Where do you get your clients?
May 8, 2008
When I talk to people who are thinking about setting up shop, graphic design and otherwise, this is the question I’m asked most often. My answer is three places:
Word of Mouth. As far as I’m concerned, this is the best way to get new clients. When someone has heard good things about you from a source that they trust, your job of selling yourself and your services is 80% easier. They’re not looking for reasons to hire you, they’re looking to see what you can do for them. It may sounds like the same thing, but it’s not. When someone comes in cold, there’s a credibility hurdle you have to get over — who am I and why should you trust me? When a word of mouth client comes in, the trust is basically established. So and so recommended you, and I trust them, so I’ll trust you.
Of course, this is the hardest way to get clients at first, because it’s a catch 22. You have to have clients to get other clients by word of mouth. It also serves as a good reminder that the design world is small and your reputation will start to spread. Make sure it’s a good one.
Networking. There are countless groups to join: your local Chamber of Commerce, Design Groups (like the AIGA, GAG, or SPD), Networking Groups (like BNI), user groups (Hidden-Tech is a local group) and clubs (The Ad Club of Western Massachusetts is another local organization). Depending on your availability, the list can be endless. But here’s the secret: once you join, you have to get involved. It’s not going to be good enough to show up at a meeting or event once in a while. Volunteer. Get to know the officers of the group. Make yourself indispensable. It may take a while to start seeing results, but they will almost certainly come.
Advertising. This is important, but the returns are much fewer than in the other two options I’ve mentioned. When I get a potential client through word of mouth or networking, I end up getting the job 7 or 8 times out of 10. When someone contacts me because they’ve seen an ad of mine or found me on the web, it’s more like 2 or 3 out of 10. Why? The person who comes through an ad is typically just starting the process of hiring a designer. They’re looking at other companies, comparing prices and services, and figuring out what they want. There’s nothing wrong with any of that, of course. But the person who knows you (or knows someone who knows you) is usually ready to go, and have basically already made the decision to use you, or have significantly narrowed the field by the time you speak to them. Advertising is important, but if you rely on it to account for more than 50% of your business, you’re going to spend a lot of time in interviews and writing proposals that never turn into paying jobs.
Do you have any secret weapons to find new clients? What works for you?
Couldn’t agree more about word of mouth. Personal recommendations are incredibly strong in the world of business.
Things have been going great for me regarding search engine traffic. A Google search for ‘logo designer’ shows me in a decent position (at least in Google search from my geographic location). My enquiries are building steadily, not to mention my client base. It’s all good for now.
Comment by David Airey — May 9, 2008 @ 8:50 am
I’m so happy to hear about your Google success. The last few logo projects you’ve posted have been just great! You deserve all the good things coming your way.
Comment by Leslie Tane Design — May 9, 2008 @ 2:06 pm
Thanks Leslie!
Comment by David Airey — May 9, 2008 @ 2:56 pm
Hey,
Im Gavin…..kinda new to all this…Iv been working for 3 yrs now…and was just thinking of putting up my own site….but was’nt quite sure how 2 attract clients to it….it was very helpfull reading ur blog….lets hope i can make some good use of it.
Comment by Gavin — May 12, 2008 @ 5:00 am
Hi Gavin,
Thanks, and welcome! Good luck with your new site.
Comment by Leslie Tane Design — May 12, 2008 @ 7:34 pm
I am trying to remember how we found you to do our site, hmmm, and I can’t! Was it word of mouth?….somehow I came across your website, and since then I have recommended you to a few folks. Wonder if they followed through…
Comment by Tina Cornell — May 15, 2008 @ 8:39 pm
Hmmm. I think you found me through Google. Remember how pregnant I was when I walked in the door for our first meeting? You were very brave to take a chance with me. To think that that baby is 19 months old now…
Comment by Leslie Tane Design — May 17, 2008 @ 4:33 pm
Well I found Leslie thru the internet while searching for a new web designer, to replce my dreaded old firm. I found several web designers online, filled out their online contact forms, only gave interviews to the ones that actually responded ( I figured if I was hiring someone to do my business website, they had better be web savy)… and lo and behold Leslie was the winner.
Marketing one’s self and business in these times is quite a bit different than it used to be… I am a firm believer in the internet, and good use of it for advertising and marketing… ( I am increasilngly becoming dissatisifed with traditional advertising mediums)
HOWEVER…. It all boils down to this….
If you treat customers (and potential customers) as you would want to be treated… If you offer a good product and/or service at competitive rates( and you don’t have to be the cheapest)…. and you offer good customer service…. IN the long run…. people will come to you and find you… and as Leslie says, most of your good and/or easiest clients/sales will come from word of mouth….
So to some up my words here… Operate Kindly, fairly and honestly… and all else should take care of itself…
Now if only my business was that easy…
Comment by Christopher Chase — May 20, 2008 @ 5:42 pm