One of the best lessons I’ve learned from my designer journey is the importance of getting on the same page as your customers. Being able to truly understand them can make the difference between success and failure. While experience is the best teacher, I can share some practical tips to help you build better client relationships and become a more successful designer.
Do Your Homework
Whether you’re working on custom photography for an established business or designing a brand-new website, it pays off to do your homework on your client. If they have anything available online, take the time to thoroughly review it. Some popular things you may find include their website, videos of their leadership, and their social media profiles, but don’t be afraid to think outside the box when searching for information about their company.
When you can, ask for their brand kit and style guide, as well as any project-specific documents that might help you learn more about their vision and goals. These documents are especially helpful when your client doesn’t have much online already, but they always provide good guidance about what they want their messaging to be. Don’t skimp on reading these documents; take your time to review them thoroughly.
Empathize With Their Struggles
The only way you can solve your client’s problem is by empathizing with them and fully understanding what they feel about the project you’re helping with. Are they stressed about getting it done on time? What’s missing from their current solution? Are they afraid to trust another person with their business’s dreams? If you take the time to fully understand both what they need logistically and how they are feeling overall, you can better communicate with them and make sure each project is a win for both of you.
Understanding your client’s concerns can also help you go above and beyond! For example, by taking the time to learn more about the overall project, you might spot something more you can do to make it even better. Even if the client doesn’t go with your suggestions, they will appreciate knowing they can count on you to share any ideas you may have that will help them achieve their goals!
Respect Their Insights
While you are the expert at what you do, they are the expert in their business and the overall project you are a part of. Respect any insights they may choose to share with you, because they are probably accounting for information you don’t know yet. Take the time to listen first and consider what your client says before you think of how to respond. This gives you time to think everything through and can show your client that you are paying attention.
If you don’t understand why they want something to be a certain way, never be afraid to ask clarifying questions—just make sure they are polite and respectful to show that you are seeking understanding, not questioning their judgment. The right questions will help you to get a better idea of your client’s insights and how they apply to your work.
Pay Attention to Non-Verbal Cues
In addition to paying attention to what your clients are saying with their words, you should pay just as much attention to what they’re saying with nonverbal cues. Do they start to fidget or seem uncomfortable when they talk about a specific aspect of the project? When are they most energetic and excited about what you’re working on? These types of signals can help you get a more complete picture of what they want and how they feel.
In the same way, you should pay attention to your own non-verbal cues and make sure they always align with what you want to communicate. Things like making eye contact and putting away any distractions at the beginning of your meeting can be great ways to show clients that you are paying attention and ready to help them.
Confirmation & Reassurance
Alongside respectful questions about your client’s insights, be sure to ask for confirmation when you’re working on a project to make sure you’re moving things in the right direction! This could include sending rough drafts for approval, delivering work early, requesting feedback, or confirming essential details before you begin designing. This process helps prevent you from creating anything that isn’t usable and provides the client reassurance that you are fully engaged and prioritizing their project.
It can also give you reassurance that you are on the right track! Especially early in your career, it’s easy to fall into self-doubt and waste time worrying about whether you’re actually good at this or if you can actually deliver what the client wants. It’s good to be humble and mindful of what you can or can’t do, but these spirals of doubt can take up valuable time when you could be focusing on your work. By asking for feedback at multiple stages of the process, you can move forward with confidence.
Don’t Just Talk the Talk, Walk the Walk
Remember: it doesn’t matter how thoroughly you get on the same page with your clients if you aren’t able to execute their vision. There isn’t much that will make your client feel less understood than talking like you’re on the same page for the entire process, and then, at the end, they are left with something that is not what they wanted. Make sure you’re able to put your money where your mouth is by:
- Knowing Your Limits: It’s great to upskill as a graphic designer, but working on a project for a new client is usually not the time for it. Take the time to learn skills and practice them on your own projects, or if you really want to share them with a client, create bonus deliverables for client projects as you practice. That way, it won’t negatively impact your client’s current project.
- Planning Ahead: Don’t let deadlines sneak up on you. Try to get your work done in advance whenever possible, whether you plan to deliver it early or not. That way, if you have an emergency or a new opportunity comes up, your current work won’t be deprioritized or delayed.
- Solving Problems Independently: If you run into a problem with your project, whenever possible, solve that problem independently instead of getting the client involved. Sometimes, there really is no way around it, like if you need access to a certain document or need to know more details about the project. However, if you put a little bit of time and effort into it, you will likely be able to solve most problems on your own. This makes the experience of working with you better for your clients because they won’t have to feel like they’re micromanaging you.
In everything you do to serve your clients, make sure you are not overpromising. The popular advice to underpromise and overdeliver is a cliche for a reason: it works.
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