At APDF’s recent annual Exchange in New York City, invited guest speakers Blair Enns of Win Without Pitching and John Gleason of A Better View Strategic Consulting shared their insights on the procurement process.

A common viewpoint shared by both Blair and John is that the biggest problem we face as design firms is the oversupply of undifferentiated firms. Too many firms are selling too similar services to too few clients. All of the power in the buy/sell relationship is with the client.

The client has the power because we are not seen as meaningfully different.

If you’re trying to sell that your experience is better than any other firm, how is the client going to see and understand that you have the experience to address their problem? Ultimately, to answer this question, many clients ask for free work. (And, that’s a whole other discussion!)

You would not go to a client and tell them that their brand should be consumed by everyone, everywhere. Why would you go to the client and represent your business in that way? Do your homework and speak to their needs.

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