A Guide On How Freelancers Can Compete Against Large Design Studios
Written by Jacob Cass on Sunday, June 22, 2008 – 10:00 pm
In this guest article, Jeffrey Way* talks us through the problems associated with being a lone freelancer when competing against the big brick and mortar design companies. He then shows us that we can actually compete against these large design studios by providing the best customer experience possible.
Let’s face it, being a freelancer is just plain tough. In what other arena is one person responsible for answering the phones, balancing the books, paying the bills, designing the website, creating the graphics, and working with the customers throughout the entire process? Yet, despite our amazing ability to juggle all of these duties, we still face one large barrier. We don’t have that glowing brick building that somehow screams, “We are a successful company!” As a result, it can be difficult to “capture” large clients.
We Have To Beat the Big Guys
Today, freelancers are becoming more and more prevalent. Why not? It is a fantastic job. We set our own hours, we take on only the jobs that we desire, we have artistic freedom, etc. But, the biggest gripe I hear repeated time and time again is the fact that the main client pool consists of people with tiny budgets. You also may want some tips on how to get your first job.
We’ve all done the local work for far less than we would normally charge. We’ve all received the email from the guy that needs an E-Commerce website for $200.” We’ve all had the regrettable experience of taking a job against our better judgment. When our stomachs are screaming, “Don’t accept this job!”, we ignore it and must ultimately deal with the repercussions: the man with the $150 budget for business cards that expects you to work around the clock; the person who promised he would pay you only to suddenly change his mind a week later. Do you know how much the average graphic designer earns?
Quite simply, the small jobs don’t pay the bills. In order to succeed, we have to beat the big guys. Who are the big guys, you ask? I’m talking about the established design firms in those “brick buildings” that do exquisite work. But, how do you stand out when you’re the shortest guy in the room?
What can we offer that they can not?
To truly be content and financially secure as a freelancer, we must be able to grab the large clients. But bottom line, why would a financially stable company go with a freelancer when they can easily choose a more reputable firm? To answer these questions we must look at our strengths.
What can we offer that they can’t? There are a few constants. First, we most likely won’t be able to out-perform a team of designers as far as “chops” are concerned. I believe we can equal that level of quality, but won’t be able to stand out in this respect. Second, we can out-price them, but cost typically isn’t as big an issue with large corporations. So, how do we beat the design firms?
Customer Service
Think to yourself: What is my main gripe, as a consumer, with large companies? My first thought goes to my bank. I called them recently to remove an erroneous error only to be put on hold for thirty minutes. When I finally did speak with a human being, he most likely lived in another country and had little, if any, interest in my situation. They, like many large companies, have terrible customer service! We can use this to our advantage.
Nine times out of ten, a prospective client doesn’t know exactly what he wants. He doesn’t know the jargon or even how to communicate a semblance of what his company desires. This is where we can rise above the larger design firms.
Act As a Guide
It may require a bit more work, but it ultimately gets us the contract. New clients are weary about the entire process. It is foreign to them. If we act as a guide, we can take their hand from beginning to end and provide them with the comfort of knowing that someone is looking out for them every step of the way.
If they have a question, they can directly call us - no receptionists, no programmer that doesn’t know the full details, just one person. In my experience, this has been vital to my success.
I’m a firm believer that customer service is what has gotten me every single big client that I have. There will always be an individual or company that can do the job better. As much as this agitates me, I accept it. To stand out, we must focus on our unique “freelancer” strengths.
Use Deadlines to Your Advantage
What you’ll find, if you haven’t already, is that deadlines are a very real issue with corporate clients. They must have a job completed by a certain date, no questions asked. The only problem is that they very rarely have all their ducks in a row.
They have sudden changes that come from corporate which require immediate revisions. Who is going to make these changes in the middle of the night in time for that presentation Monday morning? They know that the successful Firm X designers won’t be at work until Monday morning. But, Freelancer Y is a single ring away and will be happy to fix it at midnight. Yes, I’m talking about you, fellow freelancers!
How do I personally get big clients?
