and once a month, 5-minutes' worth of use. I was able to give her a couple of options to suggest to her client, and their relationship has progressed nicely.

A specialist works with certain tools within their trade. If you aren't sure what those tools are, ask. Please don't assume you know what tools the specialist works with. It's always better to check than to make a very silly -- and costly -- assumption.

Happy designing!

Cheers,
Lisa

Shopper or Serious?

Every business gets shopped, period. It's human nature to want to look around for the best deal possible. The last thing any person wants to hear is, "so-and so got this great deal on this product over at this place!" It seems to resonate more when it's a friend telling them.

For most home-based business owners new in their business, it's hard to tell a customer vs. a shopper when someone is asking you questions because they're "only shopping". A business owner hates to surrender a lot of information just to see the customer go down the street to the competition. On the other hand, without enough information, the customer is likely to walk down the street anyway.

So, how do you turn a shopper into a serious customer?

Ask questions. Remember, the customer is asking this information for a reason. They have the need, but do they have the need for what you have? THe client wants to know what's in it for them -- the WIIFM factor. Once you know what benefit your product/service can give them you're one step closer to making the sale.

Be sincere. Customers can always, ALWAYS tell when someone is really trying to learn more about them and what they need vs. just being their "best buddy" to close a sale. I'm sure there's some magic timeframe a salesperson isn't supposed to go over, but really, when you're trying to make a new customer, this time frame may not matter at all. Just be yourself, and be honest.

Price match if possible. This won't work in every situation, or else you won't have any profit margin, but you can use this discreetly. If a customer tells you they can get "x" product cheaper online or at the competitors, ask them some questions: is shipping included in the price; if it's being treated as a closeout; is it limited in quantity or color; or offer expiring very soon.

Discount repeat business. By offering a discount on repeating business, you let the customer know you may not offer such for a first-time customer, but if they like your products or service, becoming a repeat customer with someone they know for a discount may sound more attractive.

Ask for their business. If all else fails, a more direct route is to just ask the customer, "What do I have to do to get your business?" It may come across as a little desperate, but they may just tell you what they need to know to gain the business.

Cheers,
Lisa

Clover Road: Benefits of Professional Graphic Design For Small Business

I just read a very good article on this website, http://www.cloverroad.ca/benefits-of-professional-graphic-design-for-small-business/#comment-17. The article discusses the importance of marketing your business without over-spending. It's a very good read, and even though most of us may find it a bit repetitive, I think it's good business sense worth repeating.