If you work in the graphic / web design industry you will, most likely, spend some time self-employed. My first live client experience was as a freelancer, in fact out of my working career I’ve only spent 12 months working for someone else. Unfortunately designers don’t always make great sales people, so here are some handy tips for how to find your first client.
1. Start now
If you are still in education, NOW is the time to find your first clients. Because you are a student you have the advantage that you can produce work for very little so you can develop websites, logos and business cards for other micro-companies that wouldn’t normally have the budget to have a professional design job done. It doesn’t matter what the company is, a friend who is starting a mobile dog-grooming business, or your uncle who is a freelance accountant – the important thing is just to do a really good job and get some live work in your portfolio. No-one is going to buy from you if you cannot show them live work you have already completed for other people.
2. Work for “swapsies”
Getting people to pay money to someone who has no track-record is hard, so instead offer your services in exchange for someone else’s. For example, the next time you need your car servicing call around a few garages, tell them you are a design student / just starting out and ask them if they would MOT your car in exchange for a website. Ask your local hairdresser if they will give you free haircuts for 3 months if you design some price lists and appointment cards for them.
3. Go where your potential clients are
Once you have some good live work in your portfolio, you can start looking for clients you can make a living out of. How do you do this? Simple, put yourself where your clients are. Avoid design industry networking events (after all, why would you want to spend a morning having coffee with your competition?!!) and instead put yourself out of your comfort zone. Look for any business networking events in your area and book yourself on. Check out what Chamber of Commerce, Business Link, and Federation of Small Business events are being held in your area – as these are full of your potential clients!
These events will most likely be split into two sections: “Open networking” where you all stand in a room with a coffee and mingle, and then a “formal” presentation where usually everyone will be given 60 seconds to tell the room about their business. Be ready for the presentation, try to memorise a simple introduction to your company that includes your name, your company name, what you do, and why people should talk to you. Practice and time yourself, 60 seconds is not as long as you think! If you have never been to a networking event before read our handy top ten tips here.
4. Get your second client from your first one
So once you have your first client where do you get your second? The answer is: from your first! As a new designer you need to push Word Of Mouth (WOM) marketing, which is someone personally recommending you onto someone else. Once you have finished your first job, go back to your client and ask if they know anyone else who might be able to use your services. As long as you have done an excellent job at the right price they will be happy to recommend you on, but you need to ask them to. IMPORTANT: If they do say they know someone, do not wait for them to pass your details on. Instead, ask if they would contact the person to see if they would mind you calling them. As long as the person has agreed they will be very happy to take your call. If you call without them expecting it you won’t get a warm reception and it will be much harder work.
5. Develop a referral network
In the early days, teaming up with other complimentary companies can be a great way to get a foothold. For example approach your local printer and ask if they ever get enquires for websites or brochure design that they could pass onto you (printers hate having to do design work!); find your local wedding photographer and ask if you could put a joint package together to offer wedding stationery, for which he takes part of each sale. Avoid approaching other design companies and asking for freelance work unless they don’t produce what you do (for instance if they don’t do website) as you’ll simply find yourself getting palmed off with all the problem clients they don’t want to deal with!
