How should you interview Clients?
How should you interview Clients?
RONALD SMITH
DS3010
CONTENTS
Introduction
Methodology
Case studies
Initial contact with client
Items to take
Meeting client for the first time
Knowing the character of your client
Understanding what the client requires
Designing for client
Presenting ideas to the client
Time scale
Advertising
Conclusion
Bibliography
Sample questionnaire
Introduction
My aims for this module are to research into how a designer should best approach a client or company with regards to designing and making a product for them. Throughout my research I will consider a number of crucial factors associated with visiting a client or company to design an item of furniture for them. I will also considering the various stages from the initial contact with the client through to presenting the finalised design, and delivery of the completed product.
The major themes I will consider are how best to understand what product the client/clients really want to fulfil their requirements. In order to carryout an accurate and detailed investigation of this I will interview ten designers/makers who do this for a living and ask them a range of important questions. I will evaluate the information I receive and analyse the best method to use when approaching the client right through to the final idea. I will also question and research major topics like adding up the cost of a product, and how to make up an accurate timescale.
I am researching into this topic because as a aspiring furniture designer I would perhaps like a job working as a designer or working for myself so I would like to understand how best to approach the client. I consider this to be the most important and crucial area, I think relationship between the client and customer is extremely important and understanding how to maintain this is crucial. I also find it very intriguing and interesting to be able to sell your design or product successfully to a client or company, and how best to do this.
I will look at various angles of approach to a client and look at the different circumstances I may be presented with; I will also explore a range of opinions and make an even handed assessment of them.
Methodology
To under take and achieve my aims I will interview ten designers/makers who work in this field and ask them a range of questions with regards to interviewing a client or company, about designing and making a product for them, the questionnaire will include a range of aspects like designing, presenting, advertising. It will also include delivery of final product and payment.
I will research into a number of books to investigate interview techniques and consider how best to start up a small business as a furniture designer/maker.
Advertising is also a key area so researching into books and videos will help understand how to promote your work.
Case studies
The main case studies will be comparing the various information between all the designers I have interviewed and evaluating what the best approach is.
I will also look at the various ways of presenting the client with the proposed idea
Also how to best price and timescale a project.
Chapter 1
Initial contact with client
After interviewing a number of designers/makers and also sole designers I have gathered a wide range of information and genuine facts of the best methods to use when discussing with clients about making an item of furniture for them. This information is very beneficial and also interesting because it has given me a great deal of insight of how to best talk and conduct the actual design process with what item the client really needs and requires right through to final delivery of the item and also possible follow up contacts with the client with regards to leaflets flyers etc
What I found most interesting and what was the strength of the research was that every designer I interviewed had their own idea and insight about what they do in certain circumstances, although these were in some cases completely different to what others said they had good reasons to justify the methods they used, this gave great scope to evaluate the findings.
The questionnaire was to gather as much information and to draw out of the designers their personal experiences and feelings about every stage from first contact with the client right through to completion and delivery of the product. I wanted to cover as many angles as possible to build up a clear picture of what were the best attitudes and approaches to take in certain circumstances whilst interviewing the client and also look at what the worst things to do whilst interviewing the client. This research builds up a picture of what the best methods to use and also the worst methods to use. This information of course can only help me to evaluate and decide the best method to use myself bearing in mind that everyone is different and each person has there own method that works for them this may not work for everyone. By evaluating the facts I had collected from interviewing the various designers and employing these tactics to practice is by no means a guide to success but it does give me a range of views to consider and make up my own mind.
I began the interviews by assuming that the designer had never met the client before. I thought this would be the most beneficial scenario and probably the most difficult for both parties involved, both for the designer and the client. (Evidence of this can be found in "interviewing" by by Glynis M. Breakwell) I felt if I had have based my questionnaire on both client and designer having had previous encounters then this would probably complicate things and perhaps not as much detail or knowledge would have been gathered from the questionnaire.
Most of the designers first contact between their new client was by means of a telephone call, this gives the first impression and thought process of what you think or
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assume of the client and also what their first impression are of you.
