Zeroing In On Your Ideal Client
Half of the battle when putting together your offerings as a creative business owner is identifying who exactly you want to serve. Not only should you be primed to provide solutions for their wants and needs, but it’s crucial that you find your ideal client that’s your perfect match.
It should also be noted that our clients look to us as the experts, so it’s our job to unravel their dream vision and deliver exactly what they’re looking for.
Consultations are the answer
The consultation is going to be the deciding factor in moving forward with your client’s project, and ultimately, it helps you connect the dots on whether you can go above and beyond their expectations.
After all, an inquiry doesn’t equate to a booking – it’s important that you’re both on the same page. This meeting is the perfect opportunity to establish goals and paint the picture of what exactly you can offer them and how it shapes up to their overall vision.
Don’t be afraid to use inspiration to piece together the look
Creatives have a very different idea of a project compared to that of our clients. For example, we dissect the process, what the behind-the-scenes work will look like, and how to get from point A to point B. Clients, on the other hand, may not have that instinct to look at pieces of a puzzle and see how they fit together.
Inspiration images and elements are a great solution for this. Be sure to come prepared with some images of past work or related images to their initial inquiry. Ask them what they love about a floral arrangement or décor element – are they drawn to the colors or textures? Maybe they like the overall vibe of their own mood board? This is where I love to pull out those client reactions, as it allows me to understand what they’re actually after.
Create a comprehensive questionnaire and discuss boundaries
Now that you have an idea of what your client is looking for, it’s time to deliver a questionnaire that hits all of the bases. Personally, I like to have the prospect complete this ahead of the consultation, as it allows us to discuss the details. Things such as budget, timeline, creative flexibility – all of these are crucial to deciphering whether or not we’re going to be a great fit.
If you find that the prospective client isn’t budging on the budget, but they’re looking for a luxury design, the writing is on the wall and they may not be a great fit. The same can be said for boundaries. If you’re discussing expectations and noting your availability but they’re looking for someone that is accessible beyond office hours – again, it’s likely not a fit.
All of these factors play a major role in unveiling your client’s true intentions and desires. While nothing is more satisfying than accepting a project with a resounding ‘yes!’, it’s important that you take inventory of what you’re willing to do as a creative. Every client that walks through the door may not be the perfect match, but you’ll be a happier business owner by standing your ground!
Photos by: Rene Zadori Photography
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