How to Talk to Non-Tech-Savvy Clients
Published on Sunday, July 6, 2008 – 10:00 pm | 16 brilliant comments »
I wrote this article originally for Freelance Switch (my first paid article ever) so go check out their post to read what other tips Freelance Switch readers have offered or you could just read on, the articles are the same - except mine has pretty pictures.
Learning how to carry out a compelling conversation with your non-tech-savvy client is a crucial skill that all freelancers must possess, especially if you want to keep a steady cash flow.
This article will go through some strategies on how to talk jargon with your clients so you can maintain their attention and give an accurate picture of what they really need to understand.
Fish for an estimate of their expertise
So you know how much explanation is needed for certain terms, you must first try to determine the clients starting knowledge. This can be done indirectly by using “fishing techniques”.
For example, you could bring up in an early conversation a generic question related to your industry. For example, if you worked in the web design industry you could ask your client in passing “Hey, what is your preferred web browser?” or “What operating system do you use?”.
What you are trying to find out is if they know the basic terms of the industry, if they have a knowledge of the industry, if they have any experience with it, their tech savvy-ness and how they relate with the topic at hand.
Some more questions could be:
- If you worked in the graphic design industry… “Do you use Adobe Photoshop or any other image editing software?
- If you worked in the programming industry…”Do you subscribe to any RSS feeds?”, “How familiar are you with the programming process?”
- If you worked in the writing industry…”What are some websites / authors you read regularly?”
- If you worked in the illustration industry…”Have you ever worked with an Illustrator before?”
Don’t Underestimate Their Knowledge
Let’s imagine that you are a blogger and you’ve just asked another blogger if they knew what RSS feeds were? They would most probably laugh in your face or worse, get offended and that is what you must avoid. You can do this by not underestimating their knowledge. Don’t patronise them.
As quoted in Freelance Switch’s 12 breeds of clients and how to work with them make sure you balance the playing field by asking for their input in the areas they know about – their business. This will keep them happy and stop them feeling the need to weigh in on your area of expertise – which can waste everybody’s time.
If you’re unsure of their grasp on a particular subject, don’t assume they don’t know anything, ask fishing questions and judge by their reactions whether or not you’ve explained enough. This is even easier if you are in a face to face interview.
Keep It Simple & Slow
Once you know their level of knowledge you’ll start to gather an understanding of how deeply you must explain the job at hand. Explain in plain English, use examples, keep it simple, keep it slow and don’t overwhelm your client with technical jargon or over-the-top explanations. There is no reason to explain how you are going to do something, you should be telling them why and what it will do for the client.
Just think about it when you visit a doctor and he speaks with unfamiliar medical terms, don’t you hate that? But when he slows down, provides a good explanation in plain English and shows you diagrams from a book, he accomplishes his task of communicating with you more effectively. This is what we need to do as freelancers, slow down, provide examples and talk in familiar terms.
Talk In Terms Of Results
As mentioned above, explain to them why and what you are doing for the client not how you are doing it. Talk in terms of results - this will keep them listening and they will be more appreciative of the job you are doing for them.
For an example, trying to describe the importance of standards-compliant XHTML, you could say: “Standards-compliant XHTML ensures that the website’s mark-up is valid and supported by most modern web browsers which in the end means less maintenance and fewer customer support enquiries due to browser-rendering issues“. It is still technical but it gives them the results of your efforts.
You could also go for a more simple approach and say “I will optimise the code so that you will get the best Google rankings possible and make your site viewable for as long as possible into the future, by the widest possible array of users.”
Pause or Ask for Questions
If you leave pauses in between your explanations this will encourage your client to clarify or ask a question. Behave as if that you’re always willing to answer any question, no matter how simple or stupid it may sound. If they ever seem confused or remain silent, ask them “Should I explain further?” or if you’re writing via email, tell them that you’re “happy to answer any question that you may have”. Never make your client sound stupid. Period.