As this is still very early and I thought perhaps some-what irrelevant it is very important to be polite but also business like. It is important to talk clearly and precisely and to give the impression you are a professional and an organised business. The conversation at this stage it is to mainly cover the brief and basic points about the client e.g. name, address, what they are looking made etc. A question the designers highlighted was to ask how that the client had heard of you. If a friend or previous client has recommended you then this is very encouraging because they know the quality of work you have done in the past and what standard you are capable of, this will be extremely beneficial for you to know this information because it proves that your work is being advertised by word of mouth, and increasing demand for you work, this also gives the client reassurance at this stage that you will carryout a successful and quality item based on your previous workmanship.
Robert Cooksey making a Dining table for a new client
Chapter 2
Meeting the client for the first time
The majority of designers preferred to travel to the client as proposed to the client travelling to meet the designer as this gives the designer a unique and beneficial insight into the person's lifestyle and environment in which they live. It also gives you an indication of where the product will be situated and what the design features of that room are. As a successful designer you should be able to understand the correct design ...
This is a preview of the whole essay
Robert Cooksey making a Dining table for a new client
Chapter 2
Meeting the client for the first time
The majority of designers preferred to travel to the client as proposed to the client travelling to meet the designer as this gives the designer a unique and beneficial insight into the person's lifestyle and environment in which they live. It also gives you an indication of where the product will be situated and what the design features of that room are. As a successful designer you should be able to understand the correct design taste to suit the client that you are designing for, this information is based on their age, interests, lifestyle etc. It is also very important to make contact to visit the client's premises well within a week after the first contact between you and your client because this proves you are professional and well organised.
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The designers were somewhat divided on whether to travel a substantial distance to design and make a relativity small low cost product for example a coffee table, the majority of designers/makers said it was not at all feasible to travel for example fifty
miles to design and make a product with a value of Two hundred pounds. A number of designers/makers said they have no problem with this that they would just point out that they would charge for the time spent travelling. This was question that depended on the circumstances of both the designer and the client. If the designer had not much work on current demand then they would have no hesitation in accepting the job, whereas if they had a lot of well paid work on they would tend to pass it by and forget about so called 'small beer'. If the client was impressed by work you had made for someone else or were recommended by someone else then they may be quite happy to pay the extra amount for the product. My personal view would be accept the job no matter what the circumstances were because you never know where this could lead to and they may be impressed and give you a order for a larger more profitable product so I think it is important to create as wide a customer base as possible especially starting out as a newcomer in business. ( refer to "Its all about customers" John Frazer Robinson)
Small modern style mirror low profit margins for this type of product
but completion of this could bring more profitable orders
The first impression when meeting a client is always extremely important. It is important to always stay honest and professional in all circumstances, this builds up a trusting relationship between you and the client. Dress code for a designer/maker should just be casual because you want to appear suitable clothed as suits the business that you are in, I think this is important because you do not want to appear to them to over dressed for your job. Throughout the interviews I was continually asking the designers/makers if they had any mentality about them meeting the client do they have a set routine they stand by. I also wanted to know what method the designers
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used if any about how to best understand the person that you are dealing with and
what views they had about any main indicators about a sound client who is willing to spend adequate amounts on products of furniture. The feedback and answers the designers revealed were extremely fascinating and interesting the aspects they highlighted were also astonishing because many of them were things I never considered. For example when going to visit a client it is important to drive the correct and appropriate car. If you drive a new car it implies that you are too expensive and this makes the client uncomfortable from the start because they are dreading what the item is going to cost although by driving a new car this usually implies that you are good at your job. On the other hand if you drive an old van it implies that you are probably not good enough at your job and the client will assume that the finished product will although not be as expensive as the person who drives the new car it will not be of a quality standard. The research indicated that to drive a fairly old but quality car confuses the client so they are unable to draw a conclusion on what your capabilities are. I feel that this is also important so the client does not build up any preconceived ideas about you and your capabilities before any business has taken place.
When going into the client's house some advised depending of there house to take in slippers so you do not dirty their carpets and floors this gives the impression that you are professional and trustworthy. I found this a little much but it does make sense.
Items to take
The standard items all designers took to the first interview were quite similar and included a sketch book, note pad, tape measure, spirit level and also a brochure of any work that you have done previously preferably including pictures of similar products that the client can compare and evaluate. The business card of the designer should also be handed over at this stage. Some designers felt it was important to take a camera with you so you could take photos of the surroundings and layout of the room so that this will give you a visual of the room that you can check space style and layout while you are designing a product for that room.
