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Ever had one of those nightmare clients that is always making
ridiculous requests and is never happy with anything you do? Here's
why...
By Nigel Gordijk
Clients. They have no idea what we creatives have to put up with.
Probably the only people who do are their co-workers; subordinates
who are too diplomatic or polite to set them straight.
But not me. Here's where I spill the beans, dish the dirt, but
not name names (I can't afford the legal fees). They've been changed
to protect my client list - all of whom are innocent, naturally.
Here are my top five client crimes, along with my methods for solving
them:
1: Can't we include this photo from this book?
...usually accompanied by "No-one will ever know".
It goes without saying - but I'll say it anyway - that to scan
a photograph or illustration from any publication without the permission
of the image's owner is a breach of copyright and therefore illegal.
The reason that clients ask for something like this usually comes
down to a restrictive budget. You could try finding comparable royalty-free
images from photo libraries such as Photodisc or Eyewire. The cost
of legitimately using these would certainly be cheaper than settling
a lawsuit.
As a final argument, ask the client how they'd feel if someone
asked you to copy their work.
2: I sent you an email ten minutes ago - why haven't you
responded?
Perhaps because I'm still downloading the 20Mb image attached to
it.
Hey, I know the client is only trying to help by sending you the
files you need as soon as possible but unless you have a broadband
connection or ISDN they won't be doing you any favours.
When you start a project, make it explicitly clear how you want
resources made available to you. Larger files over 2Mb should be
sent on recordable media such as Zip disks or CD-Roms rather than
crippling your email system by attaching it to a message.
Also, it's good email etiquette to use the message's Subject field
to mention that there is an attachment and how big it is.
3: But it's only a five minute job.
Because - as everyone knows - designing a Web page only takes marginally
longer than boiling an egg.
When you tell some clients that a particular task will take two
days, they take it as a cue to begin negotiating and ask for it
in one. I usually counter this by arguing that to do the job well
I need the time to meet the client's requirements.
If I explain to them what the job entails - whether it's research,
thinking up a concept, or retouching an image - they tend to concede
that I've given a fair estimate of the timeframe needed.
4: I know someone who can do it for a quarter of the cost.
So why are you talking to me?
Chances are that a potential client contacted you because they've
seen some of your previous work and they liked it. If their only
criterion for choosing a supplier is cost, then by all means they
should be using the lowest bidder. But if they want quality work
- well, that comes at a premium.
Never get into a bidding war to win a project. No matter how low
you go, there will always be someone who can come in cheaper. If
a client says they want you to do the job but they don't want to
pay the asking price, don't cut your costs - cut your services.
Tell the client that you understand that their budget is a deciding
factor, but your price estimate is based on the time it will take
you as well as the cost of your expertise and the peace of mind
that will provide. The only way to lower the estimate would be to
cut back on some of the services you offered. Perhaps when more
funds become available you can include the additional options later.
5: Make the logo bigger.
Ah, the classics! The best response to this is part of the exchange
I once overheard between a client and the art director of an advertising
agency. It went something like this:
Client: I'd like our logo to be bigger.
Art Director: Can you see the logo?
Client: Of course.
Art Director: Then it's big enough.
Please note that yes, this was a real conversation, but no, I wasn't
that art director. I'd never have the guts!
My advice is to never tell a client that they're wrong - it will
only make them dig their heels in and get defensive. I have more
success when I come up with an alternative solution and explain
to a client "I understand what you're trying to achieve, but
how about this solution to meet your needs?" This shows that
you aren't being an awkward prima donna by refusing to change your
design; rather, you're showing a sensitive understanding of the
client's problem.
(By the way, I recently had a client ask me to make the logo smaller.
I have the emailed request printed out and framed above my desk.)
Do you want to know the real problem with clients?
They don't understand what we do. More accurately, they don't understand
how we do it. How do creatives analyse an abstract business problem
and turn it into something tangible and visual?
Thankfully, I have a solution. Explain to them how you approach
a project. Clients who contact me after visiting my site have read
my brief methodology and therefore have a fair idea that commercial
creativity isn't alchemy - it's a methodical process that should
be followed step by step to ensure a successful and measurable result.
Of course each client and project is different, but the bare bones
of a methodology can form the sound basis for any project. |
