I really enjoyed David Sherwin’s article, 12 Essential Negotiating Strategies For Consultants. So much so, I bought his book, Success by Design. Well played Mr. Sherwin, well played.
Let’s make an important distinction. Mr. Sherwin is an agency dude. In this case, the agency is Frog. He has the power of brand recognition, and a lot of smart people around him. His book demonstrates when it comes to negotiating, it isn't his first rodeo. So, his expert advice is just as relevant for independents. But as independents, we lose most of the agency benefits. You know the rest...being independent can be isolating. The P/E ratio (puke to excitement) from cash flow spikes + troublesome clients can be, well, nauseating.
So here’s my attempt to clarify Sherwin’s message to specifically benefit independent designers, and to outline the basic tools to establish confidence in yourself and leverage with your client:
Know Yourself, Know Your Client
Know yourself: Develop a voice, a belief in your work. Brand yourself. Know your advantages and express your vision. Then hold it sacred. As with any relationship, you must communicate your values and the non-starters. The power of “no” is beautiful, and a great way to draw your line in the sand with a client. Want to learn more on this? Start here, with Simon Sinek.
Know your client: Take the time to develop a comprehensive, one or two page client brief. Besides the typical project goals, include the more probing questions which reveal “tells” about how the client values design. Which agencies or designers have been used in the past? How was the experience? How are decision made internally? What is the success criterion for this project? Research is key.
There are entire books, no entire careers, devoted to this dynamic. At Design Cloud, our independent Cloudsters utilize D:CL resources and the expertise of the team to properly vet clients, make better decisions, and bolster confidence. But, even with the power of many, we struggle at times to draw our own line in the sand. If you don't have a trusted design team on hand, then find your community. Get social about it, there are scores of freelance folks experiencing the same problems as you. Share, learn, then act.
Is Your Design Work A Commodity or Cornerstone?
Leverage does not mean "expose weakness and exert control." I like to think of it as highlighting strengths. As a designer, your real leverage (your value) is your expertise. Understand the value of your work, not in terms of a market billing rate, but the value to your client. Do they see your work as a commodity, or a cornerstone? Can you deliver where others can't? Then charge accordingly. Leverage can also come from elements outside of your control (ie-time). Know all the moving parts.
Take Price Out of the Leverage Equation
If you’re dealing with a medium to larger sized client, expect to get squeezed based on the assumption you’re eager for cash flow. Most established firms hire folks specifically to get the best deal at the cheapest rate. It’s what corporations must do to survive. Their customers are demanding the same. It’s a vicious cycle. Capitalism. It is a bitch. Cash flow is a cliché fear that organizations will always play against you, the independent. Get used to it, fight back with designer leverage. How to fight back? As an independent, NEVER use price as sole leverage. It’s a dead end game.
At Design Cloud, we're not the firm to hire to get something done cheap. It's just not our philosophy to negotiate, or win deals, based on price alone. Design is too important, too nuanced, for the work to hinge solely on price. And let's face it, there's always going to be someone out there cheaper than you. Always. So take price out of the leverage equation.
Hang Laundry, Not Your Team
Actually, no one hangs laundry to dry anymore. Not even hipsters. Regardless, if you’re a freelancer with a team of subcontractors to help you get a larger project done, don't hang your team out to dry. Collaboration is not just for design work. It starts at inception when you and the client strategize a project plan. Trust is earned over time and lost in an instant. Trust is our number one core value at Design Cloud. With trust, our strength is having so many unique viewpoints in the room, bringing the best ideas forward. And, we admit to occasionally air-drying our jeans. Do hipsters still wear jeans?
Just Start Practicing Violin
Developing confidence, understanding leverage and the associated results take time. Be patient, and remember you’re independent for a reason. You’re doing something that many are too scared to even contemplate. We all know the grade school music “wing.” God, an awful racket always streams down the hallways. Especially violins. Cats dying. Want to know why kids suck at playing the violin? They don’t just play the violin, they practice first. Practice breeds confidence, which helps further exploration and develops their skills. The associated noise/music ratio is a perfect indicator of expertise. These kids are doing something we lost long ago: the ability to be fearless and to explore. They are trying to get better. And in three months at the graduation ceremony, they will. So, remember your fearless choice to be independent and just start practicing. Get better. With dedication, you can reap the rewards of this amazing choice. Bravo, kiddos.
Got a few war stories to add to the discussion? Have specific questions on how to handle a client situation? Loathe hipsters? I want to hear from you! Contact Me.
Nick Stocking is founder and principal of Design Cloud, LLC, a collaborative of independent designers and artists. Prior to starting Design Cloud, Nick spent 10 years on the client side of the table.
