Design is Sales

I’ve been rummaging this thought through my brain for several months now. It was reinforced to such a strong degree this morning that it has me needing to get it out there. Design is Sales in both a literal and figurative sense. Here’s what I mean:

Design is Sales in that if your product is poorly designed it won’t sell. Especially in the consumer realm, good design is simply table stakes for product development. So, design translates to sales.

Design is Sales is also figurative. As in, the role of a designer is similar to that of salesman. Selling your idea to someone is what design is all about. As a design contractor, your job starts by trying to sell the design process to a client before it quickly proceeds to designing a series of viable product design concepts that need to be sold to the client.

Think about the premise that the sales process is all about finding the emotional reasons someone might want to buy. Every sale is based on an emotional need. One person might have their ass in a sling because they bit off more than they can chew and now they have to bring in more bodies. Someone else might want to hire a “rockstar” designer because it pumps their ego. There are myriad reasons why people buy things. It is no different from a TV to Design Services.

So, if every sale is an emotional one, and every designer is trying to make an emotional connection to a product….Design is Sales.

I’d love to see more designers get sales training and the first place designers need to start focusing those sales training courses is on their own profession. Designers suck at selling design. I’ve never understood why a profession that is so good as a whole at creating emotional connections with products, can’t turn those skills on their own profession.

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