How to Spot a Cheap Client in 3 Sentences (And Ghost Them)

Let’s be clear: cheap clients are the reason 90% of talented African designers are underpaid, overworked, and stuck doing uninspiring projects that never see the light of day. You don’t lose money because you lack skill — you lose because you keep entertaining the wrong people.

Let’s break it down.

Not All Clients Are Worth Your Time

When you're building a high-value design career, time is your most expensive currency. Every hour wasted talking to someone who can't afford you is time not spent pitching, improving your craft, or closing premium deals.

So, how do you identify the clients that waste time, drain energy, and never pay well?

The Problem: 3 Sentences That Should Set Off Alarms

These three lines are instant red flags:

• “It’s a simple design.”
  Translation: I want it cheap.
  They say “simple” like it’s a discount code. But the same people will show you Apple, Stripe, or Airbnb as their inspiration. Complex functionality hidden behind elegant simplicity isn’t cheap. Simplicity is expensive because it takes skill.

• “You’ll get a lot of exposure from this.”
  Translation: I have no money, and I hope you’re desperate.
  If exposure paid the bills, there’d be no rent in Lagos. Exposure is not currency. And the people offering it usually don’t have an audience worth “exposing” you to.

• “Can we negotiate your price?” (before seeing your work or scope)
  Translation: They don’t value strategy or expertise.
  Real clients ask, “Can you solve this problem?” Not “Can I cut your price in half?” before they even understand what they’re paying for.

Once you hear these lines, the conversation is over. The Design Chairman doesn’t argue with broke energy.

The Fix: Silence Is a Full Sentence

There’s no need to explain your rates to people who aren’t listening.
There’s no need to justify your price to someone who’s already disrespecting it.
The best response is no response.

Here's what to do instead:

• Create a clear minimum project rate. Post it. Mention it in discovery calls. Make it your filter.

• Use intake forms that weed out unserious leads. Ask for budget upfront. No budget? No meeting.

• Practice the art of polite silence. “Thank you for reaching out — unfortunately, this project isn’t a fit. Wishing you success.” Then move on.

Bonus Tip: Charge for Strategy Calls

Even better? Start charging for your time before the project even begins. If they won’t pay ₦50k–₦100k for a consultation, they’re never paying ₦2M+ for the work.

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Bottom Line

Stop trying to convert cheap clients. You’re not a charity. You’re a results-driven design expert. Cheap clients don’t become premium ones — they just get cheaper with time. Cut them off early, and invest that energy into people who actually value what you bring.

The Design Chairman has spoken.