Selling the service of design is no easy job. You the designer have to sell the client your skills and expertise which is based purely around you. There is no physical product that the client is buying into and design itself is not comprehensible to everyone.
It’s actually like selling water to a fish.
So how can you as a designer make this illusive sale much easier?
1. Lead Generating – Build Expertise, Trust & Confidence
The first crucial element to enticing a sale is to build trust and confidence with your potential customer base by showing your expertise.
It’s really quite simple! You wouldn’t buy something from someone you don’t trust so when your looking for new clients, don’t look for a sale, look for trust.
Do this by being personable but knowledgeable. Gain their trust and you’ll have a potential client or lead for the future.
2. Closing the sale – Sell them an idea, a problem, a product and a lifestyle
The service of design is not a tangible object making it hard to sell so the best thing to do is not sell it. Instead sell them the idea of design. How great it is and why the customer needs it.
After that make it easy for them to buy by turning your idea into a product. Whatever it is you’re giving them as a designer, package it up so it’s easy to understand and buy, making it a more physical product.
Lastly sell them a lifestyle. The legendary marketer Edward Bernays invented PR by delving into buyers minds and manipulating them through advertising propaganda. The revealed that people don’t necessarily want to buy anything but the lifestyle or meaning behind owning a product.
Robert Louey said…
The strategy in communications is not to sell the 1/4″-inch drill bit, but the 1/4″-inch hole.
— Robert Louey
That’s great when selling to DIY enthusiasts but when selling design to entrepreneurs don’t sell them your graphic design services, sell them the lifestyle of success that comes with it.
It’s human nature to follow others and become a part of a community, sometimes exclusively.
3. Appeal to their desires – Sell them your portfolio
Everyone loves design, art or pretty things of some sort. Not only do they love it, they desire it and as a designer you happen to have a book full of pretty images making your portfolio one of your most powerful marketing tools.
With good use of your portfolio you can achieve points 1 & 2 to entice and close a sale.
4. Aftersales – Give them more
Once you’ve managed to sell your graphic design services don’t stop there, give your new customer more and turn them into clients.
Do this by over delivering and offering ongoing solutions as apart of your package to achieve long term sales a designer.
Give it a try and start and see how you can make selling graphic design easier.
Good luck and subscribe for more designer tips