Expert: Karl Smith - 9/11/2004

Question
I want to pursue my dream, so I start my own design service, I enjoy doing design work, but connect with right clients is very hard.  Most of people do not respect my design work, no matter what I say, they only concern about price, some people cheated me, some ignored me.  I only have few pleasant experience, the rest are all nightmares.  I spend lots of time and energy search for clients, extra long meeting, study, research… the rewards is so little.  I am a sensitive person, I cannot be super sales.  

After few months of working alone, I totally lose energy, I think about working for company again, the life is much simple there.   

What is wrong when I work for myself? I believe I always think positive. Can you analyze me and give me direction?


Answer
Finding the right sort of clients will remain a problem as long as you are in business. It is often the situation that designers want to design, but designers are not business people unless they embrace sales and marketing.

From what you say your key strength is design, not business if you wish to remain in business you need a business development person (services sales) who will work on a commission or a marketing company, this takes much longer to get any work. High level design consultants are sales orientated people having moved from design into business roles.

You need to decide what you want to be. You must have a budget, money set aside to support yourself while you develop your business. In the short term I would suggest doing contract work, where you find someone else in your field who is very busy and subcontract your services to them.

While you are there get to know the decision makers, not the day to day project people but the service buyers who can be of assistance to you latter.

You need to know your market, who are the key users, if government; are you a registered provider? If business; how will they know about you? If person to person; what is your advertising strategy, target group identification, marketing channels, website and internet profile, letterhead and graphic format, all of these factors have a direct affect on your profitability.

I could go on for hours, but the most important thing, do you offer a service that is intrinsic to you and not a duplication of someone else. Do you have a vision for yourself, if you do go for it, but do not copy someone else's you will fail as you do not really believe in it. Self belief will cause you to override the circumstances of life and project you into your destiny.