The Art of Persuasion: How to Handle Clients with Mad Ideas
Crazy, impractical, out-of-budget suggestions are a fact of life for web designers everywhere. A deeper understanding of your client’s needs and motivations will help you navigate through challenging situations, and avoid them in the first place.We’ve all been there. It’s 4pm on a Friday afternoon, you’re already in your “weekend outfit” (underwear and hoody combo) and you get an email. It’s Client X: Hey, erm, I’ve just had a couple of thoughts, can we talk?Wearily, you reach for the phone.Sure enough, the “couple of thoughts” become a rambling monologue on the virtues of asymmetric grid layout, mouse-controllable content and parallax scrolling (“that shouldn’t be too hard, right?”) which lasts for 90 minutes. They basically want this, on their budget of $1200.If that wasn’t bad enough, of course you also know that what they’re asking for — even if you could deliver it on time and in budget — will make no sense at all to their users.Don’t panic, here’s what you can do. 1. Make a ConnectionBelieve it or not, from a certain angle, there’s probably method to their madness. By discovering it, you’ll not only unlock ways to solve the problem, but develop your working relationship in a positive direction too.Have you ever wondered why Client X wants their app to auto-play “We are the Champions” every time it loads? Maybe they’re trying to send a positive message about their company or looking for a lighthearted feel. Have they seen something similar that actually works? Are they trying to express their personality through the work they’re asking you to do?In his book Nonviolent Communication, psychologist Marshall Rosenberg argues we can find resolution to any conflict by addressing the needs that underlie it, and urges us to start by acknowledging the other person’s reality.Here’s how it works: don’t argue. At least not yet. Let them talk. Ask questions. Acknowledge what they’re saying. Listen. At the same time, try to build up a picture of what’s important to them at the emotional level. When you do talk, reflect back what you’ve understood. You’ll probably find the situation calms right down.Maybe this seems time consuming. It is. But then again, so are those rambling “wouldn’t it be great if we…” phone-calls. You may as well put them to some use… 2. Sell Your VisionFrom another perspective, in trying to persuade someone out of their mad idea, you’re really trying to sell them your own. As such, the psychology of selling has a lot to offer you, if that’s your cup of tea. Just remember: Your ability to sell is only as good as your understanding of the client. If you try to use a one-size-fits-all approach, it will sound naff. Invest time and effort in understanding what they really want, then find ways to link your sane ideas to it.Be honest. Don’t try to sell something that isn’t going to satisfy. Most people will see through it, and the ones that don’t will leave the interaction feeling bitter.Appeal to EmotionClient X isn’t going to change their mind because of logical arguments. They’ve made their decision on a whim, a feeling. You can only really address it at the same level. Maybe they want people to respect their business: If so, use words and examples that evoke respect for your preferred idea: “Have you seen the Armani website? They’ve used more of a symmetric grid and it looks pretty strong don’t you think?”.Pain, Problem, SolutionAs any good salesperson will tell you, Client X’s unhinged desire for parallax scrolling arises first and foremost from pain, as in: “Jeez, this design is boring!”. They formulate this as…
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