One aspect the designers noted and this is an important point that a lot of people forget is to always check the space available for example, size of doors how narrow the staircase is so the item you make is able to go into the appropriate room with no problem, Always have these items with you because it is important to be well prepared and again be friendly and business like towards the client, it is extremely important to have all these items and anything else you think you will need because all are critical and as a designer you have to appear to be very organised and prepared before you visit the client because, if you did not have these items it would severely damage the first impression that the client would have of you and you would not appear very professional and also you would also be wasting both there time and yours if you had to return for a another visit. This would be an appalling start and would leave the client probably not trusting your capabilities that well.
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Mark Clegg starting to make a cabinet having successfully determined the correct design for a client
Chapter 3
Knowing the character of the client
As a designer/maker being able to understand the type of person that you are dealing with is very important and it is also very intriguing to best understand your client's interests. This entails a sense of mentality that is very important, and gives you an advantage. When arriving at the house it is very important to keep your eyes and ears open to take in every detail noticeable, first of all look at the house this gives the designer the knowledge of what the client is worth, this is a possible indicator of what they are likely to spend. The designers mentioned that the richer the clients are usually the better but this also had a funny twist according to the research because rich clients tend to be the most miserable because that is how they got rich, but it does prove that they have sufficient funds. The most likely thing everyone looks at is the car but this result according to the survey is that this is where most people get it wrong the car tends to be inaccurate guide because the people who spend money on the cars usually skimp on other areas of their lifestyle and requirements, this has been proven to be usually but not always the case. There are a wide range of aspects and indicators to look at, the survey concluded that the best clients who appreciate quality craftsmanship are the ones who wear good quality shoes the shoes however do not have to be new even a number of years old but they do have to be a quality make, this appears far fetched but tends to be common fact. Other indicators are if they serve you tea, coffee what quality of tea they get served, what style of cup it is served in if it is coffee is it instant or not, if wine what wine it is what type of glasses are they presented in. It is of vital importance you understand the persons lifestyle, what type
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of life do they live do they travel a lot, what type of job do they have, what are their
hobbies and interests all this information gives the experienced designer the knowledge so they are able to know what design best suits the clients tastes and styles, For example a retired man would live a completely different lifestyle compared to someone in their late twenties. The type of furniture the client has can be misleading but the designer will know the style and layout of the house what the client will want. These are all major indicators to interpret the most suitable design for the client.
Customer and Client. James right designer/maker with Dermot Left Client after delivery of his new modern style free-standing clock
Chapter 4
Understanding what the client requires
Whilst interviewing the client always let them do the talking first and describe to you what exactly they want then always ask the client what use, function and purpose the item is going to be used for, this is enormously important at this stage to question the client about what they are going to use the product for, how often will it be used and who is going to use it, by doing this you are making the client think is this what they really need, you have to make sure that the item will cater for all the requirements that is asked of it. For example if a client is requesting a large dining table made, it is important that you enquire of the client how often it is used, how many people are sitting at the table at one time will there be a computer placed on it. After asking these
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questions you may find out the table will only have two people around it at once,
perhaps they finish work at different times maybe they eat their meals in the living room. This means that they do not need a large dining table at all that a smaller table is what they really need this will also leave them with more space in that room. As a designer you should not be content just to comply and take and do all they say, you should always be thinking ahead what styles will there be in the near future so you have to make sure that your design will accommodate this inevitable change in design that will happen as designs are always changing. It is vital to remember these people are employing you as a designer because they don't really know what they want so you as the designer can perhaps push them to what would you think will best suit them, the end result should be that the client has a product that they really want and not just with something they think they want but perhaps does not serve the purpose very well. The designer should always be keeping their eyes and ears open because you have to be able to gather up all the suitable information and evaluate correctly to be able to understand what the client is after, Again experience has a great deal of influence here so after questioning a number of clients it widens your view and understanding which of course is invaluable. It is also very important at this stage to find out roughly what budget the client has allowed for you to work on, this means that you are able to best design accordingly to what time should be spent on the product but also what materials you can use so you can budget accordingly. This
saves a lot of time because to go and design something for someone and then find out they did not want to spend that much is very bad business, you are again wasting both their time and yours.
