RESEARCH & ANALYSIS
Sketchbooks Research & Analysis Ideas for Week 4.
Client relationships and the service they provide.
An artist works for themselves as a designer works for their client (Before you continue to YouTube, 2019). Make this a deciding factor when choosing a creative career, as it will determine whether you succeed or fail in your designation.
Clients are the foundations of a design studio, and good client relationships are the building blocks.
Long-term client relationships involve investing time, energy, and emotion upfront, which you will reap later (Your Building and Maintaining Client Relationships, 2019).
It's easier to retain customers than get new ones, so build on emotional connections. When you keep customer relationships alive, you stay on their radar and become the first option they seek once they need your services again.
Communication with a client increase revenue, even if service is never mentioned - George Farris
When customers are happy, they recommend your company to others. Word of mouth is the best form of advertising (Why It's Important To Build Customer Relationships, 2018).
Key communication steps would include being an active listener. Asking is more important than talking. You can't score if you don't know where the goal line is, so take time to define the client's goals by keeping an open mind, asking questions that start broad and get specific later on. Remember, you are not designing for your portfolio or awards but your client-specific needs.
Never be confrontational, but instead ask questions to understand what the client perceives as the problem and offer various alternative solutions instead of dictating an answer (Before you continue to YouTube, 2019).
Sharing knowledge and information will help your client understand what you do while building trust and confidence.
Consistently exceed expectations, produce exceptional results and find an opportunity to go above and beyond in a manner your clients will appreciate. The client needs to view you as the only possible solution to their problem.
You also need to choose the right clients. Can you solve their problem, can they afford you and are you passionate about the work you are about to undertake (Before you continue to YouTube, 2019)?
The critical factor to a successful design business is focusing on client relationships, delivering strategic value to the client and thinking long-term (Weiss, 2015).
REFLECTION
What is my purpose? Why have I chosen a career in design, and what do I hope to achieve?
Beyond money, why am I doing what I do? Saving for retirement or buying the latest fashions isn't going to motivate me to work overtime, create inspiring work and meet the demands of running a business and managing clients. Having a goal automatically leads one on a journey to becoming a better designer. I can direct my time and energy with a single-minded focus.
My goals are built around three principles – Reputation, Money and Happiness. As with driving, I sometimes need to change gear, pursuing one of my goals more vigorously than the other.
Money provides freedom and opportunity to build a comfortable, secure life, free of financial stress and anxiety. Money provides the means to pursue work I am passionate about and invest in opportunities, education and even myself.
A stellar reputation would be the driving force behind my design ambitions, as I cannot think of anything worse than being mediocre in life. I want to create work that inspires others and leave behind a legacy to be remembered.
Ultimately, I want to live a good and happy life. If most of my time on earth is spent working, that should be the source of my happiness or the means to achieve it.
Reference: Kourdi, J. (2009), Business Strategy: A Guide to Taking Your Business Forward. London: John Wiley & Sons
Reference: The Futur, Chris Do (2015), The Client Is Not Your Enemy: Redefining Your Client Relationship (Links to an external site.), [online video]. [Accessed 28 March 2019]
Reference: Youtube.com. 2019. Before you continue to YouTube. [online] Available at: <https://www.youtube.com/watch?v=k22HKpzDMg4> [Accessed 23 June 2021].
Reference: MBO Partners. 2019. 6 Tips for Building and Maintaining Client Relationships. [online] Available at: <https://www.mbopartners.com/blog/how-manage-small-business/6-tips-for-building-and-maintaining-client-relationships/> [Accessed 23 June 2021].
Reference: SmallBiz.Tools. 2018. Why It's Important To Build Customer Relationships (And How To Start). [online] Available at: <https://smallbiz.tools/importance-building-customer-relationships/> [Accessed 23 June 2021].