Perfect Match: How to Identify Your Ideal Clients

“If you say yes to every job that comes your way, you risk being so busy on the wrong ones that you cannot take on your ideal job,” says Jodie Carter, director and principal designer at Jodie Carter Design. “I recommend reviewing all your website copy and photos to make sure that everything you put out to the world is speaking to the clients you want to attract.”

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“It’s important not only for the business, but for the clients too. Both parties needs to establish if they’re the right fit,” says Steve Drougas, director at building design firm Concept Studio. “Without establishing if you are the right business for a client, you can create unnecessary pressure and extra work, which can in turn affect the service you offer your existing clients.”

Having the right business tools can also help save time and minimise unnecessary work so you can provide clients with the best service possible. Houzz Pro software allows you to stay on top of leads, communicate with existing and potential clients, create estimates and track payments all in one place.

For Carter, there have been many occasions in the past when she didn’t listen to her gut instinct and took on the wrong client. “I once negotiated with a client on project-management fees because I felt desperate to get the job. It turned out to be a nightmare and I ended up working for months for nothing because that’s what was in our agreement,” she says.

“Everything went wrong; we used their trades and not mine, it dragged on and on, and there were endless discrepancies that had to be fixed.

“Big warning – do not negotiate on your terms of business. You know what you need to run your business and how much you need to be paid. Don’t let a client tell you how to run your business,” she says.

Patricia Wrona (left) and Christina Gomersall (right) at Nook & Sill Interiors.

What questions to ask
Asking a few leading questions can help you get a better idea if a project and client are right for you, says Patricia Wrona, director at interior design firm Nook & Sill Interiors. These include:

• What area are you in?
• Can I see a snapshot or plans of your project?
• Would you like us to send you our design packages?
• When would you like to meet for a consultation?
• What are your expectations when hiring a designer or what is your end goal?

You should also ask yourself a few things when assessing a potential project, says Drougas, including:

• Location: Is this project in an area you are able to service?
• Scope/description of works: Is it the type of work you specialise in and are you able to assist with it?
• Timeframe: Can you deliver the type of service the client needs in the timeframe they require?
• Budget: Does their scope of works realistically align with their budgetary requirements? If not, we always advise the client so they are not investing their valuable time and resources on a project that may never proceed. Keep it real!

For Carter, the budget question can be a potential deal-breaker. “I will ask prospective clients what their budget is and often they will say they don’t know. So I will prompt them with, ‘Do you have a million dollars to spend?’ This will usually get them to give you a number.

“We don’t have a minimum as such, but I know that if they want to do a complete home renovation and they only have AU$200,000 to spend, I cannot help them. We will cull quite a few clients in this way. They just don’t know how much a renovation costs at this time.”

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Red flags to look out for
You’ll usually get a few hints at the outset that a client isn’t right for your business. For Drougas, these red flags are:

• Unrealistic timeframes or build budget requirements: If these are not right or budget expectations cannot be managed, it won’t end well for either party.
• Speed daters: The prospective client has spoken to many other similar businesses and is struggling to find the ‘right designers for them’. If that’s the case, perhaps the designers are not the issue.

According to Christina Gomersall, director at Nook & Sill Interiors, some other red flags to keep an eye out for include:

• Asking lots of questions about their project despite knowing they won’t be engaging us as designers.
• People who have high demands on a low-budget job.
• Those who are not familiar with technology and require multiple revisits to suppliers.

“And remember, you will start the project in the same way that you will finish it. If you have the client trying to lead the project, you cannot win,” says Carter.

“I have this Jedi mantra that I use to help keep me on track:
I am the expert, I am the prize (this is your focus)
I am on a mission to help others (this is your purpose)
I can only do that if you let me lead (you are the expert, remember)
All will not follow and that is ok (detachment – you don’t need every job, you only need the right jobs for you).”