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Win Over

Clients—
Ask Powerful Questions

@theChrisDo
YouTube.com/TheSkoolRocks
TheFuturIsHere.com

facebook.com/BizOfDesign
Anybody here love their clients?
Maybe a more relevant question is anybody
here have clients that love them?
Let’s change that.

©2016 Chris Do @theChrisDo #BizOfDesign


#WinClients

©2016 Chris Do @theChrisDo #BizOfDesign


What are you worth?

©2016 Chris Do @theChrisDo #BizOfDesign


$ XX /hr.

©2016 Chris Do @theChrisDo #BizOfDesign 5


Are you getting: $50, $75, $100 and hour?
Over $100? How about $500? Congrats.
Now, would you be shocked if I told you, I
have clients who are happy to pay me more
than $1000 an hour?
How is that possible? What am I doing
differently that makes me more valuable?

©2016 Chris Do @theChrisDo #BizOfDesign


1x 10x 100x

©2016 Chris Do @theChrisDo #BizOfDesign


Why can some designers charge 10 or even
100 times more than another designer?

©2016 Chris Do @theChrisDo #BizOfDesign


What makes them
more valuable?

©2016 Chris Do @theChrisDo #BizOfDesign


Any ideas? Is it the quality of the work they
do, the experience they have, number of
awards, staff or size of their studio?
What do you think it is?
I’ll tell you why a little later, but here’s a hint:
the answer is in the question.

©2016 Chris Do @theChrisDo #BizOfDesign


What would you charge to create
this symbol?

©2016 Chris Do @theChrisDo #BizOfDesign


Why can design icons like Michael Bierut or
Paul Rand charge six figures for a logo?

©2016 Chris Do @theChrisDo #BizOfDesign


You could draw this.
You know how to use
illustrator right?
So it’s not a matter of
technical skill.

©2016 Chris Do @theChrisDo #BizOfDesign


Amateurs vs.
Experts.

©2016 Chris Do @theChrisDo #BizOfDesign


Doc, I have a pain
in my eye.

©2016 Chris Do @theChrisDo #BizOfDesign 15


Imagine this—You go to see a doctor. Upon entering the room,
the doctor asks you, “What seems to be the problem?” You tell
him, you are experiencing pain in your eye. He nods, asks a few
more questions.
Then, he writes a prescription. His prognosis? Get a new
wardrobe—your style is all wrong. Your clothes don’t fit you and
frankly, they look cheap.
BTW, he says, “I happen to sell clothes.”
What’s your feeling about this doctor? Offended? Annoyed?
You’d be right in wanting a second opinion.

©2016 Chris Do @theChrisDo #BizOfDesign


Amateurs
give advice.

©2016 Chris Do @theChrisDo #BizOfDesign 17


Is this a practice you’ve been guilty of as a freelancer or

business owner?


As creatives on the service side, we tend to not have many
opportunities to be clients. Therefore, we can overlook what it might
feel like when someone talks to us this way.
Getting “unsolicited advice” from someone can be downright
aggravating. The problem is, we don’t like being told what to do,
especially from an uninformed point of view.
Amateurs give advice.

©2016 Chris Do @theChrisDo #BizOfDesign


So what do experts do?

©2016 Chris Do @theChrisDo #BizOfDesign


Experts
diagnose.

©2016 Chris Do @theChrisDo #BizOfDesign 20


Experts ask questions.
Lots of them.
They run tests. They eliminate variables. They look at your history
and behavior.
Only after careful observation and diagnosis do they form a
hypothesis. Then they take measured steps to test and validate.
Asking smart questions is what makes them an expert.

©2016 Chris Do @theChrisDo #BizOfDesign


Slow down.
#premature

©2016 Chris Do @theChrisDo #BizOfDesign


In design culture our tendency is to move
fast. Get it done. Go go go.
Slow down.

©2016 Chris Do @theChrisDo #BizOfDesign


Thales

624 – 546 BC

©2016 Chris Do @theChrisDo #BizOfDesign


Let’s go back a couple thousand years to
Greek philosopher, mathematician, and
astronomer, Thales.
When asked, “What’s the most difficult

thing in life?”, Thales responded, “To know
yourself.”

©2016 Chris Do @theChrisDo #BizOfDesign


+
Self Actualization

Importance

Belonging

Security

- Survival

Maslow’s Hierarchy of Needs


©2016 Chris Do @theChrisDo #BizOfDesign
What the easiest?
Give advice.

©2016 Chris Do @theChrisDo #BizOfDesign


Do you know what
makes some people
more valuable?
©2016 Chris Do @theChrisDo #BizOfDesign
The answer—

©2016 Chris Do @theChrisDo #BizOfDesign


Your value
is determined
by the quality
of the questions
you ask.
©2016 Chris Do @theChrisDo #BizOfDesign
So what are good questions to ask?
Good question.

©2016 Chris Do @theChrisDo #BizOfDesign


Low vs. High
value questions

©2016 Chris Do @theChrisDo #BizOfDesign


Quantitative, fact based questions are
important for getting the job done, but tend
to be lower value questions.

©2016 Chris Do @theChrisDo #BizOfDesign


+
What does it look like?
When is it due?
Who is the target market?

What is the budget?
-
©2016 Chris Do @theChrisDo #BizOfDesign
Qualitative questions tend to be higher value.

