The Key to Unraveling and Fulfilling Your Client’s Vision Without Fail
As creative professionals, it’s our duty to listen, understand, and interpret what our clients relay when speaking about their big picture vision. However, this isn’t always so easy when they’re still figuring it out themselves! See, we’re the experts with a wealth of experience to back us up. Our clients, on the other hand, have little to no knowledge about designing an event. In fact, it may even be their first time juggling color palettes and linen choices!
That’s why I believe it’s so essential to show up with a plan when you begin your design process so you can draw out the details that will help you deliver a fully customized design experience that goes above and beyond expectations. So, what’s the big secret to decoding your client’s dream event design?
You need to be prepared for your design consultation.
When you ask the right questions and have useful resources to back you up, you’ll reveal a lot of information about your client’s likes, dislikes, and big-picture goals for their event. Here are the three steps to running a successful design consultation that will give you all of the inspiration you need to knock it out of the park when it comes time to fulfill their dreams.
1. Present Inspiration Images for Review
While we event professionals might walk into a venue and envision the many possibilities, most people outside of the industry rely on visual material to help them identify the design elements they prefer. Show up to each consultation equipped with a varied selection of photos for your clients to parse through and pinpoint the aspects they love most.
Ask them questions about what they love about, say, a floral arrangement — is it the flower types, the colors, or the style? Are they gushing over a place setting because of its chic, contemporary vibe? The more you can glean from a client’s reaction to photos, the better you’ll understand what inspires them most. Pinterest is a great place to start, but don’t be shy — throw in some pictures from your own portfolio as well!
2. Get Familiar With Their Venue
Even if their floorplan is still being finalized, I find that it helps tremendously to get a feel for the client’s venue so you can picture their design elements in full glory. If you haven’t worked with the venue before, schedule a site tour to visit the property. Take note of their indoor and outdoor spaces, as well as any existing décor, lighting, and structural fixtures that may influence the final design.
At this point, you can start mapping out where to set designated areas, like a welcome area, a photo booth, a DJ station, or a buffet line. If you have questions or concerns about the space, consult with the venue coordinator, as they’ll be able to speak to their onsite experiences and what has (and has not) worked for clients in the past.
Then, when you head into your consultation meeting, you’ll be armed with knowledge about the venue that will help develop accurate and realistic expectations for your clients.
3. Create a Client Questionnaire
Not every client will show up to their meeting with a binder full of inspiration to share. Some might not even know what they want! That’s why you need to come prepared to tease out those ideas. A simple questionnaire with guiding prompts will help open up their minds and discover what it is they truly want for their event.
Consider asking questions about their ideal colors, expected attire, favorite home décor trends, go-to travel destinations, preferred flowers, and other details that will help you uncover your clients’ true motivations and goals. While you’re asking them what they like, it’s also good practice to ask what they don’t like. It’s better to know early on that your client is vehemently opposed to baby’s breath in her floral arrangements or that he thinks balloons are tacky!
These three steps will help you unveil your clients’ deepest desires, but don’t assume that your brain will retain everything you learn! Always come prepared to take notes, whether that’s with a notebook and pen or a cloud-based note-taking app. I like using Evernote because it allows me to save photos and drawings directly in the note, but what matters most is that you find a method that works for you. You’ll be consulting these notes throughout the whole planning process, so just make sure they are accessible!