How do I personally “reel” in a big fish? First, I will work on weekends when the bigger firms are closed. Second, I will give a client my personal number and tell them to call me immediately if they think that they might have a question. Third, I’ll pick up the phone on the first ring - whether that is at two in the afternoon or four in the morning. When a client knows that he can rely on you no matter what, you begin to stand out in a big way! Editors note: First ring is pretty freaky!
I will close with a portion of an email that, just a few weeks ago, secured a very large client’s business.
“I truly hope you’ll consider me. If you have not already heard from other divisions in your organization, I will be personally available to you 24/7. If you need a quick change to the site at 10:00 at night, it’ll be taken care of. If you need me to communicate with your print designer in the very early morning, it will be taken care of. Relieving you of as much stress as possible is my goal - and I always achieve it.” Please don’t hesitate to call me personally if you have any questions. I’ll hope to work with you soon.
The client called me later (without ever being put on hold, I might add) that day and said, “Let’s do it!” Was it my “web chops” that got me the job? Nah, any developer can code a site. My “customer service chops” got me the job.
*Jeffrey Way runs DetachedDesigns, and has had clients ranging from Nashville Music Publishers to Harvard University.
Spread The Word:
StumbleUpon | 
del.icio.us | 
Design Float | 
Digg | 
Design Bump
Related Articles:
20 Responses
to “A Guide On How Freelancers Can Compete Against Large Design Studios”
2 Trackback(s)
- Jun 23, 2008: Check Out This Great Post On Freelancing And Customer Service | Kevin Boss
- Jun 24, 2008: How Freelancers Can Compete With Large Design Studios — openswitch
Subscribe by RSS
Subscribe
By Jeffrey Way (12 comments) on Jun 23, 2008 | Reply
Hey everyone, I’m the author of this article. I wanted to say a couple things before the discussions start.
First, I apologize that this article was also posted on FreelanceSwitch. I had no idea that they were going to use the article when I sent it to Jason.
Now, about the article. This concept of anytime service is just that…a concept. Please don’t take it literally. Although I would be glad to help a client who pays be $100 an hour at 4 in the morning if it was an emergency - such things would never happen!
The main idea that I’m trying to get cross is that customer service is a way that you can earn the business of huge clients.
By Sarah (10 comments) on Jun 23, 2008 | Reply
While a lot of this post is true, if you are to have any kind of social life away from the computer, which is very important otherwise you’ll burn yourself out, it is unrealistic to be expected to be sat at a computer 24/7.
I had this ethos at the beginning which came to an end when a client demanded, while I was on holiday in a remote part of Spain, that I found the nearest internet cafe to make a 20 minute amendment to his site, the international phone calls, the cost of the internet cafe and texts back and forth did not cover the cost of the actual update and becomes unreasonable.
Clients need to be set boundaries, let them know that you will go above and beyond normal customer service but there must be limits that come with it, otherwise, it’s just not healthy.
By Jeffrey Way (12 comments) on Jun 23, 2008 | Reply
Sarah - Refer to my first comment. I would never provide this service to anyone but corporate clients. From my experiences, I’ve never had to work 24/7 for any of them….they want time off too!
The way I look at it - If you want me to be available to you at any time, then no problem; but you better expect to pay for it!
By Minneapolis Web Design (1 comments) on Jun 23, 2008 | Reply
Very interesting article. It’s true if you want to catch a large account you must offer something no one else can (or would want to in some cases).
The best result of all this is that you not only have a chance to gain that first job from the client but you have a greater chance of scoring their 40th job.
Thanks for this!
By buzu (1 comments) on Jun 23, 2008 | Reply
I think the best we can offer to our clients is the personal attention. “You’ll never be ‘attended’ by a machine”.
By krys (1 comments) on Jun 23, 2008 | Reply
Very intresting article, thak you for it
I’m a freelance too, and learn lot from this guide.
By rikard wiberg (1 comments) on Jun 24, 2008 | Reply
Warning, some kind of advertising!
I agree with you and Jacob’s previous thoughts about Spec Jobs, or “200-dollars-work” as you called them. If you start doing that, it will be hard to get big and well paid jobs.
Consequently your article was extremely good and right on target. Good work!
I want to promote my own site - close to this topic - Mypitch.com.
Yes, it is a advertising contest site like many others, but instead of 200 dollars,good ideas will get between 3,000 and 5,000 euros. A lot more money.