Put Things In Writing & Share Resources
Non-Tech-Savvy people like things in writing as they can read and re-read it at their own pace and get familiar with the terminology and even research the topic themselves. This is a great time to share with your client any resources that may be relevant. For example, you could provide a link to the Wikipedia explanation of unfamiliar terms or even provide an eBook on the topic at hand.
Use Familiar References
A great way to relate information to clients is by using scenarios and situations that are pertinent to their background. Be creative, make analogies funny, and most of all, use analogies to relay complex concepts. To illustrate with a satirical example: if you were talking to a photography enthusiast, you could say “using tables instead of div’s for a page layout is as bad as a decision as using Photoshop filters on your photos.”
Be Honest
Being honest with your client is a no brainer so try to be honest, sincere and upfront with everything that you do. If they ask you a tricky question, don’t pretend you know everything. Your client will appreciate it if you tell them the truth and that you will “get back to them later with a full solution.”
Conclusion
You may want to impress your client with the vast amount of knowledge that you have, however, if they do not understand it, then all of your effort is lost. Try to think of the doctor analogy I mentioned earlier… when explaining a concept, slow down, provide examples and talk in familiar terms.
Have you got any other tips on how you effectively communicate with not-so-tech clients? You can also check out Freelance Switch’s post for more tips from Freelance Switch readers.
16 comments thus far »
Client Testimonials
Published on Sunday, April 27, 2008 – 8:10 pm | 2 brilliant comments »I take pride in the designs I produce for my clients. By providing expert knowledge, great designs and professional ongoing support I give you the satisfaction that you deserve. Don’t just take my word for it though… here is a sample of testimonials from some of my recent clients. You can read even more recommendations on my LinkedIn business networking profile.
I struck lucky with Jacob Cass: his logo design process is intelligent and intuitive. The finished product is a splendid logo with many layers of meanings - all condensed into one image. If you are looking for a logo design, entrust yourself to Jacob. The end result will be not only a striking and beautiful logo, but one that carries all the subliminal messages you want to convey. It doesn’t get any better than this!
Mary Jaksch
A-List Blogging Bootcamps
We hired Jacob to design our new business logo and were beyond pleased with his professionalism and creativity. He took our ideas and needs and transformed them into a logo that reflected all of our desires. We were particularly impressed with the thoroughness in the questions he asked us concerning our wants and needs. Jacob exceeded all of our expectations! We have no hesitation in recommending him to anyone looking for branding that will truly reflect who they are.
Maria Butterfield
Butterfield Photography
My experience dealing with Just Creative Design was an absolute pleasure. Jacob is professional, results orientated and keeps you informed. Absolutely impeccable service - they delivered when they said they would; within budget and with a fantastic result. It was by far the best return on advertising we have had this year and, has exceeded all of our expectations as we have seen a dramatic increase in traffic to our website and services. Testament to Just Creative Design we are continually congratulated on our professional looking brand and we will continue to recommend this innovative service to others.
Lenore K.
Lenore K
I hired Jacob to design a new logo for One Fine Day Photography. It was my first time working with a professional designer, and I couldn’t have been happier. From beginning to end, it was clear that he wanted to deliver a logo that would achieve my aims for it while providing a tangible connection with my current branding, encapsulating the core values of my business and designing a piece of art that we could both be proud of.
None of those things can be rushed, and although I was impressed with Jacob’s turnaround, I had no doubt that he was extremely thorough in researching my business and market, experimenting with a variety of designs, and preparing his concepts for my feedback. I wasn’t easy to please when it came to finding a design I loved, but Jacob was exceptionally accommodating with all of my requests (including the silly ones) and within a few days we had arrived at a design I could accept without hesitation.
Jacob might only be in his early twenties, but his giftedness as a designer and his command of doing business in the 21st century are clearly evident in the international following he has gained within the design community. This speaks volumes of the quality of his work and the passion he has for it. I cannot recommend him highly enough.
