Getting new business from old clients

Monday’s Promotion Idea for Graphic Design Success

Weird story that turned into a really wonderful marketing lesson.

I happened to come across an old client’s blog posting. OK, I admit, I was checking up on what she’d been up to and I found a really interesting post. So, I commented on her post — not expecting anything in return. Just a courteous, short note that I enjoyed reading her post and keep up the great work.

Well, she called me to thank me and to say that I had impeccable timing. She just so happened to have a design job to do and would love to work with me again as we’d had fun the last time.

So what can I (and you) learn from this little lesson:

1. The job is finished, not the relationship. Once a job is finished, it doesn’t mean that the relationship with your client should end. You should always keep in contact with old clients because then, if they ever need a design job done, you’ll be the one they call.
2. It’s easier promoting your services to clients who’ve already worked with you. It’s harder to get new business with new clients. It’s much easier to sell your services to previous clients who’ve enjoyed working with you in the past.
3. Old clients will refer you to new clients. Word of mouth is key and if you don’t maintain a relationship with them, they won’t recommend your services (makes sense, doesn’t it?)

Developing a system for staying in touch:

Don’t wait until business is down to then go out and solicit new business. Take the proactive approach by following these steps:

1. Make a list of your clients: List all the clients and their contact information that you’ve worked with
2. Rate your clients: No use in keeping the terrible or “problem” clients who gave you nothing but trouble. Separate the list into dream clients and problem ones.
3. Decide how you will stay in touch with them: Will you do it informally? For instance, send them an e-mail or call them once in a while? Or do you prefer something more formal and regular? For example, subscribe them in a continuity program like a newsletter or weekly tip?
4. Plan it out: If you’ve chosen the occasional e-mail or phone call, then you need to decide what you will say when you call them. If you are planning on publishing your own newsletter or weekly tip, then you must plan out the tips well in advance and make sure you are consistent in sending them. Always be professional.

T A K E A W A Y S :

It’s unnecessary to try and always get new clients. They say it’s double the work to get a new client than it is to market yourself to an old one.

With an old client, you’ve got the advantage because they liked working with you and were satisfied with your work.

Related posts:

1. Set your limits with clients: Lessons from a nightmare job
2. First time design business owners mistakes
3. Managing your clients proofs and approvals
4. Set up processes for your design business
5. Need to be constantly visible to prospects