how to get & keep clients
The number one question everyone always asks me when they find out that I work for myself is…
How do you get clients?
The answer for me has always been relatively simple. I get 99% of my clients through word of mouth: my community, friends, clients and my extended networks. I have gotten a few jobs through my friend’s boyfriends (many of these boyfriends have stayed my clients longer than they stayed their boyfriend’s), through old roommates, I even got a couple jobs from people I met in lyft lines—both the driver and the passenger. One of my most recent clients I met at a ceramics class.
The important thing to note here is that I never see people as networking opportunities—I hate networking, I really dislike small talk. But I love people; I am one of the rare freelance designers who considers themselves primarily an extrovert. I am curious about what makes people tick and I talk to everyone I meet.
I have gotten a couple gigs through the internet (Linkedin, Dribbble or through my website) but these days they are few and far between. In the beginning of my career I found a lot of work through the web—recruitment agencies (Creative Circle, Working Not Working, etc…), the RISD portfolio site and services such as those. Recruitment agencies are super useful if you’re having a slow time or are trying to build up a career, but they take a big portion of your hourly rate (up to 50%) so I haven’t gone through one of those agencies in years.
I used to think I was lucky about getting clients. But over the years, I have realized that while I can’t deny that privilege (—My parents being able afford to send me to RISD, the color of my skin, legal citizenship…to name a few of the many ways I have been privileged in my life.) has played a big role in my success I have also come to terms with the fact that I am good at what I do. I have a proven record of being a talented designer through my portfolio and through my clients. I get my work done on time and my clients are happy with what I produce.
Which brings me to the next important point, a question that I don’t often get but is the other side of the coin…
How do you keep clients?
I have about 10-15 clients and have been collaborating with many of them for 5-6 years on a very regular basis. I use the word “collaborating” intentionally. I see my relationship with my clients as more of a coworker type relationship than a client-business one. People who like that kind of working relationship are the ones who stick around. Not every client I’ve had over the past ten years lasts, but I’ve been doing this long enough that I’ve found the ones that I jive with and stick together.
The way I keep my client’s happy year after year is also pretty simple; I’m nice to them, I am considerate and communicative. I think of my clients as friends; I am honest with them and treat them as I would treat anyone—humans with lives, families, senses of humor. I treat them like humans in all aspects of our communication, including when talking about money. This part of business does not have to be so complicated. We’re just trying to figure out how to make it work. They have a budget, I have an amount that I need to live off of, and that will make me feel like my work and time is being valued. Usually we can find a common ground, but we would never know if we can’t speak openly and honestly about it. Money is a big part of the reason we’re here so let’s just acknowledge that and move on :)
Besides being nice, I also do my work on time and well. I work around what they need and if (in the unusual instance) I am going to be sending something later than anticipated, I tell them as early as possible. Often I find things are flexible and if they’re not then it’s better to know sooner rather than later so I can make the deadline or we can come up with an action plan. It also probably helps that I’m anxious and never want to let anyone down. So, I ask questions, I don’t assume things and I’m not nervous to admit if I don’t understand something—if it were me, I’d rather someone ask than wing it and be incorrect.
I try to go the extra mile whenever possible, I give holiday gifts, send holiday cards and try to respond to emails/texts/slacks asap. I have a different working model with almost all my clients. I am flexible and try my best to work in a way that works for them. I want to make each of them feel like my #1 priority.
I guess my biggest piece of advice for someone starting a freelance business is be true to yourself. Figure out what feels natural to you and you will attract the right clients.
But really it all comes down to the golden rule in the end, “Do on to others as you would have them do on to you”.