Turning Potential Clients into Established Clients

One of the biggest challenges when working with a new client is getting them comfortable with you, your capabilities and your prices.

Repeat customers and established clients are wonderful. They know you and know that you are worth the investment. But, we all need new clients as they are consistently critical to long-term success. The more new clients you have the more diversified your client base is. This is important for financial stability, workload fluctuations and creativity.

So, how do you turn a new client into an established client, one that trusts you and your decisions?

Be confident.

Confidence is contagious. Act like a professional and you will be treated like one. From the very first communication, establish yourself as a confident, successful independent creative.

You are the expert.

Prove it. Get testimonials from past clients. Be prepared with case studies that show how you arrived at your creative solutions and why these solutions were the best choice for the client and customers. Keep your portfolio up-to-date and weed out old projects or projects that no longer represent your new skills.

Get pricing out of the way as soon as possible.

Don’t hesitate to discuss your fees. Share with the client recent projects of similar scope and give them an idea for what it will cost. No need to provide an exact amount but let them know your minimum fees and general prices for the types of services they need. Do this before you spend time on an estimate or proposal. Avoid RFPs or RFQs. The retention rate is low, the demands are high and more often than not you’ll be asked to provide spec work. Not a good thing.

Be memorable.

Follow-up your communications or meetings with a hand-written note. Provide them something of value that they will remember you by. Be creative! Make sure you leave a lasting impression, and make sure it’s a good one!

Stay positive.

Positivity leads to success! If the client was meant to be, it will be. Sounds cliche but it’s a fact. Stay true to your values and business goals. Remember what made you successful in the first place and be proud to promote it.

"I've worked with Eric on a variety of projects over the years, for several different ventures. Whether designing a website for a commercial client, organizing an education event for creative professionals, or pioneering new frontiers in SEO for the medical industry, Eric is always professional, forward-thinking, and an absolute pleasure to work with. I trust his recommendations about website best practices completely, and his design aesthetic is both innovative and universally appealing. Simply put, he's one of the best in the business."
Jeff Kent, Partner, Campfire Digital

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