How to Find the Right Clients for Your Service-Based Business
In the midst of the current wedding boom, there’s one thing that has become clear for myself and many others in the event industry – not every client will be a good fit for your business. And it’s okay that you cannot serve every client that pops into your inbox! Expectations of your services may differ from prospect to prospect, so it’s our job to set appropriate boundaries and pave the way to attract our ideal clientele.
Start With Marketing
Marketing is going to be the tool that you live by when it comes to storytelling for your brand. For me, I’m always more likely to purchase products or services from a brand that offers a personal connection. A consumer should feel seen and heard, and this is your chance to showcase exactly what you’re capable of doing within your craft.
Beyond your website and social media language, make sure that you’re fully utilizing all of the resources at your fingertips. For example, I can personally vouch for Instagram Stories and Reels. These videos and aesthetics can serve as commercials for your business, so you’d be remiss not to show potential clients what they can expect in terms of personality and skill.
Decipher the Consultation Clues
Once you’ve made your way from inquiry to scheduling a consultation, you’re on the right track to sealing the deal. However, this is perhaps the most important step of the journey, as it determines whether the relationship will be mutually beneficial for everyone. Oftentimes, the consultation is my first real indicator of how our personalities will mesh, breaking down what the client is truly looking for, and if the final product can be brought to life according to everyone’s expectations.
Here’s where I begin with a list of questions to cover all of my bases. It’s important to dive into pricing, especially if they are asking for a grand project on a modest budget. I’m always one to try and make it work, but if they truly aren’t within your price range, that could be a sign that they aren’t a good fit. Additionally, you want to be sure that the prospective client is respectful of your time and process. If you pick up on some clues that they aren’t going to trust you as a professional, it can be telling of the potential dynamic of your relationship.
Understand Their Vision and What Inspires Them
Not every client is going to come prepared in detail, so I will typically ask what they desire for their floral arrangement, which colors they love, and which design aspects they don’t love. Show them photos of your past work and let them see exactly what fantastic things you’re capable of.
Maybe they’re heavily inspired by a certain style of home décor, fashion trends, or pop culture elements. All of these details will help you better understand exactly how to customize their experience, which will ultimately spark your creativity to deliver a final product that you’re passionate about.
It can admittedly be difficult to judge a client’s fit based on an inquiry email, so just know that it takes a bit of digging to make the final decision. By using these clues, you can fine-tune your offerings and further understand what the ideal client experience entails for both parties.
Photos by Rene Zadori Photography
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