Selling design value to clients

Defining value

We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient.

That’s where empathy mapping comes in – it allows you to map out  client wants and needs.

Selling design value to clients is a four hour, inhouse, face-to-face workshop that shows studio owners and managers how to understand clients and sell design value. The workshop is followed by four weekly skype mentoring sessions .

This program will help you develop an empathy map and a design value proposition to get more new business by selling design value.

This workshop is part of an five week program that includes:

  • background material supplied pre-workshop for you to read/watch
  • presentations / activities to help you analyse your existing existing clients to understand how to sell value
  • take-away practical tools to help develop empathy maps for clients and define your design value proposition, and
  • ongoing mentoring to help put your new model into action.

Who should attend

The workshop is suitable for studio owners, managers and account executives in graphic, product, interior and architectural design studios.
The workshop is run in your studio to allow for individual assistance. You can choose how many people attend the workshop.

Greg Branson explains the content and why you should register for this workshop.

All the facts

Where: In your studio
When: At a time to suit you
Who can attend: You or your whole team
How much: $1,700 + gst
More info: Email Greg or phone 0412 762 045


By the end of the program you will:

  • have the first draft of  your plan to get new business by selling design value
  • create new demand for existing and new products and services
  • learn how to lower the risk of moving into new markets and industries
  • learn how to create defensible, uncontested market space
  • develop a design value pitch
  • immediately apply your learning to your existing clients and new business prospects.

The workshop will give you and your team the chance to work with Greg Branson and take advantage of his 30 years of experience in managing Australian design studios.

The workshop content

  • Overview
  • Where are you value adding for your clients?
  • Client segmentation. What and how. Example from a design studio.
  • Looking at value add services in a client segment
  • Empathy mapping. What and how. Example from a design studio.
  • Exercise – develop your empathy map based on one of your clients.
  • Exercise – develop your design value proposition based on one of your clients.


  • Exercise – develop a list of services that add value for your chosen client
  • Converting a Design value proposition to a sales pitch and a target list
  • Exercise – develop sales pitch
  • Exercise – develop action list


Post workshop

Refine your Design value proposition.
Develop your pitch presentation.
Get out of the building and put it into action.
Analyse results.


In the month following the workshop, attendees will engage with Greg Branson via weekly Skype sessions.
The focus of these mentoring sessions is:

  • to reinforce learning from the workshops
  • clarify any questions about the tools and methods
  • to review your use of the tools to ensure that your strategy is implemented.

What they said about the DBC workshops.

I found the Strengths and Weaknesses sheet especially helpful to highlight problem areas as an Account Manager. Now that I’ve identified the problems, I can start working on them!
Julie Schroder – Sage Creative

Greg’s workshop offered insights into my business that led to greater strategic focus and a better understanding of client needs.
Andy Homan – Process Creative

This thinking is innovative and creative. We especially value Greg’s understanding of the design industry in Australia. His commitment to helping our studio (and the design industry overall) improve and be more profitable is very genuine and obvious. We were especially impressed with his skill in bringing competing studios together, keeping confidential info just that while still giving sound tailored advice to each studio and also engendering a feeling of camaraderie.
Maryann Howley – Tangelo

Greg has a terrific understanding of running a design business and has developed a process which allows an agency to target and evolve it’s business to better meet client needs.
Mark McNamara – Echo design

The investment

The program cost is $1,700 + gst to be conducted in your studio with as many staff as you want to have involved.

Cancellation policy

Once travel bookings have been made there will be no refund.


Register to have the workshop run in your office. Once a registration is made you will be contacted to arrange a mutually agreeable date. Register here.


Designing demand workshop

Designing demand

The Designing demand four hour, inhouse, face-to-face workshop is prepared specifically for Australian studios to help them define their difference and develop a strategy for growth in existing markets. You also prepare a strategy to develop new markets. It’s based on mentoring and workshops I have done with hundreds of Australian studios.  Read more…