Jeffery Zeldman: Selling Design

Persuade others to let us do our jobs

It's the Relationship, Stupid

• "The only way to do great work is to have great clients." - Lou Dorfsman, CBS Creative Director (There aren't great clients. You make great clients.)
• Endless scope: one way to sell great work is to never stop working on the same job.
  
• Respect flows both ways.
• The client is not an idiot.
• Don't choose idiots for clients.
• First impressions are everything.

Avoid bad clients

• Learn to smell trouble:
  
• Bad assignments pack paperwork.
• Listen for bad date vibes.
• "Your emergency is not my problem."

Build Trust

• The non-webby client. Make a presentation about the web, tailored to them.
• Have a process. Be calm and methodical.
• Wireframes build relationships, not just user flows.
• The Alzheimer's method. Problems cloud their memory.
• (As in any relationship,) Learn to translate.

"Everybody UNDERSTANDS design." - Hillman Curtis

Sell ideas, not pixels

• Not "The yellow one" vs "The grey one"
• Amnesty International: Impact? News channel? Human
  
• Kansas City Chiefs: Like no other? Heritage? Big Boys
• York industries (manufacturer, high-tech): Personal Touch? Product focus? Hybrid
• AIGA: Consumer? Elite? Inspirational
  

Responding to criticism

• That color is ugly. "Remember, it's for fourteen-year-olds."
• That button is too big. "Because users couldn't find the button."
• Translation

When All Else Fails... 1. Push Back. 2.We'll look into it. 3. Shock them. AGREE.