Hey Joe- I was wondering if you’d be able to give us a sample design so we can see what kind of work you do. It will help us make a decision on which designer we should go with.

This is not an uncommon email, especially in the world of web and graphic design. And it seems harmless to a lot of people. Sure, they just want a sample design. But they are really asking for free work. While you as a freelancer might be tempted to do comp/spec work to try and seal the deal on a contract, it’s not the way to go. Last week I posted 10 Reasons to Say No To Spec Work by No!Spec; here is my take on spec work.

This post is just as much for those who ask for spec work as it is for those who get asked to do it. Please excuse me if this comes off as crude or brash, but it’s important to see that spec work hurts the business overall.

For the Designer:

When someone asks for spec work they are really asking for half the work to be done with no guarantee of a contract, just to see what they think of your work. Then they can do what they want with your design. I’ve seen it happen; a designer will do spec work, never hear from the asker again and then see their design online later. And I know what you may be thinking: If I don’t do the spec work, I probably won’t get the job. But consider this: spec work doesn’t mean you will. Plus, you then put forth the work without getting paid. Finally, spec work is what a client could get, not what they will get.

When I do a design, it’s a process; I’m sure it’s the same for you. I elicit requirements from the client, sketch out a design, do some Photoshop work, and then code something up with XHTML/CSS. It will take me several days when all is said and done. And then the client and I start refining my initial design to get it how they want it, which is something spec work never sees. That could be costly.

For the Client:

Consider this: You own a resort and someone is thinking about staying at it. He asks you to put him up for free for a couple days/nights so he can see how he likes it. Then he’ll go to other resorts in the area and do the same thing. He’ll pay you if he chooses you, which is only if he likes you the best. Or better yet, you own a clothing store and someone asks if she could wear a shirt out for the night to see how she likes it. It turns out she does, but she found another store who saw that shirt and told her she can have it cheaper from them. Both of these scenarios seem ridiculous, but that is the equivalent of asking a designer for spec work.

It seems that all I care about is money when I’m talking about the cons of spec work, but that isn’t true. Spec work cuts out what I feel if a strong point for me: the relationship I have with my clients. As a client, you’re basing your decision on a picture; something a designer likely threw together quickly to appease you. When doing a design, there is a whole pre-process of asking the client what they like, sample sites, and understanding their industry a little better to give them something that will reflect their brand and message. You don’t get that with spec work because there is no time to understand the business. You’re design will suffer as much as the designer’s wallet does.

How to Say ‘No’ to Spec Work

Hopefully I’ve now convinced you not to request/accept spec work. Clients, if you want to  get an idea of the kind of work a designer does, request a portfolio and references. A good portfolio is the benchmark of a good designer, and references will help you gauge how they work with others. Designers, if you’re asked, politely decline and explain why. Something like this:

I’m sorry, but because of the amount of time I put into a designer, I do not do spec work. I can assure you that I work closely with my clients to give them the design they want based on sample sites, logos and color schemes, branding, and feedback. You can get an idea of the kind of work I do at [link to portfolio]. If you’d like I can also put you in contact with past clients so you can get an idea of how I work.

I understand your concern and the reason you request sample work, but I hope you also understand where I am coming from. If you have any questions or comments, feel free to email or call me to talk further on this.

Hopefully they will understand where you’re coming from; otherwise, chalk it up to experience and move on to the next client. You make lose a client, but that’s better than losing a client, a design, and time.

Tags: clients, comps, gigs, proposal, relationships, samples, spec work, tips, work | Posted in Advice, Lessons |