Selling design value to clients


This is a workshop for studios that want to stop selling hours and learn how to sell value.

At it’s most basic, most designers want clients to buy from them rather than someone else. That will only happen by understanding why a client buys design. Not understanding what makes clients respond is like exploring a new city without a map: results will be haphazard, confusing, and inefficient.

That’s where empathy mapping comes in – it’s a roadmap to client wants and needs.

Selling design value to clients is a four hour, inhouse, face-to-face workshop that explains empathy mapping and how it can be used to write design value propositions specific to your clients. Using tried and tested methods honed running workshop and mentoring, Greg will show you how a targetted DVP can be used to sell design value. The workshop is followed by four weekly skype mentoring sessions .

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

  • background material supplied pre-workshop for you to read/watch
  • tailored 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
  • four weeks of ongoing mentoring to help put your new model into action.

Who should attend

The workshop is suitable for any creative studio owner, manager or account executive that wants to move their studio away from selling hours to selling value.
It is run in your studio to allow for individual assistance. You can choose how many people attend the workshop.

The facts

Where: In your studio
When: At a time to suit you
Pre-workshop: Online and reading material
Workshop: 4 hours inhouse
Post-workshop: Four weeks post workshop coaching
Who can attend: You or your whole team
Presenter: Greg Branson
How much: $1,700 + gst
More info: Email Greg or phone 0412 762 045

Workshop description

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.

Mentoring sessions

Four, weekly skype sessions following the workshop:

  • keep you energised and help you implement the learnings
  • clarify any questions about the tools and methods
  • review your use of the tools to ensure that your strategy is implemented.

What they said about the DBC workshops.

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

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


The investment: $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 here: Once a registration is made you will be contacted to arrange a mutually agreeable date.

 Other workshops:

From vision to new business strategy: perfect for studios needing help to clarify their purpose and communicate it with clarity. More info…

Building a business model for your studio: a workshop for studios wanting to change. More info…

Designing demand: for studios with an existing client base that wants to grow their existing and develop new markets. More info…

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