Luke Arms
One Fine Day Photography
I employed the services of Jacob Cass of ‘Just Creative Design’ to design a business logo for my new translating and interpreting agency early this year. I have found him most professional in the delivery of his services, being prompt and reliable, as well as helpful in suggesting a variety of possible designs to produce the image desired.
Valérie Pritchard
Translating Services Coordinator
Jacob did outstanding work with the logo for our RSS Day initiative. Not only was it beautiful, but it was also meaningful for the project.
Daniel Scocco
Founder of Daily Blog Tips & RSS Awareness Day
The email signature that Just Creative Design recently designed for me is already proving itself to be a great investment to my business. Not only does it liven up the emails to my clients, it also adds that touch of class and professionalism.
I have also noticed a remarkable increase of traffic to my website as a direct result from using their email branding services. Jacob Cass has a wonderful ability to listen patiently to what you’re wanting and then use his creative abilities to produce a top class result.
His professionalism, dedication and eye for detail will no doubt impress anyone who is fortunate enough to come across him. Thanks for your enthusiasm and a job well done!
Phil C.
Australia’s #1 Comedy Magician
Working with Jacob Cass has been an extremely positive experience. While working in-house for us creating our promotional flyers and posters he exceeded all our expectations on every level. We have already received very positive comments on the new look of our promotional material and we could not be happier.
Daniel McDonagh
Fanny’s Nightclub
The result of all the hard work and preparation has resulted in our best web site ever. The graphics are very pleasing and it fulfills the needs of present and future students, parents and staff. The number of hits to the website has tripled since the re design and great feedback about the new website has been flooding in.
Jacob has done an excellent job in revitalising our website, improving it in every way.
John Blackmore
IT Coordinator at Turramurra High School
Jacob created a new logo for my company D-Zyne Solutions in September 2008. I first came across Jacob on another graphic design blog that profiled him early in 2008 - from there I read his blog, Just Creative Design, and was impressed with his depth of knowledge about graphic design and I liked the idea that he had young, fresh ideas. He completed our design within the time promised and since has provided a few revisions to enable us to make the most of the logo in the layout of our website. I would definitely recommend Jacob to any prospective client looking for graphic design work.”
Helena Denley
D-zyne Solutions
Jacob did an outstanding job researching and designing a logo that would fit our company. He combined our thoughts and suggestions along with his own expertise to create a logo that truly fits our business. The design was completed on time and we couldn’t be more happy with his work. Thank You!
Eugene
UKE Chocolate Gift Baskets
I showed the logo to my wife who is a regular visitor to your blog and she loves it too. This logo reflects everything I hoped it would when I first contacted you. You have certainly delivered. Thank you so much. Worth every penny.
Eric Fitucci
Fitucci Custom Windows & Doors
Recommendations from LinkedIn
Jacob’s work on Just Creative Design has been inspirational for me, as well as countless other designers. He has become a thought-leader for the design community, which is impressive in and of itself — but when you consider he gained his first freelance job at 16 and has built JCD to such a success since only launching in Nov. 2007… while in college — it’s a tribute to both his talent and entrepreneurial abilities. Look for Jacob to continue to do great things in the design field for many years to come.
Neil Brown
Owner / Art Director, Brown Advertising + Design
Jacob is a talented graphic designer with an expanding portfolio of great work. He is also one of the most articulate writers on the subject of graphic design to emerge in the last couple of years. Jacob’s graphic design blog (Just Creative Design) is a rich resource of information, ideas and inspiration. His writing is accessible and entertaining, but most importantly it shows a real insight into the process required to produce great work. I track about 150 blogs, of which over 75 relate to design and marketing. Just Creative Design is in the top 5 “go to” blogs that I read first.
Mat Atkinson
Founder of ProofHQ
Jacob is more than a contact. He’s a guru, well thought of in the design industry. Hundreds (maybe more) of us aspiring designers flock to his website and his blogs to get the latest on design ideas and concepts. When we’re stuck with “designers block” we come to Jacob’s website and his blogs, and come away with quite a bit of answers as well as inspiration. Whether Jacob can do the job isn’t doing him justice-he’ll write the book on how to do it!
