How to Ask Clients Questions
Asking questions of your clients can be intimidating. As creators, we’re supposed to be the ones with the answers. You may worry that your questions are “stupid” or that they show you’re not qualified for the project.
But in most cases, the opposite is true.
The Benefits of Asking Questions (Aside From the Answers)
When you ask clients questions, you’re inviting them to speak. You’re asking them to share their knowledge and perspectives.
Assuming you’re asking good questions, your clients will feel smarter answering them. The back-and-forth creates a relationship that draws you closer together. It shows that you’re interested in what they have to say.
When you hear an answer, listen closely. Make a note and be sure you understand what they’re saying. Think about whether you have follow-up questions to clarify the answer further.
Questions for New Clients
When you start work with a new client, you’ll have a learning curve. This is where Google and social media are your friends.
Before you meet, do your homework. Go through their site and social. Run a few queries to see what turns up in Google.
What’s left to ask your client? All the stuff that never gets written down.
What’s the best way to work with them? What are their preferences for communication? How does their approval process work (important to know in a big organization)?
Most Questions Come Up During Client Briefings
The client sends you a brief for a new project. You read it, and you have questions. You might be tempted to skip over that and avoid having a further discussion. But that’s likely not a good idea.
Before you ask, reread the brief. Make sure you understand what it says and whether you still have questions.
Then write them down to prepare for the next step.
When you ask your questions, try to frame them in the context of something already in the briefing.
For example, “I understand what you meant when you said ABC, but I’m not clear about XYZ. Could you tell me more about that?”
Sometimes that type of question—can you give me more information about something—is the most effective. Clients often know things they forgot to tell you, or you just need more detailed information.
The other type of question that works well in response to briefings is the open-ended question. “Is there anything else we should include here?”
Questions to Expand the Project and Avoid Scope Creep
Sometimes you get a project, and you can already see that it could easily be bigger than what the client is thinking.
For example, instead of writing one blog post, you can see that it would make more sense to write a series of five posts. Ask about it.
Or, instead of just taking photographs of the new employees, it might be better to get new photos of everyone in the department so that the shots are all consistent.
When you see an opportunity to improve a job by expanding it, ask about it.
Point out the efficiencies and savings. Don’t worry about it seeming self-serving. It shows that you’re thinking about their best interests. The worst that can happen is that they say no.
Also, it avoids scope creep later on when the client realizes they need more.
Use Checklist Questions to Confirm Your Estimate
You got the briefing, and you sent over your estimate. Now you should follow up by phone or email.
Before you get in touch, it’s helpful to have a checklist of questions. These are primarily to confirm what you’ve included.
Why use checklist questions? You shouldn’t assume that the client has read every word you’ve written.
For example:
“Does the estimate cover everything we talked about?”
“I’ve included the schedule we discussed. Do you think the timing is still okay for your team?”
“I broke down the estimate into three sections, A, B, and C. Is that what you were thinking?’
“I added some options at the end. Do you think we should include some of them?”
Using this type of checklist helps avoid random additions or misunderstandings later on.
Questions Not to Ask Your Clients
Don’t ask questions where you could easily Google the answers. Finding those answers is your job. It’s called research.
Don’t ask questions that are answered on the client’s website. Be prepared before your meeting.
Don’t ask questions that seem to contradict what a client has just said. Try to avoid any version of, “Are you sure about that?” It feels negative and puts the client on the defensive. Choose your words carefully.
If you get an answer that you weren’t expecting or think might not be accurate, ask for more information. Invite the client to expand on the thought.
Anything else, just ask.
Questions Work—Use Them to Your Benefit
After a meeting where you got the answers you needed, you might hear the client comment, “That was a good meeting. We got a lot done.”
Why would they say that? It’s simple. You let them talk. You invited them to share information. They feel like they’ve done a good job and that both of you are now on the same page.
Also, asking questions communicates confidence. Think about talking to your friends. You ask each other questions. The answers come fast and easy. You’re both confident with each other.
It’s the same with clients. They can sense confidence. They want you to be confident, to obviously know what you’re doing.
Having this type of rapport is a sign of a strong long-term relationship.
Learn more about asking questions in my book, How to Start a Successful Creative Agency. It’s the essential business guide for graphic designers, copywriters, filmmakers, photographers, and programmers.
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