Three types of clients

There are three types of clients out there.

Not more.

Not less.

Just three.

Ok, I just made that up.

Maybe there are more.

Maybe less.

Either way.

So the first group of clients consists of people who know your value, what your work is all about and are willing to pay what you’re worth.

Unfortunately, these are the kinds of clients you’re rarely going to meet.

Unless you’re already famous in your field, a rock star and have a pretty strong brand.

And then you have a second group of clients who know your worth, what your work is all about but are not willing to pay what you’re worth.

It’s almost never a good idea to start arguing with those clients.

Or to start working with them.

They’re almost never worth the hassle.

They have millions of special requests.

And if you agree to work with them on their terms (because you’ll never be able to convince them to work on your terms) all of these special requests will annoy you even more because you already feel like you got a bad deal.

And then you have the third type of clients.

This is the type of clients you’ll probably encounter the most.

Especially when you’re just starting out and don’t have a strong network yet.

The third group of clients consists of people who have no clue about what you’re worth, what your work is all about and why your price seems too high.

Those will be most of your clients.

And he only thing these people know about the project is the end result they want.

And that’s already about it.

They don’t know a lot about all the steps involved.

They basically don’t know anything about it.

As these will probably be most of your clients it’s important to understand that you’d have to educate them about the work you’d have to put in.

The different steps involved.

The time involved.

Pretty much everything.

Also why the price for your work might seem so much higher than everything else they saw online.

For example for most people a book cover from Fiverr is the same thing like a book cover from a professional designer.

I’m not talking about the artistic value.

I’m just talking about the end result.

So why pay $500 for a cover instead of $5?

What’s the difference?

Well, a book cover for $5 is usually made out of a simple template.

Or a simple copy of an already existing cover.

The work will maybe take half an hour.

Or maybe one hour max.

That’s why it’s only $5.

But if you tell a professional designer to create your book cover she will probably read your book.

Or ask you millions of questions about it.

To come up with a completely unique and new design.

And in most cases not just one.

But probably many different ones.

Totally different ones.

Which will then be narrowed down and fine tuned together with the client.

The work will probably take an entire week.

Or maybe even two.

And you know what?

Most people have no clue about these things before hiring you.

They just see the end result.

A book cover.

And the $5.

Or the $500.

So it’s up to you to educate them about it.

About the different work that goes into creating a $500 cover and a $5 cover.

And what they’re going to get for each price.

And if they want a $5 cover that’s good also.

Tell them where they can get it.

Recommend them people who can do it for them.

This will do two things…

They won’t remember you as the guy who to tried to rip them off with a seemingly overpriced prices.

And instead they will remember you as the guy who educated them.

Who helped them to understand things better.

Who then pointed them to the right offer.

Even if it wasn’t your offer.

And guess who they’re going to recommend next time anyone in their network is looking for a professional designer?

Guess who they’re going to call when they need a professional book cover for their next book, or design, or app, or website or whatnot?

Right.

They’re going to recommend you.

They’re going to call you.

Because you helped them.

Educated them.

And pointed them to the right offer.

And that’s how you build your brand.

Your reputation.

And your network.

That’s how you go from type 2 and type 3 customers to type 1 customers.

To customers who know your worth and are willing to pay what you’re worth…

If you want to read, watch or listen to more of my stuff, please also check out Coffee (or Tea) with Yann. This post appeared first at yanngirard.typepad.com.