Client Onboarding: Part 3 – The Client Meeting – RD162

Are you ready for your next client meeting? In part 2 of the Client Onboarding process, I told you all about the intro packet and how it's the foundation for setting expectations going forward with your client relationship. If the intro packet is the foundation, then the client meeting is the framing, or structure if you will. Think of the client meeting like a job interview, which in a way it is. You are interviewing the client, and the client is interviewing you. This meeting is less about the design project and more about discovering if this client is someone with whom you want to have a working relationship. Both parties need to feel comfortable working with each other before anything else can proceed. Don't mistake this first client meeting for a discovery meeting. Don't get me wrong, you'll get a lot of answers to your discovery questions during this first client meeting, but that's not the purpose of this meeting. The real discovery process comes after you've received the signed contracts and deposits. The client meeting is the part with the nitty gritty, the part when the client explains what it is they are looking for and why they reached out to you as a possible candidate for the project. It's not a deep dive into their design project. It's a fact-finding mission. The client meeting is your chance to gather information so you can prepare a proposal for the project. Remember, at this stage of the game, you and the client are not working together yet. If you gave the client an intro packet as I talked about in the last episode, then you have the benefit of going into the client meeting with established ground rules and a potential client that knows how you work and wants to proceed to the next step. That's always a good place to start. Meeting with a potential client for the very first time can be both exhilarating and terrifying. Exhilarating because it's a fresh slate. They are presenting you, and possibly entrusting you with a brand new design project. At this stage the possibilities are endless. If this first meeting goes well, it can be the start of a long and lucrative relationship. It's exciting. However, it can also feel a bit Terrifying. The client is potentially entrusting you with the responsibility of finding a design solution that works for whatever problem they're trying to solve. That can be a lot of weight on someone's shoulders. If you don't impress them during this first meeting, there's a good possibility that your relationship will be over before it has a chance to start. What can you do during this all-important client meeting part of the client onboarding process to sway things in your favour and convince the client that you're the one for their job? That's what this episode will teach you. Every client meeting is different. Of the entire client onboarding process, the client meeting is the one with the most variables. Every client is different, and no two design projects are the same. It only makes sense that every client meeting will be different as well. Here is a simple guideline that will hopefully give you the best chance of success. Because until the contract is signed, the client can always walk away. So let's do our best to prevent that outcome. How to meet with a client. There are many ways two individuals can communicate. But when it comes to an initial meeting with a potential client, there are only three methods that matter. In order of importance they are: Meeting the client in person. Meeting the client over video. Talking to the client over the phone. No matter how busy you are, or how busy the client is, your first meeting should never take place via text (email or any messaging service). Most meetings with your client even beyond this first one should be face-to-face in person or over video or on the phone. The written word can be interpreted in different ways. It's easy to take something out of context and inadvertently change the meaning of what the writer intended. Plus, personality seldom comes through in the written word. And personality plays a huge role in that ever important relationship building. Try to have at least your first client meeting face-to-face or over the phone. Preparing for a client meeting. Remember how I said the client meeting is like an interview? You wouldn't go into an interview without doing some research on the company you were interviewing with, would you? The same goes for a client meeting. You want to know things about the client before meeting them. Google the client and their company. Read through their website if they have one. Quickly look up their competition. A little bit of time spent researching the client can go a long way in impressing them. The client will appreciate that. Just like an interview, you do not want to be late for a client meeting. Make sure to double check where the meeting is taking place, the route to get there and how long it takes, and who exactly you are meeting. Preparing yourself physically for a client meeting. Have you ever heard the term "Dress for Success"? Unfortunately, when running a design business, your abilities and skills as a designer are not always enough to land you a client. In some cases, physical appearance can play a factor in whether or not a client hires you. It's sad to say, but it's true. If you show up to a client meeting with a bank manager or a controlling partner of a law firm dressed in ripped jeans and a graphic T-shirt they probably won't take you seriously. Before your meeting, try and get a feel for who the client is and dress appropriately. In a lot of cases a "business casual" look is all that's required, but sometimes, to win the client you may have to clean up a bit more. Always err on the side of caution, it's better to be awkwardly overdressed than it is to create a wrong first impression by being underdressed. And unless you're Chris Do or Aaron Draplin, leave the ball cap at home. Sure we creative types love the freedom to express ourselves. But save it for your other outings, not for client meetings. Preparing yourself mentally for a client meeting. Preparing yourself mentally before a client meeting is crucial to your success. You need to think positively about the outcome of the meeting. Henry Ford is famous for his quote. "Whether you think you can, or you think you can't – you're right," If you go into a client meeting thinking "I don't have a chance of getting this project" then there's a good chance you'll fail. Remind yourself that you are there for a reason. The client asked you to meet with them because they think you have what it takes to take on their project. You are capable. You know what you are doing. You have the skills needed to get the client's job done. Skills that the client and everybody they work with don't have. So own it. Make your first impression count. When you first meet the client, you want to create the best first impression you can. Don't slouch and try not to look nervous (no matter how nervous you are). Walk into the meeting with an air of confidence. Stand tall, look the client in the eye and smile. Take the initiative and offer to shake their hand before they offer theirs. And please make sure you have a firm handshake. If you are not sure, find a practice partner. Nothing deflates an air of confidence like a limp handshake. Finally, just for etiquette allow the client to sit before taking a seat yourself. What do you talk about during your first client meeting? Before diving into the reason for the meeting, it's always a good idea to engage in a bit of small talk to get comfortable with each other. Remember, this is the first stage of building a relationship with the client. Keep the conversation about positive things. DO NOT complain about the weather or traffic or anything else that may make you sound easily annoyed. It could turn the client off. Be confident, but not overbearing. Try to act the same way you would on a first date. Would you give a second chance to someone who sounded desperate? Of course not. You want the client to think that you don't need the work, that you are busy, that you're in demand, and it will make them want to work with you even more. I've said it many times before on the podcast, but it merits repeating it. Clients prefer to work with a good designer they like, then an amazing designer they don't like. Use this opportunity to show the client you are likeable. Once the small talk is out of the way, it's time to get down to business. You can start by asking the client what they thought of your intro packet and if they have any questions about it — following that you should ask about their project and their business. If the chance comes up, ask about their family, or anything else that presents itself. Use this opportunity to get to know the client. The idea here is to make the client comfortable in dealing with you. Make sure to tell them a bit about yourself as well if they ask, it's a two-way streak after all. Let the client talk as much as they want....