Let’s find a client!

Image Courtesy: www.freedigitalphotos.net

Finding your first few clients is always a difficult issue. The clients are not ready to take a risk with an inexperienced and unknown company whereas on the other side, young start-up firms are desperately looking for clients that can trust them. The techniques to find and approach clients are different for everyone and what works for some doesn’t always work for others. 

However, I would like to share 7 points which are relevant and important for small design firms: 

1. Identify the sources around you and Explore them 
James Franklin suggests in AIA Handbook, to explore some of the following lead sources to find your potential clients: 

Attorneys, bankers, commerce business daily, community service clubs, consultants, contractors, employees, existing clients, friends, lead-finding services, lead-swapping network, news media, other architects, past clients, realtors, religious institutions, secretaries, services, trade associations ,trade publications. 

When starting out, telling everyone you know what it is that you do is the best way to find a new client as there are more chances of someone knowing someone who needs what it is that you do, so be sure you let everyone know you’re in business! 

2. Choose your portfolio 

During the start-up stage, most designers begin by doing ‘everything and anything that is possible’. This strategy is at times working against your progress. Clients get confused about what you exactly do and often forget some of the services that you offer. Instead, keep it simple and only include the best projects, best designs and the best service that you can offer. In the first few minutes, clients should be able to tell exactly what it is that you do and why they should appoint you. 

3. Be Visible, All the Time 

‘Out of sight is Out of Mind’. 

Be where your client is. Stay active on blogs, social networking websites, events, exhibitions, conferences, social parties, etc. Internet is also a powerful tool. There are thousands of websites you can use to be visible in your client’s eye. Some of the popular websites for designers are ‘Behance’, ‘Sortfolio’, ‘Carbonmade’, ‘Twitter’, ‘Facebook’, ‘LinkedIn’,’Forrst’ and many more. 

4. Don’t look desperate 

It is true that work will bring more work for you. But appearing desperate to find the first few sets of projects is no solution. Clients like enthusiastic, creative and energetic people to deal with. 

5. Avoid knocking on wrong doors 

Knowing who could be your potential client is a question worth spending time on. Looking for clients without any specific target is the mistake most of us do in our start-up stage. For example, if you are looking for a few developers to collaborate with you, you don’t have to go to all 1000 developers in your city. Narrow down your search by the size of their firms, background of their work, type of projects they do, the range of services they offer, the location of their work, etc. 

6. Power of Shake-hand. 

There is no better marketing tool than meeting your potential clients personally.

Forget your egos and be on the move. Even if it is for 10 minutes, try to find a way to meet your clients. They will remember a shake-hand better than your marketing brochure. It would be a mistake to focus on impressing your clients in the first meeting. The idea is to get noticed and gradually build a relationship. 

7. Prepare, Prepare, Prepare. 

Collect as much information about your client as possible before approaching him/her. Few questions worth asking may be: 

• What is his/her professional background? 
• Have they already consulted other architects? 
• What are their criteria for selecting an architect? 
• What is the purpose of the new project? / What kind of projects they usually have interest in? 
• What is their priority – competitive cost / time constraints / quality standards? 
• Can you think of a person you know, who might also know your client or can find a link to your client? Direct referencing always helps! 

Ignoring and avoiding the time required for preparation is like going to the war without bullets in the gun. 

Next Blog: Why Pricing = Marketing?

Further Reading:
[1] Book: Franklin, J. (2000). ‘Architect's Professional Practice Manual’. McGraw Hill.