How to Avoid Giving Away Your Work

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If price is his only consideration, a buyer can get products like websites, articles, brochures and multimedia presentations at a fraction of what creative professionals would charge. Cut-rate designers are [BLOCKED] over the globe to out-bid the next person. Unless you’re the cheapest ticket in town (or your hemisphere), you’re not competing against these people. They’ve carved out their niche. Let them have it. Here are three ways to avoid giving away your work. For more, read Avoid Giving Away Your Work.

1. Budget, Decision Makers & Timeline

This is the triumvirate of the buying process. It’s a big deal. But it’s not a big part of many designers’ selling processes. Budget First and foremost you need to know what their budget is. If that question makes you uncomfortable, frame it like this: “For me to get a proposal that’s in line with your expectations, I need to know what your budget is. I want to make sure we’re on the same page” (or whatever metaphor you’d like.) If they can’t afford you, you’ll know up front. You won’t waste your time and you won’t give away work.

Decision making Next you need to know if the person or people you’re talking with are decision makers. If they aren’t, you absolutely should not even consider doing spec work. In fact, you shouldn’t spend much time on a proposal until you’re sure it has executive level buy in. Many of us have been burned by this one more than once. Timeline Find out when they’re moving forward with this initiative. If they have no sense of urgency, you shouldn’t either. For more questions to help with your selling process, read 10 Questions that Will Build Your Design Business, part one and 10 Questions that Will Build Your Design Business, Part Two.

2. Charge for assessments

I’ve seen designers and agencies expend considerable cost and energy to help organizations assess their marketing problems. (In some cases these organizations have no intention of addressing their problems, so it’s an exercise in futility.) They come back with great plans to help companies overcome their challenges with fabulous marketing strategy. I’ve seen web development firms build extensive plans that include diagnosing a website’s problems, from the GUI to the message. A[BLOCKED] expense. Take a tip from information technology companies and consulting firms. These groups charge for their assessments. Essentially, they do an extensive problem diagnosis. This is often phase one of what becomes a bigger engagement. In strategic marketing, it’s like charging for a marketing plan and then, if they like you and need help with execution, billing out for the implementation. How can you put this method into practice for your freelance design business?

3. Use your assets and share examples

Don’t fall into the abyss of spec work and other labor-intensive activities to get the work. Instead, direct buyers to the work you’ve already done. It’s understandable that buyers will be apprehensive about engaging with someone they’ve never worked with before. But you can help put them at ease. Here’s how: Bring your clients’ testimonials to meetings and/or follow up by sending them. Tell them to [BLOCKED] for more testimonials or case studies, or view your Linkedin profile for recommendations. Walk them through examples of clients you helped who are like them. For example, if you supported a first-time client by beginning with a small project that may be similar to the small project you are pitching, share that example. Discuss how a small engagement enabled you to find out if you were a fit for one another. This reduces risk for buyers and establishes a comfort level. Instead of giving away free work, your great ideas of extensive and detailed proposals, show them what you’ve done for others. That, along with testimonials, speaks volumes. ---------------------------------------------- About the Author Becky Sheetz-Runkle is a marketing strategist and copywriter, and an advocate for measurable marketing. She’s based in the Washington, D.C. metro area and can be reached at [BLOCKED].