Hi Marta, I can relate—I have a graphic design background in print design as well, but these days I do more website design and project management.

The challenge is that many companies have grown from an entrepreneur start, and often the, "if it isn't broke, don't fix it attitude prevails, and when a designer is contacted for a project, cost concerns always trump the actual results.

Larger companies with communication departments or marketing departments tend to be better potential clients as they understand better the role of a graphic designer better.

Micro businesses are the most challenging as they are always cash strapped, and even though they know they need a professional's touch, they may not have the budget to do so.

Over the years I have had several graphic strategic partners and lead providers such as printing companies, public relations professionals and clients who knew me and my work and would send me great referrals. These type of relationships take a while to develop, but almost all the referrals turned out to be highly pre-qualified clients who respected what I did because the person making the referral had their respect.

Making contact with and developing strategic partnerships can take a while, but can mean getting in front of much better clients. If you take this approach, make sure you seek out people who understand what you do, but also that they understand they are not "selling you" as a salesperson, but are just recommending you as the right person for what the client needs.

Lastly, I developed a marketing questionnaire over the years that I ask prospective clients to complete during the discovery process. This can be a great tool to weed out prospects. After talking to a new prospect and getting an idea about their project or needs, I send over the questionnaire by email. Typically those who complete the questionnaire turn out to be better long-term clients. Those prospects who don't want to take the time to fill out the questionnaire usually aren't that serious about working with professionals. edit

Thank you for the great advice Vann. I really like your approach with sending out the questionnaire to gather more in depth info on your client. It's sort of the reverse of you sending info about your self in order to get their business. I think that definitely gives you the upper hand from the start making the client feel important and creating a bond.

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Hi Marta, you are welcome.
It's easy to get caught up in trying to land the new client and lose sight of whether someone is a good fit. Great clients lead to great referrals. Not so great clients lead to more time needed than budgeted and a lower hourly rate when it all said and done.

Do you have any words of wisdom in terms of approaching clients cold prior to their knowing about your business/services?

I don't come on strong in a "sales" mode . . . people hate to be sold and will tune you out right away. If you can afford to do it, you could send out some really unusual or attention getting direct mail pieces or even a hand-written note—something that when you call or contact the prospect and you mention it, they will remember receiving what you sent. Maybe work up a very select list of prospects and try this on maybe 10-15 and see if this gets you some traction.

Another approach I have used in cold-calling is be upfront that I am calling not to sell, but that I am doing market research for their industry and had two quick questions for them. The idea is to really have some questions that are not trick questions and to be sincere. Sometimes the right person will then start asking questions about what services you offer and you can make a connection, then be prepared to send something in a followup note, or a letter with your business card.

You have to be sincere . . .



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Marta, can I ask you a question? What is the reason you call these clients flaky and cheap? Here's another question: You say, "There seems to be a large disconnect in this industry and lack of understanding of what exactly is entailed in creating result producing design." What do you mean by that?

What is your current approach to sitting down with a client and guiding them to understanding what is involved while still filling your needs and theirs AND getting the money? edit

Ann,

To answer your question specifically- I was referring to a handful of prospects who expressed a genuine interest in working together only to pass once I provided ideas AND pricing. (ideas w/out pricing different result). Their expectations were high (which I have no problem fulfilling) while their "budgets" were low. I find it some prospects don't seem to understand the art and science that comes with creating a powerful and functional design. While on fixed budgets they tend to go for less experienced designers who don't always meet their needs thus decreasing their overall respect for the profession.

My current approach entails getting to know the client and understanding their needs while giving them practical ideas. It usually works well until money comes up and excuses flood in. Have you found yourself in a similar situation and if so how do you handle it?

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Marta, I too own a firm using graphics...Architectural though. The same "client type" issues are found there as well. What I have found, in my 30 plus years of opperation, is my greatest asset is my knowledge of my business. I have also found, that by leveraging it (in my case giving it away) is the most effective means to getting good clients. The people getting this info and I develop a relationship both personal and business, that leads to them becomeing a client of mine...and an educated one at that since the reason they are using me is due to the education I passed on to them. WHo else will they be using to apply that new found knowledge than the one that educated them?
The program works so well I started teaching others how to do it...since so many of them asked me if I could. http://attractionmarketingprograms.com

Joe Villeneuve, President
Concepts in Designs, LLC
www.conceptsindesigns.com
joe@conceptsindesigns.com edit