Designing for client
The majority of designers would take up to 3-4 visits to arrive at the complete designs, so at the first visit most would only be taking main points and notes so they can go back and work on ideas however there were a few designers that tried to design the idea in front of the client and try and seal the deal there and then but this approach takes a lot of experience and although it saves time and effort the designers would draw up one design and then change it as regards to construction and material but if the client did not accept the design at first then they can still go back and work on other possibilities. If they did accept the idea then they would try and put a price on it there and then, this again saves time but can be difficult for a beginner to add up straight away what would be the precise amount. This is of course critical and the research highlighted that the designers who do this either make lots of money on the job or make no money at all, I don't think someone starting out in business or working for someone can use this method. The problem when adding up a quote is always being able to best predict the length of time it would take to make the item from start to finish because it is know problem working out what price the materials are this is straight forward and anything you don't know the price off hand, you can then add up the items you do know and give a estimate of what the other item will cost. When pricing the cost of making a product there are a number of contrasting options that the designers use. For a single designer/maker working on their own with no employees and with their own machines requires £150 per day to acquire a wage and to pay the running costs of their machines. Some other designers with experience knew the price of most items they make for example a medium to large dining table
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costs from £1800 to £2000, and a chair cost between £400-£500
Another rough way of adding up the amount of what you need for making a item is to multiply by three the price of cheap materials for example sprayed MDF, redwood plywood etc. This should give a idea of the price of the product, and for expensive materials like solid boards multiply the price of materials by five, this approach is quick and responsive however experience is essential. A minority also said that price could depend on the amount of work they had on also what type of job it was if it was something they liked making but the item wasn't that profitable then they would be content to do the job.
Stylish modern side-board table designed to contain storage for a dining set that contains cutlery, table cloth and place mats
Chapter 5
Presenting ideas to Client
Many designers best thought when presenting ideas to a client was simply to take a limited amount of shaded sketches, two or three at most and change construction details that would make a significant change to the appeal or design effect of the product. All the designers/makers point out that to take a great number of designs with you only confuses the client, the designers were also quick to point out that it doesn't pay to spend a lot of time designing. If the designer brings both shaded sketches and leaflets and magazines of similar products then this is usually a good
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method for the client because they can choose what contrast they prefer. The
designers said as long as the product complies with what is required of it then the client is usually happy to go along with it, simply changes like colour layout had a substantial effect on the appearance of the item. The survey proved not to take any colour sketches with you the reason being this does not give a true appearance of what the product will look when finished because brown colouring in pencils will not be the same colour as Oak wood, so it is best to just take wood colour samples, this is the best and most accurate way to present ideas. As a designer it is always important to be open and honest and give your personal opinion because this is what the client will value the most. Try and keep the client in the dark as much as possible and also keep the pricing of the product as vague because it does no pay you to let them know how you have structured the quote, sometimes this can come back against the designer, so it is best to keep everything straightforward and simple.
James making some wood samples for his clients
Chapter 6
Time scale
To appear to be professional it is advised to put a time on when the item would be finished but always leave plenty of time for yourself, it is important to keep to this timescale so it shows you are organised, also if a deposit had been collected the client will be expecting their end of the bargain to be kept, delivering items over the allowed time only puts pressure on yourself to complete the job but it more importantly puts pressure on the relationship between yourself and the customer.
As regards money it was also quite divided most designers collected about 30% of a deposit at the last visit, before going to make the product, then they would not start work without this because they claimed as a business it is professional to collect this and not start without it, whereas others never would collect a deposit claiming that this could cause conflict between both parties putting pressure on the job before it
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actually starts, but again it depends on your circumstances and how much you trust
the client because you should know the type of person you are dealing with but perhaps collecting a deposit is the most sensible thing because you don't really now someone until you do business with them and as soon as money would be mentioned the survey proved that people can change from being nice people to unpleasant people. All the designers would give the client a copy of the contract that includes a design of the product, what the wood type is, what the price of the product is, when is the product due to be delivered this is committing both you and the client with proof of what the order is so there is no confusion whenever the product is delivered. Many designers also said that it is in your best interest to just do your job and if the client wanted you to fit lights or do something like this afterwards it is best that you let a professional do this because in their experience people give you no thanks for doing extra work, this can even backfire, like you were not qualified to do this, and then you have to pay an expert afterwards.
