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Why are some designers more valuable than others? What makes them different?
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Win Over Clients
1.
Win Over Clients— Ask Powerful
Questions @theChrisDo YouTube.com/TheSkoolRocks TheFuturIsHere.com facebook.com/BizOfDesign
2.
©2016 Chris Do
@theChrisDo #BizOfDesign Anybody here love their clients? Maybe a more relevant question is anybody here have clients that love them? Let’s change that.
3.
©2016 Chris Do
@theChrisDo #BizOfDesign #WinClients
4.
©2016 Chris Do
@theChrisDo #BizOfDesign What are you worth?
5.
5 $ XX /hr. ©2016
Chris Do @theChrisDo #BizOfDesign
6.
©2016 Chris Do
@theChrisDo #BizOfDesign Are you getting: $50, $75, $100 and hour? Over $100? How about $500? Congrats. Now, would you be shocked if I told you, I have clients who are happy to pay me more than $1000 an hour? How is that possible? What am I doing differently that makes me more valuable?
7.
©2016 Chris Do
@theChrisDo #BizOfDesign 1x 10x 100x
8.
©2016 Chris Do
@theChrisDo #BizOfDesign Why can some designers charge 10 or even 100 times more than another designer?
9.
©2016 Chris Do
@theChrisDo #BizOfDesign What makes them more valuable?
10.
©2016 Chris Do
@theChrisDo #BizOfDesign Any ideas? Is it the quality of the work they do, the experience they have, number of awards, staff or size of their studio? What do you think it is? I’ll tell you why a little later, but here’s a hint: the answer is in the question.
11.
©2016 Chris Do
@theChrisDo #BizOfDesign What would you charge to create this symbol?
12.
©2016 Chris Do
@theChrisDo #BizOfDesign Why can design icons like Michael Bierut or Paul Rand charge six figures for a logo?
13.
©2016 Chris Do
@theChrisDo #BizOfDesign You could draw this. You know how to use illustrator right? So it’s not a matter of technical skill.
14.
©2016 Chris Do
@theChrisDo #BizOfDesign Amateurs vs. Experts.
15.
15©2016 Chris Do
@theChrisDo #BizOfDesign Doc, I have a pain in my eye.
16.
©2016 Chris Do
@theChrisDo #BizOfDesign Imagine this—You go to see a doctor. Upon entering the room, the doctor asks you, “What seems to be the problem?” You tell him, you are experiencing pain in your eye. He nods, asks a few more questions. Then, he writes a prescription. His prognosis? Get a new wardrobe—your style is all wrong. Your clothes don’t fit you and frankly, they look cheap. BTW, he says, “I happen to sell clothes.” What’s your feeling about this doctor? Offended? Annoyed? You’d be right in wanting a second opinion.
17.
17 Amateurs give advice. ©2016 Chris
Do @theChrisDo #BizOfDesign
18.
©2016 Chris Do
@theChrisDo #BizOfDesign Is this a practice you’ve been guilty of as a freelancer or business owner? As creatives on the service side, we tend to not have many opportunities to be clients. Therefore, we can overlook what it might feel like when someone talks to us this way. Getting “unsolicited advice” from someone can be downright aggravating. The problem is, we don’t like being told what to do, especially from an uninformed point of view. Amateurs give advice.
19.
©2016 Chris Do
@theChrisDo #BizOfDesign So what do experts do?
20.
20 Experts diagnose. ©2016 Chris Do
@theChrisDo #BizOfDesign
21.
©2016 Chris Do
@theChrisDo #BizOfDesign Experts ask questions. Lots of them. They run tests. They eliminate variables. They look at your history and behavior. Only after careful observation and diagnosis do they form a hypothesis. Then they take measured steps to test and validate. Asking smart questions is what makes them an expert.
22.
©2016 Chris Do
@theChrisDo #BizOfDesign Slow down. #premature
23.
©2016 Chris Do
@theChrisDo #BizOfDesign In design culture our tendency is to move fast. Get it done. Go go go. Slow down.
24.
©2016 Chris Do
@theChrisDo #BizOfDesign Thales 624 – 546 BC
25.
©2016 Chris Do
@theChrisDo #BizOfDesign Let’s go back a couple thousand years to Greek philosopher, mathematician, and astronomer, Thales. When asked, “What’s the most difficult thing in life?”, Thales responded, “To know yourself.”
26.
©2016 Chris Do
@theChrisDo #BizOfDesign Self Actualization Maslow’s Hierarchy of Needs Survival Security Belonging Importance + -
27.
©2016 Chris Do
@theChrisDo #BizOfDesign What the easiest? Give advice.
28.
©2016 Chris Do
@theChrisDo #BizOfDesign Do you know what makes some people more valuable?
29.
©2016 Chris Do
@theChrisDo #BizOfDesign The answer—
30.
©2016 Chris Do
@theChrisDo #BizOfDesign Your value is determined by the quality of the questions you ask.
31.
©2016 Chris Do
@theChrisDo #BizOfDesign So what are good questions to ask? Good question.
32.
©2016 Chris Do
@theChrisDo #BizOfDesign Low vs. High value questions
33.
©2016 Chris Do
@theChrisDo #BizOfDesign Quantitative, fact based questions are important for getting the job done, but tend to be lower value questions.
34.
©2016 Chris Do
@theChrisDo #BizOfDesign What does it look like? When is it due? Who is the target market? What is the budget? + -
35.
©2016 Chris Do
@theChrisDo #BizOfDesign Qualitative questions tend to be higher value.
