CREATEaPRO.com

Every day, artists and designers all over the world are getting lowballed by clients that do not understand the value you carry as a creative professional. Why? Well, sorry to say, but a lot of that is YOUR fault…

…Your fault for not dressing professionally and smelling good at that meeting. For not fully understanding your client, their company history and their business sector before you went to the meeting you had a week to prepare for. For showing nervousness and stumbling over your words when they catch you off guard with their questions. For slouching. For not shaving and for wearing those ratty Chuck Taylors you got the week after you graduated from high school 10 years ago. Most of all, it’s because you didn’t stand up for the integrity of your work and the value of your craft when they told you that they “were actually hoping to not have to spend more than $300 on their new logo and that they had a nephew that would do it for free.”

But is that really the only choice at that point? Take it or leave it? Was the hour-long meeting of mission objectives, EBITDA forecasts, company philosophy, and head nodding only leading up to this? Yeah… and it was your fault. Why? Because you were more ARTSY and CREATIVE than PROFESSIONAL. Because you didn’t establish a presence. You didn’t have total control. You didn’t ask the right questions or give the right answers. You looked and acted like a lazy, uncertain, vulnerable, unprofessional ARTIST that was completely out of his / her element in that conference room. And as soon as they pegged you as that, they walked all over you. And you let them.

But hope is not lost! Here are a few tips on how to appear more professional, be more prepared, and get more out of client negotiations:

1. Brand is king.
Create a clear, easily identifiable brand for yourself and perpetuate it in EVERYTHING that represents you in business. Your web portfolio should look like your business cards, should look like your letterhead, should look like your leave-behinds… all the way down to your quote sheets and invoices. And I’m not only talking about a logo. A brand is an identity system. It’s how you use visual elements in concert with one another. It defines how you handle your visual communications. Color, shape, fonts, spacing… all of these, when used consistently, begin to become associated with your unique identity and help you stand out from a sea of sameness. You brand is going to be a huge part of how your client defines you in their minds.

2. Communicate clearly and effectively.
Make sure all of your business materials fulfill their given function. For example if the resume you’re using to sell yourself as a creative pro includes the 2 years you spent flipping burgers 7 years ago, and reads like your MySpace page (OMG, I luuuuv’d my boss! O RLY? YA RLY! NO WAI!), then there’s not much on there that could convince me to save it from my trash can. Keep it lean, readable, fast. Your client doesn’t want to trudge through pages of typed prose on the hidden iconography hidden in the piece you just presented. Stay specific and on topic. Give them real answers and pay attention to details. For instance, put at least 2 methods they can contact you on every one of your materials.

3.Protect yourself.
When you start a job with a client, money exchanges hands for services, rights and distribution details need to be ironed out, and every last detail needs to be discussed, put into a document, and signed by both parties. This is called an Estimate and Confirmation Form. It outlines, what, how much, when and in what way everything happens for that freelance gig. The Graphic Artist’s Guild Handbook: Pricing & Ethical Guidelines has a whole section full of contracts you can use.

4. Work on how you see yourself.
Ditch that self-loathing, self-depreciating, apology-laden act. Nobody wants to hear how you don’t think so and so piece isn’t your best work, or how you could have done better if BLAH. You’re good at what you do and you damned better know it. If you don’t know it, then you have no place trying to sell it– go get a job waiting tables and quit wasting everyones time. If you’re still reading this, good. You deserve to still be here. It means that you’re aware of what you can do and are interested in seeing where it can take you. Hell, you probably spent most of your life trying to hone some of those skills. Yep, that’s longer than most Doctors are in Med School. You’re awesome. Quit your whining and learn to be confident.

5. Work on how people see you.
Now that you have your confidence, go out and get yourself some nice clothes. I’m not necessarily talking about suits and ties, (we’re creatives after all), but nice stylish shirts, pants, and some good shoes with matching socks could work wonders for your image. If you don’t know what you’re doing, take a look at some magazines or store displays, watch some “What Not to Wear,” or just ask the salesperson for some advice. Once you have that, get a nice haircut/style. Not a $7 cut, but a salon-quality deal. Trim and file your nails. Take a shower and brush your teeth and keep some gum on you. Shave. Wash your car. Throw out your wallet-chain and get a new laptop bag. Do everything you can to look like someone who’s successful, fashionable, and in-tune with their career. In short, don’t look like a bum.

6. Work on your physical portfolio.
Again, keep it lean. 14 pieces at the absolute most. Web portfolios can be more thorough, but your physical portfolio should only contain your best and most relevant work for the job you’re going after. And really, keep it relevant. Your client could care less about those artsy B&W photos of frogs you obsess over, so leave them the hell out. Read more about it here.

7. Research!!!!!.
Know who you’re working for. Look them up on the web. Search for press items, company histories, and awards they’ve won. Make occasional comments that reflect that understanding, you will come off as more substantial and valuable. Already part of the team.

8. Load up.
Bring this stuff with you to the meeting: 10 business cards. 10 copies of your resumé. 10 copies of your quote sheet. 10, one-page leave-behinds with a sample of your work. A pen. A pencil. A notepad or small sketchbook. A small planner or datebook. Make sure you give each person in the meeting a business card and a copy of your resumé. Keep notes on everything said. Be prepared to discuss your terms of service and your quote process.

9. Wash, iron, clean, buff.
Get all prettied up and smelling good just before your meeting. Also, be sure to use the restroom so you don’t have to interrupt the meeting to go potty.

10. Know your new allies.
Before the meeting, be sure to ask who you’ll be meeting with. Study and memorize everyone’s names, titles, and job capacities before you step foot into their building.

11. Get a good night’s sleep
You really need to be alert and at the top of your game. Get a full 8 hours the night before if you can. If you can’t, get an espresso.

12. Practice and RELAX.
Get in front of a mirror and practice your greeting and your conversational techniques. Sounds funny, but you really should be aware of your posture, expression, and your eye-contact when making your first impression. After you’ve chiseled the rough edges away in your personal presentation, sit back, play the meeting in your head a couple times to become more comfortable with the whole idea. There’s no reason to be nervous. The worst that can happen is nothing at all.

13. Have a battle plan and stick to your guns.
Try not to talk money at your first meeting. It’s better to assess what you’ve learned and make a rational and informed estimate afterwards to present at a mutually agreed on follow-up meeting. Work it all out, put it down on paper and commit to a price. If your client tries to talk you down, keep your ground and don’t waver. Be prepared to walk away if they make a reduced counter-offer. Why? Because when you cave, you set a prescient. From that point on, all of your work will be subject to down-bidding. If your estimate is rejected, ask your client what they’d be comfortable cutting from the timeline to better meet the needs of their budget. If they still won’t commit, then kindly turn them down and move on. Chances are they may come to you in the future when they can afford you.