What I am about to write is based on years of experience, lots of good (and bad) relationships, failures, success, and even friendship.
I started my Web Design and Development shop in 2004. It was just me and my notebook, seeking for a new challenge after several years in the Enterprise world (Informix, IBM, Accenture, etc.). I live in Argentina, a country full of talent and convenient rates for companies and digital studios/agencies from around the world looking to outsource their work.
Back in 2004, I just needed one simple and catchy marketing email, a couple of Flash websites to share (everything was Flash by then), and the most important thing… an irresistible $10/hour rate. Two of the five clients I’ve made out from that email, are still my partners today. And that’s not all… we’ve met face to face despite of the long distance, we say hi for our birthdays, we congratulated each other for the birth of our kids, etc. I even got an iPhone 2 as a gift when the new Apple device was first released in 2007! Isn’t that friendship?
But wait, we have had more than 80 different clients/partners since that kickoff email. What happened with the rest? What’s the key for a good long-term relationship? Does it always mean a win-win situation?
If I have to summarize a typical sequence of how a relationship with a new partner (not just one-time clients) evolves from the moment they make contact with us, this is what usually happens…
We start working together in a first project and quite quickly they understand that, apart from delivering good quality work at lower rates, we also have other important attributes:
- We are very good with communication. This includes great non-native English (written and oral).
- We deliver. We don’t miss deadlines.
- We know our tools, we use them, and we are methodical.
- We are online. We know the Internet and how/where to find stuff.
- We are versatile. We design, we code, we illustrate, we do art direction, we animate.
- We are proactive. We work hard. We love what we do.
- We are easy going and flexible. Still, our working culture is not negotiable.
- We have common sense and criteria.
So, suddenly, they realise that we are not just affordable and we can provide much more than a convenient rate. We start getting more and more work, and suddenly we are swamped with dozens of projects.
So far so good, but that’s when things can get really good, or bad enough to end with the relationship. Most common mistake? Ambition… and the fact that their expectations are to keep the same affordable costs but don’t pay for the added value. Clients usually tout a wealthy relationship for both sides, but don’t act accordingly. They don’t take risks and, most of all, they won’t help you grow.
Growth should be mutual, reciprocal. This is very important; you should not forget that you are dealing with skilled and intelligent people that will go somewhere else to find a better partnership if they don’t feel that they are working (and growing) with you.
Compensate them… reward them… care about them. Think about how much value they are adding to your projects, and not just how many hours they are spending on them. Value is the most important asset in a partnership and should be constantly measured.
If you ever start a new partnership or work relationship with another studio, agency, company or freelance, just make sure to look after them and care about how well (or how bad) their business is going. Get involved, make them feel that they are working with you, and not for you!
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