Mike Dragonetti
Freelance Web Designer
Jacob runs one of the best design related blogs in the industry. I look forward as much to the informative posts he publish as I do his friendly engagement in the comments thread that follows. I’ve enjoyed reading & learning on the blog, and highly recommend Jacob for your next design project.
Jayson Akers
Senior Optimization Strategist, iCrossing
Jacob has one of the most incredible design blogs. It is one of the most informing reads I’ve found on the internet for designers and I look forward to each new topic!
Kristine Sheehan
Owner, The Merry Bird…pen, ink and design
I know Jacob through his work at justcreativedesign.com. I come from an engineering and programming background, so I’ve had a great deal of learning to do when it came to understanding good design. Jacob’s blog has been an instrumental part of my learning process. Jacob is a rare individual that is not only great at what he does, but can communicate and teach it as well. Therefore, I recommend Jacob for any of your graphic design needs. He would be a great addition to any team.
Stephen Moseley
Web Designer and Developer, Hannisdal Express | Moseley Web Solutions
I know Jacob from his Just Creative Design Blog where he writes about creative graphic design, having discovered his site in early 2008. Jacob’s writing is clear, concise and well structured offering tips and advice in many areas of graphical design - his type classification ebook is well worth a download. There is a fascinating mix of content on Jacob’s site including awe inspiring creative photographs, design inspiration and recommendations of essential designer related sites.
Jason Slater
IT Manager, Single Source Limited
Please do get in contact.
20 Worst Habits of Clients
Published on Saturday, December 8, 2007 – 8:00 am | 5 brilliant comments »
Below is a common list of issues designers have to deal with while working with clients on projects and how to avoid or solve those issues in a professional manner. This awesome article, was written by Gino over at YouTheDesigner - a great graphic design blog.
1. Wanting Great Designs for Cheap Prices
Because everyone seems to have Photoshop and know a designer nowadays, many clients tend to have a bad idea of what design is worth. While it can be ok to have low prices when you are starting out, when you are confident enough and your work is good enough you should come up with prices that make it worth your time.
Many clients also try to outsource their projects to India and other places where designers work for rock bottom prices, but you need to stick behind your work and hold out for those clients who know what you are worth. Let them know why you are the best choice!
2. Asking you to Design on Spec
This is when clients want to see a finished design before they pay. You should avoid doing this as much as possible, but in times of desperation it could be he only option. Be confident though and let clients choose you based on your portfolio and not on spec. Be especially careful of designing on spec for people on classifieds and forums because it’s a common scam in places like those where they really are not clients, but designers themselves looking to steal your work and use it for their own projects.
3. Slow Payments
Some clients are notorious for paying slowly or not at all. The way I combat this is to ALWAYS require a down payment before I begin work. For smaller project I usually ask for all the money upfront and I never send the final files until I receive the last payments.
4. Not Planning out the Project Upfront
I find it extremely important to plan out a project as much as possible before starting work. Even if they have a tight deadline make it clear the project must be fully planned out before you begin. After all meetings and discussions are done write up an estimate listing all of the details of the project and your prices and terms.
5. Not Giving you all the Copy and Images Needed up Front
This is probably one of the most common bad habits of clients. I try to stress several times that I require all copy and images before I begin and this usually gets them to give it to me on time. Although don’t be surprised if you end up having to design using dummy text and make annoying adjustments later to fit the actual copy.
6. Not Having High Resolution Images for Print Projects
This is usually due to the fact that clients do no understand the fine points of resolution or that they just do not have any high resolution images available. Try recommend using high resolution stock photography or illustrations instead, but if they really must use those images try to keep them as small as possible. If this happens make sure you write in your contract that the images provided were of low resolution and may not reproduce well when printed.
