How to turn design averse SMEs into your hottest clients.

Frances Hinton is an expert what keeps SMEs owner-managers awake at night. And it’s not design. The former Business Link design advisor has worked with hundreds of SMEs and even researched SME perceptions of designers for 2006’s Cox report. She says that what worries SMEs is money and people.

“Learn to start thinking in terms of generating sales for them, increasing cash flow, attracting talent and adding to their bottom lines and you’ll be half way to getting their attention. The other half is learning to ask the right questions. Don’t look for yes and no answers, ask open questions and don’t be afraid to probe. Find out what they need, not what they want. Demonstrate your knowledge of business.

“Use case histories to show how your ‘design thinking’ added to your other clients success, and add figures like an increase in turnover or profits. Always measure what you do – use questionnaires, phone interviews and focus group research.

“And if all this talk brings you out in hives – find a partner whose expert area it is and collaborate.”