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Turn all clients into repeat clients.Your goal as a designer is to turn all your clients into repeat clients. But you can't do that unless you build a relationship with them.
Many new designers worry too much about the designs they create than they do about the relationships they build with their clients.
Don't get me wrong, good design skills are a key element in building a strong graphic design business. But they're only one part of the equation. You could even say that your ability to build client relationships is more important than being a great designer.
After all, clients would much rather deal with a good designer they like, than a great designer they don't like.
I cover this topic in greater detail in the podcast so be sure to listen. Here is some of what I talked about.
What's the big deal about repeat clients?
You may be thinking “what's the big deal? If a client likes what I do they'll come back.” Unfortunately, that isn't always the case.
Clients don't want to work with someone they don’t like no matter how talented you are. And if they do end up working with you and discovering they don't like you, the chances of them becoming repeat clients once that first project is done are very slim.
However, if they enjoyed working with you, they are much more likely to come back to you instead of looking for a new designer. After all, time is money and if they don't have to spend time looking for a new designer then you saved them money.
After all, time is money and if they don't have to spend time looking for a new designer then you saved them money.
What are the benefits of repeat clients?
Once you build relationships with your clients it becomes much easier to pitch new ideas to them. They become much more receptive to your ideas and directions.
Trust is another key factor. If your clients don't have to explain their business to you before every job, they are more likely to give you more freedom in your design choices.
Not to mention the money. Would you prefer work on a $5k job for a one-time client, or on a $1k job for a client that comes back with more work every few months?
In the long run, you’d be better off with the second client. That’s why you should be trying to get repeat clients. Your business success depends on it.
How do you turn clients into repeat clients?
The formula is quite simple really. If you do good design work and treat your clients well, there’s a very good chance they become repeat clients. It's that simple.
Think about any restaurant you've visited. If you enjoyed the food and had great service, wouldn’t you go back? On the other hand, if either the food or the service was subpar there's a good chance you would avoid that restaurant in the future.
But treating your clients well goes beyond simply doing what they ask of you. In episode 84 of the podcast, I talked about being more than a “Yes Man or Woman” and becoming a problem solver for your clients.
You need to become more than just someone your clients like. You need to become someone they value. If you do it right, you may even become someone they can’t imagine not working with.
The best way to turn clients into repeat clients is to let them know what other services you can offer them. You need to make suggestions for things they haven’t thought about. Be a Problem Solver. The best problem solvers find solutions to problems the clients didn’t know they had. If you can do that, you’ve won yourself a repeat client for life.
What's your strategy for getting repeat clients?
Let me know by leaving a comment for this episode.
Questions of the Week
Submit your question to be featured in a future episode of the podcast by visiting the feedback page.
This week’s question comes from Barbie
When is the best time to ask your clients for testimonials and what is the best way to ask them?
To find out what I told Barbie you’ll have to listen to the podcast.
Resource of the week: Coming Soon Page & Maintenance Mode
This week's resource is a WordPress plugin I install on each and every website I build. It's called Coming Soon Page & Maintenance Mode by SeedProd. This plugin has two functions. The first allows you to display a customized “Coming Soon” page on a domain while the site is being built. The second allows you to create a custom “Maintenance Mode” page to display any time you are doing work on a live site.
I always design these custom pages with the site company's logo and contact information so that even with the website down visitors are still able to get a hold of the company. It's also very handy for blocking out curious eyes while a site is under construction. When it's time to show your client something you simply turn it off and allow them to look. You can then turn it back on again to continue working in private.
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Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at firstname.lastname@example.org