7. Forcing you to use Poorly Designed Logos and Other Elements
Many times clients will ask you to include pre-existing logos or other design elements within the project you are working on. You will have to judge when and when not to argue this if you feel it hurts the overall design. Learning how to negotiate and inform clients on what you believe is best can be considered an art form and takes practice!
8. Can you Make that Type Bigger?
This has always been on ongoing battle between designers and clients and has become a sort of inside joke for designers. Even Paula Scher commented on the issue by naming on of her books Make It Bigger.
9. Asking for Way too Many Revisions
This one can be pretty easily avoided by establishing a set amount of revision rounds and initial concepts before starting a project. Make sure you get this in writing or at least save your emails where they agree to your specifications. This is most commonly done in the logo and identity design area of graphic design.
10. Asking for Additional Work on top of the Original Agreement
This one can be good or bad. It’s bad when they spring additional work on you and don’t want to pay more, but it’s good if your agreement outlines the pricing for additional work.
11. Never Available to Questions or to Look at Samples
Often clients can be extremely busy and working on multiple projects at once. As designers it’s important for us to be able to contact our clients to show them samples, revisions and ask important questions. This one is really up to you guys. You can either try and deal with it and get the project done or you can let the client know about the issue and try and resolve it or drop them.
12. Pinning Printing Costs on You
Many designers handle printing for clients, but I try to stay away from this. I’ve seen way too many clients try and stick designers with outrageous printing bills because of an error in the final design. I basically say I can recommend printers to you and do an initial check of the files to make sure they are print ready, but it’s up to you and your printer to do a final prepress check and make sure the files are correct, because I will not be held responsible for any printing costs whatsoever.
13. Not willing to pay for Additional Costs
This usually turns out bad if you try to spring additional costs on clients at the end of the project. Once again this problem can easily be avoided if you specify upfront what the additional costs are or might be. This can include stock photography, stock illustrations, printing costs and rush fees.
14. Canceling Projects
Whether you or a client decided to end a project you should be covered in some way. Using a contract again is a simple way to protect yourself. Simply state that if a project is canceled, you will invoice for work completed up until that point. Some designers give no refunds at all and some are happy to refund clients if they are the ones who drop the client because of issues.
15. Returning Many Months Later for Login Information
I recently had a client from over two years ago contact me in desperation because he lost certain login information. Lucky for him I keep good records and I was easily able to look up his info. I’m not sure what would have happened if I didn’t have it, but having it in my records made it an easy problem to solve.
16. Asking for Files Years Later
Similar to log in information clients often misplace files you send them. I always keep files on my computer, even from projects years ago and I make sure to back up my files on multiple external hard drives.
17. Legal Action
No one likes this one, but it does happen so be prepared. Always save emails and paperwork in case you need to present them as evidence. Also make sure you find a lawyer that can help you if something comes up. Ask family and friends if they know any good lawyers who would be willing to represent you if a problem occurs.
18. Over Controlling
Some clients are very over controlling and don’t allow for much creative freedom. When dealing with an over controlling client it’s important to let them know you are the designer without sounding to harsh or rude. Just give them your honest opinion on issues and suggest things when you can without being to pushy.
19. Lack of Research & Planning
Sometimes clients want a website or some other project done, but they have absolutely no idea what’s going on. By this I mean they have done no research or planning before hand, but still want a complicated website that’s easy to update.
This makes things extremely difficult for designers because we have to explain every last detail several times for clients. While helping clients is our job there are some clients who really need to go back to the start and do more research on what they are getting themselves into.
20. I Know Everything
Similar to over controlling clients, some clients think they know everything there is to know about design and what your job entails. They tend to tell you exactly what to do with your designs and can be very pushy. Sometimes you have to just deal with this, but as mentioned before don’t be afraid to give your input. I mean they did hire you because you are a professional designer right?
Know Anymore Bad Habits?
If you know any bad habits we forgot to mention or you have a good client story please let us know in the comments!
5 comments thus far »
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