36.
©2016 Chris Do
@theChrisDo #BizOfDesign How did you come up with this idea? How do you want people to feel? How will you judge if this is successful? + -
37.
©2016 Chris Do
@theChrisDo #BizOfDesign High value questions surface “purpose”. They tend to cause people to be more reflective. You are helping people, companies or organizations to know themselves.
38.
©2016 Chris Do
@theChrisDo #BizOfDesign Why is this important? Why do you believe this to be true? Why did you start this company? + -
39.
©2016 Chris Do
@theChrisDo #BizOfDesign How valuable is this? The world’s largest management consulting firms are paid tens of millions to tell companies “why they started”.
40.
40 Purpose Beliefs Design
41.
©2016 Chris Do
@theChrisDo #BizOfDesign Steve Jobs “Think Different” internal meeting. Sept. 23, 1997 Watch the video
42.
©2016 Chris Do
@theChrisDo #BizOfDesign Ask questions to surface deeper meaning.
43.
©2016 Chris Do
@theChrisDo #BizOfDesign What can you discover if you ask deeper questions? You can help align a company around a shared purpose which serves as a decisional filter to govern all decisions. Here’s an example.
44.
©2016 Chris Do
@theChrisDo #BizOfDesign
45.
45 From vendor to advisor
to fiduciary. ©2016 Chris Do @theChrisDo #BizOfDesign
46.
©2016 Chris Do
@theChrisDo #BizOfDesign What can you discover if you ask deeper questions? You can help align a company and its people around a shared purpose— which serves as a decisional filter to govern actions, new initiatives, investments, hiring practices, marketing efforts.
47.
47©2016 Chris Do
@theChrisDo #BizOfDesign Win Clients?
48.
©2016 Chris Do
@theChrisDo #BizOfDesign Stop selling. Start closing.
49.
©2016 Chris Do
@theChrisDo #BizOfDesign When you say it, you are selling. No one likes being sold to. In fact, we instinctively resist and distrust those that sell to us. When they say it, you are closing. If you help a client realize the problem and solution, you don’t have to convince or persuade.
50.
©2016 Chris Do
@theChrisDo #BizOfDesign You could spend the next couple of years meeting with clients, experiment with questions and make adjustments as you go. I’ve done exactly that, and have come to the realization that there are 3 “golden questions” you can ask in almost any meeting. Here they are—
51.
©2016 Chris Do
@theChrisDo #BizOfDesign 3 Golden Questions
52.
©2016 Chris Do
@theChrisDo #BizOfDesign 1. What are you trying to accomplish?
53.
©2016 Chris Do
@theChrisDo #BizOfDesign 2. What’s getting in the way of you achieving this goal?
54.
©2016 Chris Do
@theChrisDo #BizOfDesign 3. Why do you believe this to be the case?
55.
©2016 Chris Do
@theChrisDo #BizOfDesign The next part is the hardest part.
56.
57.
©2016 Chris Do
@theChrisDo #BizOfDesign Be 100% present.
58.
©2016 Chris Do
@theChrisDo #BizOfDesign Surrender your ego.
59.
©2016 Chris Do
@theChrisDo #BizOfDesign Act as if.
60.
©2016 Chris Do
@theChrisDo #BizOfDesign Stay in the diagnostic phase for as long as possible.
61.
©2016 Chris Do
@theChrisDo #BizOfDesign Talk to strangers.
62.
©2016 Chris Do
@theChrisDo #BizOfDesign Be an interesting person. Be interested in people.
63.
©2016 Chris Do
@theChrisDo #BizOfDesign What can you discover if you ask deeper questions? You can help align a company and its people around a shared purpose— which serves as a decisional filter to govern actions.
64.
©2016 Chris Do
@theChrisDo #BizOfDesign One final story
65.
©2016 Chris Do
@theChrisDo #BizOfDesign Meet Carrie
66.
©2016 Chris Do
@theChrisDo #BizOfDesign Carrie is someone I’ve been coaching. I had a simple exercise for her— find a client that you don’t want to work with. Maybe, it’s someone who can’t afford your services or has a project you’re not really interested in. Instead of trying to sell your client, try your best to help them. Serve them without benefitting yourself in the process.
67.
©2016 Chris Do
@theChrisDo #BizOfDesign The very next day, Carrie sent me a text exchange she had with her client. The results were pretty incredible. Carrie had helped her client win a piece of new business, something which her client hadn’t been able to do for months!
68.
©2016 Chris Do
@theChrisDo #BizOfDesign How was this possible? Carrie acted in a selfless way and was in service of her client. How did that make Carrie feel? Well, for the first time in a long time, she felt like an expert, in control, happy, and… valuable.
69.
©2016 Chris Do
@theChrisDo #BizOfDesign #WinClients
70.
©2016 Chris Do
@theChrisDo #BizOfDesign Appendix
71.
©2016 Chris Do
@theChrisDo #BizOfDesign Win Without Pitching Manifesto by Blair Enns buy on Amazon Brand Flip by Marty Neumeier buy on Amazon Zag by Marty Neumeier buy on Amazon Delivering Happiness by Tony Hsieh buy on Amazon Reference: Start With Why by Simon Sinek buy on Amazon Influence, The Psychology of Persuasion by Robert B. Cialdini, Ph.D. buy on Amazon Value Proposition Design by Alexander Osterwalder buy on Amazon Slide:ology by Nancy Duarte buy on Amazon
72.
©2016 Chris Do
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