Throughout making the product there is usually no contact between the client and the designer maybe if you were half finished and they wanted to know how you were getting on they may call into the workshop and see the product for themselves, some people have a interest in this, or if you were running behind scheduled it is always in your best interest to notify the client of the problem in advance so you can explain the problem and give them the option of rejecting the order but generally there is no problem with regards to this.
The designer should always ring the client to make sure they are there before delivery this also gives them time to organise themselves with regards to payment. The delivery of the finished product will hopefully leave customer satisfaction. At this stage the bill would be handed over and most of the time there is no problem as payment would be received. If they did not pay at this stage many designers said they would take the product back home with them until payment was received because a lot of designers cannot afford to give credit because you are such a small business.
Many customers are willing to pay the extra amount to ensure a quality item is made for them, so when they go to the expense of bringing in a craftsperson to design and make a product for them and they are pleased with the finished product they are usually cooperative to pay the price that has been previously negotiated. It has always been the case that the client is willing to pay a extra amount as long as they are satisfied with the job whereas if they did not like the product, and it was going to sit in there house and be seen every day then the lower cost would not matter all that much.
Advertising
Nearly all the designers I interviewed only advertised through local papers, much of their work came from word of mouth. (In depth research can be found "Advertising" by Nick Daws) Any designers who did advertise through woodworking magazines said they were still getting orders from the magazines even though they were advertised 10 years ago because people keep these magazines so long. But in
generally they said that knowing a lot of people and contacts was invaluable.
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Contemporary Garment rack designed to accommodate four coats, scarves, jackets and umbrellas
Chapter 7
Conclusion
After completing my survey and after interviewing a number of designers/makers it has given me a great insight of how designers go about approaching clients with regards to designing an item of furniture for them. This insight has given me the opportunity of comparing a number of examples and evaluating the best and most suitable approach to take. I feel this is the most important and critical procedure of being a designer/maker, that is the ability of being able to establish and continue customer relationships, because without customers you have no business. (Its all about customers John Frazer Robinson) I have found the feedback from the designers very beneficial and helpful it is extremely interesting and intriguing to find out how different designers went about their job of designing and making a product for the client that they really want and that suits their needs and satisfies there problem.
Throughout the research the main strengths were the cooperation of the designers/makers who were a lot more honest and helpful than I thought they would be. The designers each gave there own personal account of how they manage the process of designing for their client which was the main content and bases of the research.
The weakness of the research was how to understand both the client and designers
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circumstances because perhaps a well established designer/maker does not have to
advertise his products whereas a designer/maker starting up would need advertising leaflets to ensure people have heard of him, also a wealthy designer/maker may not collect a deposit because they have the capital to go ahead with the project
Whereas less wealthy designers/makers could not go ahead without a deposit.
Different types of clients would have a big effect on how the designer would discuss with the client what type of design they want, for example if the designer thought the client was trustworthy then they may not ask for a deposit whereas if they thought you could not trust them then they may ask for money up front. All these factors would bring a variation to the best and most suitable way to handle a client, so at the end of the day every designer is different and every client is different, but the survey has highlighted a range of areas and points that I can observe so to know what action to take in certain circumstances.
The most interesting aspect of the survey was learning the mentality that certain designers have and how they put this into action. The difference in opinions was also
intriguing and it gave me great bases to conduct my research. The evidence of not spending too long designing and to get the budget before you start and then work from there was also interesting. The fact that the designers always tried to sell the product to the women first, so if you can persuade them, then this usually clinches the deal. It is also important whenever you get a order to make a product then not to stay too long in case they change there mind.
I think that all these mentality points although cannot be correct in all circumstances because as I have found out that you could have assumptions about some one and then be completely wrong, but as a rule of thumb all these points are as well as being very helpful, intriguing, profitable and decisive, they will also be invaluable to me in the near future.
Bibliography
BREAKWELL, G (1990) Interviewing. London; The British Psychological Society
HIGHAM, M (1979) The abc o interviewing. Bath; Blackwell science
ROBINSON, J (1997) Its all about Customers. London; Kogan Page.
MILLAR, R (1991) Motivational Interviewing. London; The Guildford press.
THORN, J (1989) How to negotiate Better Deals. London; Mercury Books
DAWS, N (1996) Advertising for the small business. West Sussex; Otter Publications
BACON, M (1997) Direct Marketing. Canada; John Wiley & Sons Inc
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