It is a natural instinct that tells us: talking about yourself shows how professional you are. Especially talking about how you know and understand technology, internet, social networking, insert your favorite latest internet sensation here. In reality, nothing is further from the truth. The only thing your prospect wants to find out is whether you understand his needs. And unless you convince him of that your fate is doomed.

Why do I write this in a design blog though? Actually the impulse for this post came to me after a meeting between a web designer and a prospective client that I witnessed the other day. During over an hour that I was there the designer hasn’t stopped talking. I imagine the client must have been delighted when given a chance to throw “ahah” into the “conversation”.

Instead of finding out important information about clients plans for the site the designer kept on bragging about himself and all the internet crap you can think of.

Was the client happy? I pretty much doubt it.

Was the designer happy? I suppose he was actually proud of himself. In his mind he showed professionalism. Mainly by shifting between javascript, twitter and all the stuff his client doesn’t care about, very often in a single sentence.

Was the client interested in all that? Possibly, but I imagine he was more interested in telling the designer why he needs a website and what aim it is supposed to achieve.

So what was the designer supposed to do?
Shut up and let the client speak. He should have sit there and find out about clients plans. What his company does, what expectations does the client have for his website. He should have gathered links to clients direct competition, also links to sites that the client likes.

Initial meeting is not about you, it is not about how well you know the latest internet/social networking trends either. It is about convincing the client that you understand his plans and needs. And that you can deliver those.

And the best way to achieve that is to shut up, listen and ask questions only if you don’t know something.

Did you notice that they all involve a client? It seems that a client seems to always be in the center. I wonder though if there is any non-client related reason that would make you to say no to a project.

Thinking of that I ran a simple test last week. I asked some of our clients and friends when would they reject a project. And most of the answers I got were pretty much in line with those already mentioned. But I got some interesting ones as well with one reason that really stood out. A very simple, yet a very powerful one at the same time.

A friend of mine said that she would simply say no to a project that she could not deliver.

And when you think of it the reason pretty much obvious. So, what was so powerful about it then?
Well, think of the last project you rejected for that reason. Many of us tend to fiddle with things, hoping that we can make them work and still deliver the project. And in general many designers would not even consider such a “silly reason” to be good enough to reject a project and a potential income.

Let’s face it, no one likes to loose a potential income, especially in this economic situation. And of course no one likes to admit to a client that they can not deliver the work. We all like our clients to consider us experts.

The problem is that to a client you are not a quick solution. They consider you someone they can trust a major aspect of their business with. And they not only expect it to be looked after to a highest standard but also deserve that too.

So what can you do to ensure that?
Since rejecting a project is not really an option you can try various other ones. Outsourcing, hiring a contractor and many others. In fairness you may also earn some extra money from that and that is never a bad thing.

You may also consider referring a client to someone else and still look after that part of the job you can deliver. Not only you will help your client but possibly help a fellow business. And in business world this almost always pays back.

One thing is important here, to your client you are an expert indeed. Otherwise I doubt they would be working with you in the first place. But you are an expert in your field. And clients will be more than happy to hear that you can not deliver those aspects of the project that are outside of what you do but rather ask someone’s help or assistance. And they will very easily accept that.

And you? By doing this you most likely will look even more professional in the eyes of your client. And that’s what it’s all about.