©2016 Chris Do @theChrisDo #BizOfDesign


+
How did you come up with
this idea?
How do you want people

to feel?
How will you judge if this is -
successful?
©2016 Chris Do @theChrisDo #BizOfDesign
High value questions surface “purpose”.
They tend to cause people to be more
reflective. You are helping people, companies
or organizations to know themselves.

©2016 Chris Do @theChrisDo #BizOfDesign


+
Why is this important?
Why do you believe this to
be true?
Why did you start this
company? -
©2016 Chris Do @theChrisDo #BizOfDesign
How valuable is this?
The world’s largest management consulting
firms are paid tens of millions to tell
companies “why they started”.

©2016 Chris Do @theChrisDo #BizOfDesign


Purpose Beliefs Design

40
Steve Jobs
“Think Different” internal meeting.

Sept. 23, 1997
Watch the video

©2016 Chris Do @theChrisDo #BizOfDesign


Ask questions to
surface deeper
meaning.
©2016 Chris Do @theChrisDo #BizOfDesign
What can you discover if you ask deeper
questions? You can help align a company
around a shared purpose which serves as a
decisional filter to govern all decisions.
Here’s an example.

©2016 Chris Do @theChrisDo #BizOfDesign


©2016 Chris Do @theChrisDo #BizOfDesign
From vendor to
advisor to fiduciary.

©2016 Chris Do @theChrisDo #BizOfDesign 45


What can you discover if you ask deeper
questions? You can help align a company
and its people around a shared purpose—
which serves as a decisional filter to govern
actions, new initiatives, investments, hiring
practices, marketing efforts.

©2016 Chris Do @theChrisDo #BizOfDesign


Win Clients?

©2016 Chris Do @theChrisDo #BizOfDesign 47


Stop selling.
Start closing.

©2016 Chris Do @theChrisDo #BizOfDesign


When you say it, you are selling. No one likes
being sold to. In fact, we instinctively resist
and distrust those that sell to us.
When they say it, you are closing. If you help
a client realize the problem and solution, you
don’t have to convince or persuade.

©2016 Chris Do @theChrisDo #BizOfDesign


You could spend the next couple of years
meeting with clients, experiment with
questions and make adjustments as you go.
I’ve done exactly that, and have come to the
realization that there are 3 “golden questions”
you can ask in almost any meeting.
Here they are—

©2016 Chris Do @theChrisDo #BizOfDesign


3 Golden
Questions

©2016 Chris Do @theChrisDo #BizOfDesign


1.
What are you trying
to accomplish?

©2016 Chris Do @theChrisDo #BizOfDesign


2.
What’s getting in the
way of you achieving
this goal?
©2016 Chris Do @theChrisDo #BizOfDesign
3.
Why do you believe this
to be the case?

©2016 Chris Do @theChrisDo #BizOfDesign


The next part is
the hardest part.

©2016 Chris Do @theChrisDo #BizOfDesign


Be 100%
present.

©2016 Chris Do @theChrisDo #BizOfDesign


Surrender

your ego.

©2016 Chris Do @theChrisDo #BizOfDesign


Act as if.

©2016 Chris Do @theChrisDo #BizOfDesign


Stay in the diagnostic
phase for as long as
possible.

©2016 Chris Do @theChrisDo #BizOfDesign


Talk to strangers.

©2016 Chris Do @theChrisDo #BizOfDesign


Be an

interesting person.
Be interested

in people.

©2016 Chris Do @theChrisDo #BizOfDesign


What can you discover if you ask deeper
questions? You can help align a company
and its people around a shared purpose—
which serves as a decisional filter to govern
actions.

©2016 Chris Do @theChrisDo #BizOfDesign


One final story

©2016 Chris Do @theChrisDo #BizOfDesign


Meet
Carrie

©2016 Chris Do @theChrisDo #BizOfDesign


Carrie is someone I’ve been coaching. I had
a simple exercise for her— find a client that
you don’t want to work with. Maybe, it’s
someone who can’t afford your services or
has a project you’re not really interested in.
Instead of trying to sell your client, try your
best to help them. Serve them without
benefitting yourself in the process.
©2016 Chris Do @theChrisDo #BizOfDesign
The very next day, Carrie sent me a text
exchange she had with her client.
The results were pretty incredible. Carrie had
helped her client win a piece of new
business, something which her client hadn’t
been able to do for months!

©2016 Chris Do @theChrisDo #BizOfDesign


How was this possible?
Carrie acted in a selfless way and was in
service of her client.
How did that make Carrie feel? Well, for the
first time in a long time, she felt like an expert,
in control, happy, and…
valuable.
©2016 Chris Do @theChrisDo #BizOfDesign
#WinClients

©2016 Chris Do @theChrisDo #BizOfDesign


Appendix

©2016 Chris Do @theChrisDo #BizOfDesign


Reference:

Win Without Pitching Manifesto Start With Why


by Blair Enns
 by Simon Sinek
buy on Amazon buy on Amazon

Brand Flip Influence, The Psychology of Persuasion


by Marty Neumeier by Robert B. Cialdini, Ph.D.
buy on Amazon buy on Amazon

Zag Value Proposition Design


by Marty Neumeier by Alexander Osterwalder
buy on Amazon buy on Amazon

Delivering Happiness Slide:ology


by Tony Hsieh by Nancy Duarte
buy on Amazon buy on Amazon

©2016 Chris Do @theChrisDo #BizOfDesign


@theChrisDo
YouTube.com/TheSkoolRocks
Facebook.com/BizOfDesign
#TheFuturIsHere #WinClients

©2016 Chris Do @theChrisDo #BizOfDesign