What Designers Do to Close $10K+ clients w/ David Fastuca | The Futur Podcast Ep. 346

Key Concepts

• Design as a differentiator
• Subjectivity of design
• Design solving specific problems
• Design reflecting positioning
• User experience (UX) design
• Engineering trust through design
• Importance of simplicity
• Onboarding process as a sales journey
• Leveraging AI in design
• Earning the right to pitch

Design as a Differentiator

• Building Trust: Design is a quick way to build trust with an audience. If two similar products are priced similarly, the one with better design will likely be chosen due to the perception of care and thought.
• Zero Accounting Software Example: Zero, an accounting software company, entered a stagnant industry and differentiated itself through beautifully designed websites, products, and even terms and conditions pages. This approach captivated the market.
• JB Hi-Fi Example: JB Hi-Fi, an Australian retailer, intentionally made its website look cheap to give the impression of budget-friendly deals. This demonstrates that "better" design is subjective and depends on the desired positioning.
• Solving Problems: Design should solve specific problems and align with the customer base. It's not always about looking luxurious; sometimes, a budget-friendly design is more effective.

Subjectivity and the Role of Aesthetics

• Aesthetics vs. Functionality: Purely aesthetic design can be a "high-level conversation taken to the streets." Design needs to solve problems and reflect the product's positioning.
• Apple vs. Microsoft: Apple targets creative minds with simple, aesthetically pleasing products, while Microsoft caters to more technical users who want customization options. Both companies understand their ideal customer profiles and design accordingly.
• Engineering Trust: Well-designed products and services show customers that you care.

Practical Applications of Design

• Locomote (Business Travel Tech Company):
  • Simplistic Approach: Locomote differentiated itself by taking a simplistic approach to business travel management, inspired by tools like Facebook and Zero.
  • User Experience: The platform focused on a user-friendly experience, breaking down complex processes into simpler screens and remembering user preferences.
  • Goal: The goal was to minimize the time users spent on the platform, unlike social media platforms that aim to maximize engagement time.
• Growth Forum (Sales Training Platform):
  • Differentiated Presentation: Growth Forum uses beautifully designed Canva templates for its training materials, contrasting with the standard Google Docs used by competitors.
  • Book Design: The B2B Sales Playbook has a distinctive hard black cover with white font to stand out on bookshelves.
• Virgin Travel vs. Booking.com: Virgin's website uses a full-page calendar for date selection, reducing anxiety compared to Booking.com's drop-down menus with distracting elements.

Winning New Business with Design

• Personalized Proposals: Creating personalized demos with the prospect's logo and tailored content can differentiate you from competitors.
• Onboarding Experience: The onboarding process is a crucial part of the sales journey. Clear communication and well-designed assets demonstrate the quality of your service.
• Terms and Conditions: Even seemingly minor details like well-designed terms and conditions pages can show attention to detail and care.
• Micro-Proposal: Creating a micro-site with a beautifully designed proposal and video demo can help get your foot in the door.

Presenting Proposals Effectively

• Three Methods:
  1. Worst: Sending a proposal via email and asking the client to review it.
  2. Better: Creating a Loom video to walk through the proposal.
  3. Best: Presenting the proposal live, adjusting based on the client's reactions, and then sending a recorded video as a follow-up.
• Live Presentation Benefits: Allows you to gauge the client's comfort level, address concerns, and tailor the proposal in real-time.
• Visual Cues: Observing visual cues during the presentation helps understand the client's needs and adjust the scope or pricing accordingly.

The Importance of Design in Today's Business Environment

• Combating Commoditization: In a world where design is being commoditized, it's crucial to differentiate yourself through creativity and specialization.
• Niche Focus: Focus on specific niches and become known for expertise in those areas.
• Leveraging AI: Embrace AI to enhance your work, increase efficiency, and stay in your "zone of excellence."
• Addressing AI Concerns: Be transparent about how you use AI and address any ethical or copyright concerns.
• Ethical Considerations: Be aware of the ethical implications of AI and ensure you're not infringing on copyright.

Leveraging AI in Design

• Enhancement, Not Replacement: AI should be used to enhance your work, not replace it.
• Efficiency: AI can automate time-consuming tasks, freeing up time for creative thinking.
• Customer Awareness: Be aware of your customer's stance on AI and adjust your approach accordingly.

Dave's Three Tactical Tips for Using Design as a Differentiator

1. Website Testing: Use tools like UserTesting.com to get real users to test your website and identify areas for improvement.
2. Proposal Review: Get external feedback on your proposals to ensure they are clear and understandable.
3. AI-Powered Analysis: Analyze closed lost deals using AI to identify patterns and improve your sales process.

Earning the Right to Pitch

• Provide Value First: Earn the right to speak to prospects by providing insight and value before pitching your services.
• Thoughtful Outreach: Avoid cold messages and LinkedIn connections without establishing a relationship.

Conclusion

Design is a critical differentiator in today's business environment. By focusing on solving problems, understanding your target audience, and leveraging tools like AI, designers can create meaningful experiences that build trust and drive business growth. The key is to move beyond aesthetics and focus on creating designs that are both beautiful and functional, and to always prioritize the needs and preferences of the customer.