How to contact clients you no longer work with

We all know it’s best to stay top-of-mind with a client so you’re the designer they turn to for any new projects. We also know it’s difficult to find a reason to contact a client.

This week’s article offers 5 ideas, from those needing time investment to no time investment at all.

Here’s 5 reasons to contact an (old) client.

Don’t let the trail go cold. It is much easier to continue a conversation than rekindle a relationship around a new subject. Potential topics include asking about the impact of the project, introducing possible measurement strategies or suggesting aligned, extended projects.
Share research. Clients are time-poor and even though research shows they all think it’s vital, most have no time to remain current with trends, research and insights into their industry sector or competitors. That’s where designers can help. Use IBIS world, Australian Bureau of Statistics or McKinsey to curate and regularly share relevant research. It will demonstrate your industry knowledge, value and currency.
Use your research to write a LinkedIn post. Share knowledge you know relevant to them, their industry sector (and prospective clients).
Share a humble brag. It won’t work often, but will work randomly, if the email is personalised (not an EDM) and it links your win (an award, great project outcome or a new relationship with an impressive brand) directly with that client. Maybe you have a new service or an impact that may be of interest to them, or you’ve introduced an extension of a service they commissioned. The contact is along the lines of: ‘We’re proud of this and I think it’s of interest to you because…’
Follow them. Like and comment on their LinkedIn posts to ensure your name keeps appearing in their feed. If you don’t tell them, the algorithm will

The so, what

Two things:

Firstly, it is much easier to work with existing clients than find new ones, so actively work to stop the conversation just dropping away. Doesn’t mean you’re swapping emails daily but aim to stay in contact at least each month.

Secondly, none of these suggestions involve an EDM. That’s because a conversation is person to person, one-on-one, not a broadcast. EDM’s have their role, this is just not one of them

Want more?

Here’s more information on designers making change to stay head:
1 When you’ve got the client, here’s how to estimate with options.
2 Collaborating with other designers (so you need less clients)
3 5 areas of business where small tweaks have a big impact

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About Carol

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.

Our second site is designbusinessschool.com.au – Australia’s only business school for designers