Are You Ready To Be My Client?

I have been blessed to work with many types of businesses, organizations and corporations on a wide variety of design projects. Most often I work with small businesses and entrepreneurs who come to me by way of  referral, either from existing clients or from friends and colleagues. Word-of-mouth is wonderful.

But once in awhile I am approached by a fledgling entrepreneur or start-up asking me to develop their logo or web site because they have this great idea and want to get it off the ground. They know enough that graphics are necessary, and I am a graphic designer and so I am necessary. Because I have learned to qualify my clients, I turn down many of these prospects because they're just not ready. It's simply not good business for me to accept just any project offered to me, no matter how exciting the idea is and what great potential it might have. I have found that I cannot make a living from potential; I must have substance. How do I determine substance? I start with my list of essential qualifying questions:

Does the prospect have a current business license or articles of partnership/ incorporation? 

Having a license or articles indicates that the prospect is not acting on a whim, but instead has put serious thought into the idea enough to register it with the city, county or state of operation, thus giving it validity. I put more credence in the registration of the business than in a fictitious business notice.

Does the prospect have a mission and/or vision statement and a business plan?

If the prospect does not know why they're in business, they're a bad risk. The plan is essential for success and is an another indicator of the prospect's seriousness. It also helps me to develop the right design solutions.

Has the  prospect defined a specific audience they're trying to reach? 

For any business to succeed, there must be a clientele or customer base. Sending the right message to the wrong audience is, well, wrong, and so is the reverse. I need to know who I need to reach in order to design successfully for my client.

Can the prospect state why they are in business? What are they selling, and why?

What are the "personal" reasons? If it's just to make money, I'm wary. I believe it is important for a business to offer value and benefit to its customers as much as it should provide a living for its founders and employees. As a designer I come alongside my clients and work with them. If I can't get on board with their reasons, I have no reason to work with them.

Is the prospect aware of their competition? What makes them different from their competition?

If the prospect can identify other entities in their niche that are already successful - and why - it again shows they've done their homework and are serious about this undertaking. I can certainly research this for them, but the client should know their territory.

Is the prospect funded? Can they pay for the deliverables they want me to create?

I make my living by designing. I give value to my clients, helping them influence their customers and even their field of practice. Prospects that realize the value of graphic assets will be budgeted, funded and able to pay for the work - on time.

Once I've qualified the prospect, we then talk about their specific needs: short and long-term goals, touch points, the story they want to tell, etc. If all these issues are satisfied, I don't have to worry and am free to put my best energy and full effort into what I do best.

If you are starting a new venture and meet these standards, then let's talk about how I can help your business.