Designers, stop doing these 4 things in your client process!
What makes a great client experience? A great client process.
More often than not, I see designers focusing on getting new clients and promoting their work rather than, first, focusing on the efficiency of their entire client process. Now don’t get me wrong, I understand the hustle of needing new clients to pay the bills. I also understand that in order to attract new clients, you need to always showcase your work! But let’s dig a bit deeper than that:
Are your clients consistently treating you with respect?
Are your clients completely satisfied at the end of your process, willing to leave a raving review?
Is your workload organized and easy to manage?
Do you have a complete handle on each step of your creative process?
Do you feel like the creative expert in your process, guiding your clients through it with ease?
If you’ve answered no to most of these questions, it’s time to prioritize improving your client process. Sometimes, it’s necessary to take a step back in order to make strides forward.
So where can you start?
By first understanding where you need to improve! I encourage you to stop doing these things in your process (because if you answered no to most of the questions above, chances are you’re doing these!):
“Winging it” every time you sign on a new client.
Not only does this stress you out for months to come (depending on how long the project takes) but that stress also rubs off on your client! The moment you doubt yourself is the moment that your client will take charge of the project. Remember, your client is hiring YOU to provide them with a seamless and intentional experience, so it is up to YOU to guide them.
Instead: have a structured and defined process that will reassure your client that you know what you’re doing— establishing yourself as the creative expert.
TIp: Write down each step of your process as you’re working through a couple of client projects. Visually see where the inconsistencies are and figure out ways to improve them.
Hiding behind your contract.
Who says a contract has to be intimidating? Use your contract to your advantage! Be as transparent as possible about your fees, your timeline, your form of communication.. Anything that you want to make sure your client understands before they book you! I find that the more clear you are about your boundaries and terms, the better relationship you have with your client because both of you are on the same page from the get-go.
Instead: List out the key terms you want your client to understand in an email as you send your contract.
Tip: Make sure these key points are called out and easy to read! I’ll say “while there is a lot of legal jargon in this contract, here are a few things I’d like you to take note on as we move forward with this process:”
Blaming your client when things get off track.
It’s time to take some accountability! You are the service provider in this situation, and if most of your clients are stressing you out, then there is a kink in your process that needs to be fixed. Very rarely should a client be a lost cause. After 5 years of being in business, I’ve only had 1 that was at the very beginning of my design business journey, and even as I reflect on it now, I can name at least 3 things I could’ve done differently that might’ve given a different outcome. It’s important to take the emotion out of these situations in order to understand where things went off the rails and how you are able to get back on track.
Instead: Reflect on each client that stressed you out. What are the common themes? Ask yourself what you could’ve done differently in order to prevent the situation from happening. Force yourself to think outside the box with this one!
Tip: When you’re in a nightmare client situation, be transparent and don’t be afraid to take back that charge. I will either suggest hopping on a phone call (with a clear agenda) to get us both on the same page again, or list out very clear and specific “Next Steps” in an email to help guide the client back on track.
Relying on your client to know exactly what to do.
Let me tell you, no matter how many “how to give constructive feedback” posts or Welcome Guides you send to your clients, 90% of the time, they don’t care/don’t read. Even if they do read, by the time they get to the point in your process where this information is relevant, most likely they’ll forget. Stop spending
your time creating these documents and start openly communicating everything each step of the way! This helps reassure your client that you are the creative expert, giving them guidance throughout the process. It also helps ensure that both of you are always on the same page, resulting in a stress-free partnership!
Instead: Include more guidance in your process; clear next steps on each deliverable and phase. Whether it be in an email or on a phone call, make sure your client always knows what’s next so that they can prepare accordingly.
Tip: Try implementing a project timeline that covers due dates on both your end and your clients end so both of you know what to expect and when to expect it!
Truth time! Did any of these points hit home for you? Believe me, you are not alone if they did. It seems that, as designers and small business owners, we’re always looking for ways to improve our process to provide the best experience for our clients!