We love talent people and belief not everyone work on the big agencies. And maybe it’s hard to find clients out there.
Why not take a look at Mypitch.com? We want you, our well-known clients want you and maybe you need us…
Send me an email, rikard.wiberg@mypitch.com, if you have any questions.
ADVERTISING MESSAGE OVER
bye. Rikard
By Chad Swaney (7 comments) on Jun 24, 2008 | Reply
Some great ideas. In my “day job” I am the person on the vendor side deciding which firms to hire for certain design jobs, and I will tell you that we almost always end up going with a small freelance firm for design work; in fact, I have overheard our CEO specifically asking that we look for small, independent freelancers, citing many of the reasons that Jeffrey listed.
By Mirko (6 comments) on Jun 24, 2008 | Reply
The real question is to me: do I really want to get big companies as clients? My answer is no, I try as much as possible to escape the heavy procedures, multiple useless meetings,…
Mirkos last blog post..Interview with John Campbell, the man behin Design Bump
By Brian Mays (1 comments) on Jun 24, 2008 | Reply
I enjoyed this article. Lots of little nuggets for many freelancers to use.
In the last year I’ve begun to encourage designers not to refer to themselves as “freelancers” because of the “free” portion of that title. I’ve become an advocate of referring to oneself as “self-employed” or “independent.”
By Jeffrey Way (12 comments) on Jun 24, 2008 | Reply
@Mirko - I somewhat agree with you. Dealing with “corporate procedure” is unbelievably painful. On the other hand, I make much more money through them than I ever would working with a local independent client.
By Steve O (20 comments) on Jun 24, 2008 | Reply
Good points Jeffrey - I’ve used them all!
I can understand Mirko’s attitude to big companies, but getting those big names in your portfolio shows others that you can handle the larger jobs and beat the big studios. In the long run you will get more enquiries, many from smaller companies. So the odd big job can improve the flow of smaller ones meaning you get to do the work you prefer most of the time.
Also, if you are looking for a permanent position after some time self-employed, those larger projects will help immensely.
By barry (3 comments) on Jun 25, 2008 | Reply
Unless you don’t have much of a social or family life and your 100% commited to your work, I think it’s unrealistic to promise 24/7 support.
On the other hand, if you can provide that, I can understand why your service would seem so attractive to potential clients of any size.
Just wouldn’t want to be in your shoes when a client from another timezone rings you at 4 in the morning wanting you to resize some text or adjust the layout.
barrys last blog post..berlin
By Jeffrey Way (12 comments) on Jun 25, 2008 | Reply
@Barry - See the very first comment. I agree with you.
By Lucinda Thompson (7 comments) on Jun 25, 2008 | Reply
Brilliant article, thanks for posting.
I think that the customer service part is very true, big agencies sell themselves on the fact that they are so huge and there is more than one person working on your project, but you have one account contact, and in my experience when that one contact goes on holiday no-one else there seems to know what is going on - leaving your project on hold until the contact returns.
If you want to attract bigger clients then customer service is a huge selling point. But as Mirko mentions do you want bigger clients? That could be a blog post all on it’s own…..
By Thomas Wright (8 comments) on Jun 26, 2008 | Reply
Great article.
This 24/7 style customer support is crucial when the client is a loosely grouped entourage as is often the case with community websites. I eventually got myself an email capable smart-phone and it’s been incredibly useful.
By liam (33 comments) on Jul 3, 2008 | Reply
These are some very inspirational points and ideas, I can’t believe I missed this post! I completely agree with the fact that working with a freelancer is more personal, and the client will get to know the designer a lot more as a freelancer. Agency designers are more distant and only available within restricted hours.
You spend a lot more time communicating as a freelancer I think, as usually you are solely responsible for most aspects of the project.
liams last blog post..Free Icons: Function Icon Set, 128 Completely Free Icons
By modemlooper (33 comments) on Jul 3, 2008 | Reply
The real reason you can score is time and money. Freelancers usually have less on their plates and can charge a lower rate. Also people might be looking for a certain style that you are known for.
I think freelance work comes out better because it all on you its your art not that of an agency.
modemloopers last blog post..Basic Design Tips