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\u201cHit another home run\u201d, \u201cWhat\u2019s on deck?\u201d and they just \u2018threw a curveball\u2019 are just a few of the many baseball metaphors that are used in business. Some other worn out clich\u00e9s include: \u2018step up to the plate\u2019, \u2018swinging for the fences\u2019 and \u2018striking out\u2019. My favorite baseball business metaphor however is \u2018touching base\u2019. This by far is, to me, the most important one. Staying in touch with clients and following up on open-ended contract negotiations or pending projects is a critical business skill all in itself.<\/p>\n
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When you are running a small operation or business, and by small I mean 1-25 employees, more often than not, you are going to be wearing many different hats. While I\u2019m the creative director and lead designer at my design company, I\u2019m also the Chief Marketing Officer and more realistically, most often just a sales guy. An account executive assigned to a particular client. In my case, I\u2019m account executive for all of my clients.<\/p>\n
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The rush of receiving a signed contract by fax or email is hard to describe, but I bet that Wall Street stock traders can identify. What no one sees or knows about is how much time and effort went into closing the deal.<\/p>\n
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One of my favorite movies of all time is Glengarry Glen Ross. In it,\u00a0 \u201cBlake\u201d, played by Alec Baldwin (in his best performance ever) tells the sales team: \u201cThese are the new leads. These are the Glengarry leads. And to you they’re gold, and you don’t get them. Why? Because to give them to you would be throwing them away. They’re for closers.\u201d<\/p>\n
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He goes on to tell Shelly Levine (brilliantly played by Jack Lemon) to \u201cPUT THE COFFEE DOWN\u201d, \u201cCOFFEE\u2019S FOR CLOSERS\u201d.<\/p>\n
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Are you a closer? Do you get \u2018them to sign on the line which is dotted\u2019?<\/p>\n
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Like anything else in life, some are easier than others. Some clients will come to you so highly recommended that they just want to get the project started asap. Others come with the baggage of having been burned before or had a website held hostage by a rogue web developer. Others are just difficult and require high maintenance and lots of hand holding. Whatever the type of client it is, you must exercise patience.<\/p>\n
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I typically follow up every few weeks with an informal email stating that I\u2019m \u2018checking in\u2019 \u2013 its only fair that in the realm of Project Management, that you should be able to forecast somewhat what your staff\u2019s workload will be and factor in any vacation time or conferences and just confirm availability in general. My emails are about the client, not about me. I make sure to ask if:<\/p>\n
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A)\u00a0\u00a0 Is the project still on the radar?<\/p>\n
B)\u00a0\u00a0 If so, how \u2018hot\u2019 is it?<\/p>\n
C)\u00a0\u00a0 Can we schedule a conference call (if necessary)?<\/p>\n
D)\u00a0\u00a0 Has the launch date or completion date been pushed back?<\/p>\n
E)\u00a0\u00a0 And I also mention that I will \u2018touch base again in a few weeks\u2019<\/p>\n
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I like to use a large whiteboard to keep track of projects in several different categories:<\/p>\n
A)\u00a0\u00a0 HOT projects<\/p>\n
B)\u00a0\u00a0 Pending Projects<\/p>\n
C)\u00a0\u00a0 Holding Pattern Projects<\/p>\n
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HOT Projects are well, hot. Those are jobs where the client is engaged, and we owe THEM something. Holding Pattern Projects are jobs where the client owes US something, usually content, and we do follow up with them to avoid projects from dragging out to long, but again we are already engaged and the gears are turning. It\u2019s the Pending Projects that I focus on in follow up emails. I don\u2019t usually call repeatedly (may be too intrusive\/desperate sounding) but I do send out \u2018blips\u2019 via email. A \u2018blip\u2019 is like the \u2018blip\u2019 on the radar of a submarine. You are just letting the client know that you are still interested in the project and are wondering if they are too. It\u2019s a fair question. Time is money. Their time and your time is money.<\/p>\n
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The goal here is to finalize a contract, send it over, and get them to sign it so that you can begin work.\u00a0 I wouldn\u2019t recommend going into a working relationship without getting it in writing. You\u2019d just be asking for trouble. Any good client will appreciate a well thought out agreement, complete with deliverables and a production schedule. And of course a contract implies that it\u2019s a win-win for both parties involved.<\/p>\n
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This process may drag out over a period of 3-6 months. Its not unheard of. Often times its not about you or your firm, or your proposal, but its about the internal dragging of feet at the client\u2019s company. Who knows what the reason is, its basically not your concern. You are ultimately powerless over whether or not your firm is selected. What you can control however is how often you \u2018touch base\u2019 and follow up. Its an art-form. Too little, and it implies that you are aloof and not concerned. Too much and you lose leverage and appear desperate.\u00a0 How frequent you \u2018blip\u2019 is something that may change with each client, and that you\u2019ll develop a feel for over time. It comes with experience.<\/p>\n
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Sound like a lot of work? It is. Clients and deals aren\u2019t going to just get slid under your door like a hotel checkout bill. It\u2019s going to require a lot of effort on your part. Next time you see a successful small business, or in this economy, one that is surviving, just think how easy they are making it look. That just means they are working like mad behind closed doors to make deals happen. They are \u2018batting 1000\u2019. They are closers. And they get to drink the coffee.<\/p>\n
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RESOURCES:<\/strong><\/p>\n \u00a0<\/strong><\/p>\n Golf and Other Bad Metaphors for Business<\/strong><\/p>\n https:\/\/rainbows.typepad.com\/blog\/2012\/04\/golf-and-other-bad-metaphors-for-business.html<\/a><\/p>\n <\/p>\n How to Follow Up with Potential Clients<\/strong><\/p>\n https:\/\/www.creativepro.com\/article\/how-follow-up-with-potential-clients<\/a><\/p>\n <\/p>\n Creating Great Follow Up With Your Clients in 7 Simple Steps<\/a><\/strong><\/p>\n https:\/\/www.followupsuccess.com\/2009\/04\/28\/creating-great-follow-up-with-your-clients-in-7-simple-steps\/<\/a><\/p>\n <\/p>\n<\/div>\n ———————————————————————————-<\/p>\n <\/p>\n Ramon has over 19 years of experience in award-winning, market-proven, print collateral, marketing material, iphone\/ipad app and website design specializing in corporate identity and branding. Ramon\u2019s passion for entrepreneurial design was borne out of 10 years as Creative Director for Jay Walker at Walker Digital, the Stamford based idea laboratory and business incubator holding over 300 US Patents. Ramon served as Senior Art Director on the start-up launch team behind Priceline.com, a Walker company and invention. Most recently, Ramon’s logo and identity work was selected to be published in “Typography and Enclosures” the fourth book in the Master Library series by LogoLounge.<\/p>\n Need help with your brand identity or want to overhaul your existing brand? Contact:ramon@server.peraltadev.com\/peraltadesign<\/a><\/p>\n <\/p>\n