- This boils down to resources.
It takes three times as much money and time
to find a new client
than it does to work with an existing one.
By the time you factor in promotion,
contact and convincing a new client,
you've expanded many more hours and resources
than calling your current client.
Some designers work with the same client for decades.
I worked with most of my clients for many years.
The secret to this is maintaining the relationship.
Each project is critical.
We are often judged by the last one we did.
Doing one project only is a transaction,
it's not a relationship yet.
It's the same as buying groceries.
I go to the store,
buy my food and leave.
I may go to a different store next week,
because they have better prices.
I don't have a relationship
with the store manager or cashier.
Without building a relationship with a client,
a designer is the same.
Sure you did a great job,
but someone on the other side of town
is supposed to be good and cheaper.
I knew a man who was an account executive at a large agency.
He took clients to lunch and dinner,
invited them to Dodger games,
and had lengthy personal telephone calls with them.
He insisted this was the way
to get and keep good clients.
I'm sure some appreciated this,
but most said they stayed with the firm
because they produced good work and were professional
and made life less stressful.
In the end, that's why many of us
choose to return to the same haircutter or restaurant.
Clients want to know what is happening,
and what they can expect.
From what you control,
they don't want surprises.
They don't want to be anxious when you call,
because it's always bad news.
They want solutions.
And they want to know you've got their back.
If my client works for a company or organization,
it's up to me to make sure he or she looks good.
I don't throw her under the bus
because something went wrong,
and I make sure to credit her with the success.
In addition to understanding the project criteria,
I also ask the client what their goal is personally.
Is it to impress their boss?
Or have success so they can find a new job?
If I know this, and work to that goal also,
I'll keep that client in the company,
and when she moves on to another one.
It's important to keep in touch.
Out of sight, out of mind is a fact we all deal with.
If I'm not working with a client at the time,
I schedule a time weekly just to check-in.
Even if it's a short note.
It's also not a bad idea to send an e-mail blast
with any news of recent projects.
Once a month for these is typically enough.
Otherwise, you're spam.
I let my clients know if their project wins an award,
or is published in a book or magazine.
If someone mentions the work in a positive way,
let the client know.
This is about staying positive and in contact.
It's not bothering someone, it's business.
In the end, we are all looking for people to work with
whom we like.
If I find that, and the work is good and reliable,
I'll maintain a relationship.
Even if the work is great,
if someone is a jerk, I'll go elsewhere.
There's no trick here.
It's basic decency.
Good manners, being professional,
responsible and honest,
and treating the other party with respect.
And of course, doing excellent work.