How to Elevate Your Graphic Design Studio Client List

Gaining more profitable clients and letting the bad ones go is the key to your success.

When I first started my graphic design business, I figured I would take on any job that came in the door. After all, we were a new design firm, and while I had a decent portfolio from my previous design work, my firm had no merit on its own. We started to get small jobs and then a couple of large projects came in the door. The larger projects were more profitable and had the potential to really give our new business a boost by working with A- and B- list clients. The small stuff really got in the way. Additionally, there was no “extended value” working on these smaller projects. So I came up with a list of ways that would help raise our client portfolio and therefore raise our profitability.

#1- It is not the good business you keep that will make you successful, but the bad business you turn away… Bad clients will suck up your time, energy, and take away your profitability (This is a lesson I still have to learn each time I think I “have” to take on a project for the “money”).

#2- Would you date your client? It has always amazed me how finding a good client is like meeting someone you would want to date (I will stop with the analogy here). A good match allows you and your client to profit from your creativity.

#3- Decision makers As you climb up the food chain, you will happily have more marketing-educated clients. But what also happens is that you encounter people working at companies that do not have decision-making authority. Recognizing this early on will enable you to get in front of the correct person as soon as possible.

#4- Understanding how you make money, understanding how the client makes money We help businesses improve their business. It is critical that you understand your client’s business. This will help you offer solutions that will benefit them. On the other side, your client needs to understand how you make your business profitable. Both parties need to be profiting in order for the relationship to work.

#5- Extended Value While it would be great if every project you produced was a portfolio piece, the reality is that not all of your work is portfolio-worthy. You should always view every project by its “Extended Value”- this is when you have the ability to create something that not only gets invoiced, but also becomes a great sales piece for you later on.

#6- The Hammer and The Tractor- There is an old story about a farmer that went out one morning and could not get his tractor to start. So, he got his tools, and started working on the tractor. He worked all day, did not take a break, and finally realized that he was not going to get the tractor to work. Frustrated, he called a tractor mechanic and scheduled him for the next morning. The mechanic came out, took a quick look at the tractor, got out his hammer and slammed it on the tractor. He turned the key in the ignition and the tractor started right up. He turned to the farmer and said, “That will be $500.00 please.” The farmer was first amazed and then upset. “But you only spent a few minutes, why $500?” And the mechanic replied, “I knew the right place to hit the tractor.” The moral here is, your client needs to realize the value you bring to the project, even if at times the solution you provide is quick.

#7- Hand holding- As you elevate your client list you will begin to notice you are spending less time educating your client and more time discussing the intricacies of the real problem. At your initial meeting with a client, go over a list of terms they may be unfamiliar with as well as set up what your expectations are for the relationship and revisions.

By keeping these tips in mind and culling my clients and potential clients, I was able to turn away emotionally draining projects, leaving me mentally fresh for the important projects. Try applying these tips to elevate your business!