Often we are so busy working we barely have to time to consider whether the potential client right in front of us is good, let alone ideal. When business is slow, it’s easy to reason that some income is better than none—you’ll worry about finding the right client later.
What would you say if I told you that identifying your ideal client would allow you to work less, earn more and love your job again? In this series we’ll look at how to identify and target the clients that lead to repeat and referral business, and we’ll determine how many of those clients we need in order to reach our financial goals.
COURSE 1 | Ideal Client, Ideal Project, Close the Deal
Choosing the right client and right project is part of the Satisfaction by Design model for business success. When a potential client phones your office to inquire about services, do you have the information and tools you need to easily identify whether or not that potential client is a good client for you? If the answer is no, or if you think there may be some room for improvement in this area, then this course is for you.
Define your ideal client.
Determine project desirability.
Effectively interview a potential client.
What the wrong client costs.
A system for client interview and consultation initiation.
PRE Course 2 Work (Recommended)
Before moving on to Course 2: Projects to Profits, review and be prepared with the following information:
How many projects/clients did you service in the past year? (calendar year or fiscal year)
How much money (income) did each of those projects bring in?
What is your current margin of profit? (if you are not sure, ask your accountant or bookkeeper)
COURSE 2 | Projects to Profits
As a design professional, working on your own, it seems impossible to predict whether you’ll have 3 clients by this time next month or 30. And, would either of those numbers really make sense? Too few clients and financial fear and worry set in. Too many and you risk not being able to adequately deliver on the promise of your brand, on your commitments.
If you’d like a specific formula for calculating how many customers and projects you need to meet your own financial goals then this is the course for you.
Determine an Annual Financial Goal.
Accurately Estimate an Ideal number of Projects to meet your Financial Goal.
COURSE 3 | Filling the Client Pipeline
Ideally, every business owner wants to have a line up of customers and always know when the next job is coming. The most successful businesses sign projects via their pipeline, not chase their pipeline when projects dry up.
Lack of consistent prospecting = inconsistent results and inconsistent revenue.
Attract an abundance of potential customers.
Consider marketing methods for increasing the number of potential clients.
Develop sales techniques for converting potential customers into paying projects.
Finalize a plan of action for filling the client pipeline.