Starting Your Career as a Graphic Designer by Michael Fleishman

Author:Michael Fleishman
Language: eng
Format: epub
Publisher: Allworth Press
Published: 2014-04-06T04:00:00+00:00

THE MESSAGE

Allow me to caution you on using proper etiquette when contacting art directors (or potential clients). I trust that you know this instinctively, but I’m going to err on the side of prudent business savvy and play this out with you here.

First, always identify yourself to whomever takes your call or receives your letter, email, phone, or text message. Especially if you can’t get through, leave a detailed, but concise, message stating who you are, what you do, and how you think you can help this individual. If you have made contact, go through the same identifying process, then clear this person’s time by asking, “Do you have a moment to talk?” or “When do you have the time to chat?” If the contact is unavailable, ask for a specific time when you can contact her again, and follow up promptly at that time. By doing this, you’ll be demonstrating courteous and timely communication skills.

So you landed an actual meeting? Great! You’ve done your research, right? You have found out all you can about this prospect before the scheduled appointment. You’re completely prepared. Face to face, blend a straight-laced business discussion into a friendly, informational conversation. No hard sell—try a softer approach, avoid the sales pitch. Simply chat to learn more about the prospect and the project. You’re just seeking an exchange at that point.

Obviously, show your portfolio. Use an initial get-together to present design solutions that suggest how you can solve the client’s communication problems. Observe closely and keep your ears open. And here’s the critical key to the kingdom: talk less, listen more. At this point, you’re just trying to determine if the potential for doing business exists. So genially probe for information with phrases such as, “I’m curious about . . . I’d like to know . . . Please elaborate on this . . .” Lightly schmooze a bit with just a touch of flattery: “Tell me more about your good work at Amalgamated Anagrams. What’s it like to be employed with such a dynamic company? What are some of the thorniest communications problems you’ve encountered?”

If there is a definite assignment up for grabs, you could say: “I’d like to hear more about your great product and what the firm has done in the past. Can you tell me about this exciting project? Why are you taking this new direction? What’ll be tough to explain? What are your goals?”

Once fact finding about the project is over, then talk money. You will eventually have to inquire about fees. Simple, direct inquiries work well: “What’s your budget on something like this?” or “How much do you want to spend here?” The client may volley the ball back to your court and inquire what you would charge for such an assignment. Your reply might be: “All clients are not the same. Every job is different. For projects similar to this I’ve charged $XXX; this is based on . . .” Then detail your pricing structure and related particulars.

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