One of my most important considerations as an independent designer is the quality of relationship I build with my clients. I tend to keep most of the clients I work with, evidenced by the fact they keep coming back to me with new projects, even years after I first began working with them. Although I seek new clients, keeping the existing is always easier than finding new ones.
I paused to consider why I have enjoyed a high retention rate, and came up with a few conclusions worthy of sharing:
Listen. To design effectively, I must understand my client’s position, mission, product and customer base. To obtain this information I need to ask the right questions and then listen to their responses. I try to take in not only their words but their voice: is it cautious… enthusiastic… measured? How are they using words? Are there any peculiar terms that need defining? What do they get excited about? In short, what is the client saying, and what do they mean by it?
Communicate. I try keep my client updated throughout the project. Design requires time for research and idea development and it can appear that I disappear for a few weeks. Keeping my clients informed of where I am in my development process prevents doubt from forming and maintains their trust. I send updates and questions regularly.
Produce excellent work. I need to solve the client’s problem instead of redefining it, and then produce the solution well. I love hearing, “Well done!” or, “You nailed it.” That’s almost as good as getting paid for the work. A pleased client will return again and again.
Humble yourself. It’s easy for creatives to be haughty and condescending. I’ve observed this happen again and again. Many times I’ve been the “relief pitcher” called to come in and finish the game that another designer started, whose attitude was such that the client pulled the project from them. A graceful manner goes a long way.
Be honest. Which of us does not make mistakes? I have found that it’s best to take appropriate responsibility and act quickly to fix any issue and avoid passing blame on my suppliers. I have experienced that if I make it right – even if it costs me – my client will stay with me because they trust me. The same is true with my supplier.
Be thankful. A note of thanks sent at the end of a project is priceless. Thanking people is a common courtesy that has become very uncommon in our time. Doing it in writing makes a huge impact.
Talented designers are not in short supply; there are many to choose from. For me, client retention is tied more to character than to talent. My gifts, passion, training and experience are secondary issues compared to how I treat people and take care of business.
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