Mini case studies: designers doing business development well

Carol and I would spend at least a full day a week talking to design business owners to learn what’s working and what’s not. Everyone is doing it tough at the moment but there are still wins to be had. Here’s seven examples of designers doing business development well.

1. Own a sector

Researching and writing about a client sector to establish your credentials. I was recently given a 668 page book (yep that’s not a typo it’s 668 pages) that establishes an Australian design business as a subject matter expert. It’s a classic move that blows competitors out of the water. You don’t need to go that big but the principle is sound.

2. Do/share research

I recently saw a post by an agency documenting their submission to The Department of Health’s Inquiry into Women’s Pain. This agency lives by their very strong social conscience. They use submissions and white papers to get them in front of potential clients.

If you can’t do the research, finding then sharing research relevant to your client’s business, demonstrates you understand their challenges.

3. Pro bono work

Another agency we work with regularly does pro bono work promoting and then attending charity events so they can engage with potential new clients. They also invited existing clients and partners to attend the events. The work deliberately generates new leads to win new business. It’s a key part of their marketing strategy.

4. Look big picture

A long term client/colleague who started a side hustle recently told me he looked at the value chain to see where he could add value in his new venture. The tip: stand back to assess your clients’ value chain and where design can add value to every activity.

5. Network (like crazy)

Get out of the studio. Years ago a colleague told me she wasn’t interested in spending time at boozy designer meetups. Instead, she put her time into networking with business owners. The key is to have targeted conversations with high potential prospect to build relationships. Design is a relationship activity and it’s important to carry that through with the team and clients.

6. Actively choose the best clients

The best clients are those you like working with, pay good fees on time, and give good recommendations. We know referrals increases the chance of winning a project by 70 -80% so ask existing clients to refer you. Research shows most clients are happy to refer, they’re just never asked. (Just make sure the referral fits your brand.)

7. Mind the gap

We’ve just finished one session with a studio that started with an audit of existing clients to find gaps. Where are your services and skills giving the most satisfaction, high profits and long term relationships? More importantly, where are they not?

Identifying the gaps where you’re wasting time with clients is invaluable. Identify the culprits then create a plan or a roadmap to replace them with better clients. It’s easier when you know the sector you want and the dollar amount needed.

The moral

New business is hard when you’ve not got a plan and you’re using ‘traditional’ new business tactics to track the ‘usual’ client list.

These mini-case studies demonstrate success happens when you take the focus off the client and share knowledge and skillset to a targeted market.