Even if you are a creative director and have the best ideas, actually convincing customers to place orders is not always easy. However, the Canadian design studio Bruce Mau Design has done a good job of transforming. Their services span the globe, including ASICS, Sonos and The V&A. How do they transform customers? To unravel the mystery, we interviewed their CEO, Mr. Hunter Tura. Here are three points he mentioned about understanding customers and winning customers.

From the customer’s point of view, not your angle

When I talked to my clients about business, I rarely talked about “we” and spent most of my time on client projects. Because customers know more about us, they often look at the projects we do for Sonos, or know that our partnership with Unilever comes to the door, so it is often unnecessary to take the time to retell these things – It’s like you are dating a girl, but she has been talking to you about her six ex-boyfriends – this is not what the client wants to hear.

The main concern of the customer is what you can do. This is what you should talk about.

Treat customers as partners

Ola Bowman, director of the Design Society, has a subtle understanding of art. We are the exhibition project of his company, Zhang Luo V&A in China. However, we greatly appreciate Bowman’s artistic vision, so I propose to plan this event with him in a collaborator’s way, not in the form of employers and customers. In the end, the show was a great success.

You need to realize that those who spend money to hire you for artistic creation have their own artistic vision. As in the case above, we have worked hard with our customers to work side by side with the world’s best design thinkers, which has greatly reduced the difficulty of the work. Fundamentally speaking, what we should care about is not who the project results are, but whether the project itself is good enough to promote the development of the entire team.

Control customer expectations

Imagine the following scenario:

You come to a cake shop and want to buy a piece of baked cake. The clerk tells you that they will bake at 350 degrees and you need to wait an hour to get the cake. Then you tell him: “This is not good. I want you to bake at 575 degrees, because I will get the cake after 15 minutes.” The clerk may answer you like this: “I can do this, but I still want to remind you. The cake baked at 350 degrees is the best.”

The same is true for design issues. If the customer asks: “Can you complete the project in less time?”, you can answer him: “Of course, but there is a risk that we may not be able to deliver the highest quality The work is presented to you.”