We’ve all been there.
We’ve all dealt with the pushy sales person who tried to convince you that you really needed something. They come in all forms; mechanics, landlords, car salesmen, and even doctors. Do these people really care about you, or are they simply trying to milk you for every dollar you’re worth?
Some of us have been fortunate enough to deal with honest professionals too. Mechanics who tell you that you won’t need new brakes for another six months. Landlords who don’t try to convince you that you need an extra bedroom to house your comic book collection. Car salesmen who explain that your dog will be just as happy riding in the back of a reasonably priced, efficient compact car. The doctor who doesn’t give you expensive tests for conditions of which you have no signs or symptoms.
The honest truth is that when you are comfortable working with a professional you really trust, it benefits both parties.
I’m fortunate enough to have a great mechanic. If he tells me I am putting myself in danger every time I get in my truck, I’m going to believe him. He will make more money off of me over the next several years by being honest and providing solid, necessary work than he would by overcharging me one time only to have me never return.
The same can be said about professionals in the marketing and design business. Be sure you’re working with someone who really has your best interest at heart. Sure, you can spend thousands of dollars on a marketing campaign that will win awards, but does it really benefit your company if your sales were not significantly increased?
Here are some things you can do to make sure you’re working with someone who honestly cares about you.
• Ask them what they’ve done for their customers
This is a tricky one. Several professionals will give you fantastic sounding answers about how quickly they’ve turned projects around, how beautifully the piece turned out, or how many awards it won. These answers, while they might sound great, don’t answer the question you’ve asked. What results did the customers see?
• Ask them for something free
I’m not talking about asking a designer to spend several hours creating something for you. That won’t happen. What you can ask for is some knowledge. Anyone who is passionate about the career they’ve chosen will be more that happy to discuss it with you. Show them some work you’ve already had done and ask them their honest opinion.
• Talk about yourself and your business
Tell the designer what you do. Gauge their interest. Ask them what they know about the industry you work in, and maybe even what they know about your company. Chances are you’ve been communicating for a few days before the meeting. Just like any job interview, both parties should take the time to do some very simple research on each other. How can a designer be expected to represent a company they know absolutely nothing about?
• Be straightforward, tell the designer what your goals are
Make it clear that you have a goal in mind. Be sure that the designer’s goal matches up with that of your company’s. A designer’s job is to help you put your best face forward.
Share your thoughts in the comments.
As always, shoot me an email with any questions or suggestions.
-Anna
