What Language Are You Speaking?

A Simple Guide To Effective Client Communication.

Mitch Mills
Sep 5, 2018 · 4 min read

That moment when …

“So I’m thinking we collaboratively streamline client-centric applications using objectively viral intellectual capital.” — The Client

Nothing quite stings an ego like being on the receiving end of an unsuspecting onslaught of unfamiliar technical terminology. As the victim, we gaze blankly through dead eyes as our comprehension of life, the universe, and everything fades from a respectable “i get it” to a dismal “uhhhh”.

Alright, perhaps a bit dramatic. It does however raise the question: Why should I trust the success of my business to a person who doesn’t understand what I’m saying? Below I share a simple discovery that has profoundly changed the way I interact with clients, manage stakeholders, and ultimately improved the quality of service I offer as a designer.


The Languages of Experience

Each skill you learn — be it Accounting, Carpentry, or in our case, Design — you’ve inherited the ability to speak a unique ‘language’. In effect, this is how we are able to interact efficiently within a particular professional landscape.

The trouble being, not everyone knows the same ‘languages’, often resulting in the classic, “I don’t know what you’ve just said but I’m going to nod so i don’t look like an idiot.” to which we interpret that as being a sign that the other person understood exactly what we intended to communicate … Tragic!

When you can identify and match the language of another individual, your ability to communicate effectively improves substantially. You are seen as an ally, helping your client achieve a goal together as opposed to being a barrier.


Don’t Panic!

Lets say our new business meeting was going swimmingly — that is, until the client begins asking questions about the design process. In a showcase of design prowess, we proceed to unleash a lexicon of specialized terminology …

Oh my, i think we’ve lost them!?!

It would appear our new client doesn’t speak the language of design. Infact, none of our clients do! Alright, what does this mean? What can we do to ensure our clients understand us?

While there is no one clear answer to any given problem, there is a rather simple solution; Learn a new language … to be specific, the language our client knows best. In this case, business.

Our clients are more or less business minded individuals. As designers, we are hired on as professionals and yet are told how to do our jobs. “No that button can’t be purple, my ex wife wore purple!” … perhaps justifiably so — We say “Designer” they hear “Adult who draws on computer for a living” … We say “Improve RoI by 23% this quarter” they hear “Valuable asset to their business.”


The Point of The Thing!

By now you may be sitting there thinking to yourself, “Wait, so all i need to do is learn business terminology?” To which I would say “Only 20% correct as usual Morty”

Ultimately, design is about identifying and diagnosing problems; where people complain or friction occurs, opportunity exists.

By identifying the language of our clients we are better able to communicate the results of our work, the tangible benefits, or the monetary value in a way that the stakeholder can understand. We are able to tailor our message to better create a frictionless experience that helps us move from working for, to working with our clients.

Easy Peazy!


Thanks for reading! I hope this article can help you better connect with your clients. If you want to talk shop, or simply share a conversation over coffee, drop me a line at hello@mitchmills.com or connect via LinkedIn.

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