“FACTORS that make a client appealing don’t always concern how it works or how it pays. Sometimes it’s a question of logistics.
“We look at the type of business they are. Are they geographically relatively close to us? We’ve got clients in India, and the time differences make things difficult. Also, you can’t beat face-to-face meetings in terms of growing the business of your client, and the further away you are the more difficult this is.
“And then there’s the question of [the potential client’s] finances. There’s websites you can use to see what a company’s turnover has been for the past two or three years. We use Credit Safe UK. We know what our price points are and how much it costs to do certain things, and if the financial profile doesn’t meet that, it’s pointless moving ahead – unless it’s going to be a vanity project to boost the profile of your company.”
Andy Farmer, business development director, Design UK, a leading digital design agency (clients include Odeon, Hobbs, Selfridges ntl).
“IT’S absolutely key to have a well-planned and clear outline of a project. All our projects have a written brief that's agreed with the client, as well as timelines. Plus, project planning commences before a project begins.
“Clients expect to have great service, and missing deadlines never makes anyone happy. Of course, there are always some instances where this can't be avoided, but a client won't stay with you – no matter how great your work – if you can't deliver when you have promised. This makes you unreliable, and the relationship will become strained.”
Charlotte Clements, senior account manager, Deep, a top 100 branding, digital and print agency, among whose clients are Blackberry, Boss, Department of Health and PayPal.
“YOUR advice, skills and creativity need to be completely relevant to what the client requires. Honesty has to be a must along with a very ‘can-do’ attitude; nothing should be too much hassle or a problem.
“In these challenging times, companies should also be prepared to take genuine care of their clients and do a lot of ‘hand-holding’ to reassure clients that they’re spending their money wisely and helping their business. Overall, all of these qualities have a knock-on effect to make for a smoother and more profitable client relationship.”
Adam McKillop, web designer, Nottingham-based design collective, 13souls
“Sound planning is essential but overall the brief is king; get this right and, coupled with the planning, the relationship should flourish.”
Colin Hall, senior partner,
CHP Graphic Design Consultants
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