Which Clients Matter More: New vs. Existing?

By Addison Duvall. in Freelance. Updated on August 7, 2024.

If you’re a freelance designer serving a target market that seems to be shrinking or not providing you with quite enough business, maybe it’s time to change up your client base.

This can be done in a number of different ways, but usually involves making a decision about whether to seek out new clients or upsell and strengthen your relationships with the clients you already have. We go over the pros and cons of each strategy so that you can determine which is right for you.

In the meantime, check out some of these freelancer-client relationship posts previously published:

Market Health

In the past decade, the design industry has been both a buyer’s and a seller’s market. More individuals and businesses are seeking professional design services, while the number of working designers has also increased. This creates abundant opportunities for designers who specialize in a specific niche.

To refine your client base, regularly assess whether your current clients align with your desired market niche. If they don’t, it might be time to let them go and focus on attracting clients that better fit your expertise and goals.

Finding the right clients is essential for business growth. Explore trust-building strategies for small businesses to establish strong relationships. Additionally, consider implementing strategies for attracting ideal clients that align with your design niche. With countless potential clients out there, the right approach can help you thrive in the competitive design market.

Focusing Outward

Focusing on acquiring new clients requires more time and effort in terms of marketing and reaching out. But it can result in a more lucrative freelance career. Not just because you can raise your prices with ease as you accrue experience, but also because you’re constantly exposing yourself to new people to work for, who also bring with them new possible opportunities.

Say you do some work for a brand new client that’s really nothing special. But that client happens to be closely associated with another influential person in your niche that you’ve been dying to be introduced to for a while, but who has eluded you thus far.

Well, impress client A enough and scoring an introduction to potential client B will be a breeze.

Shrinking Budgets

Sometimes, clients cut back on the number of design services they accept due to financial reasons. In this situation, it’s helpful to seek out new clients, rather than simply hoping your current clients pick up steam again.

This way, you’re not left hanging if one of your important sources of income suddenly dries up, which I’ve seen happen to a lot of designers. The moment you catch a whiff of things heading south, dust off your business cards and find some new business.

However, do keep in mind that the best clients are always the ones you form real relationships with. If you’re not doing your best to provide value and create a raving fan in each new client, then there’s no point in seeking out new business.

You’ll get stuck with one-offs and clients who don’t really care about you. They see you as merely a commodity – an Adobe technician for hire – which is the absolute worst place for a designer to be. Commodities can’t negotiate or make a good impression, and they always must take whatever work or compensation is offered.

Getting Referrals

Don’t overlook the potential of your existing clients when it comes to growing your business. You can encourage them to refer you to others by providing additional value that shows appreciation for their loyalty.

Since you already have established relationships with your current clients, it’s easier to request client referrals. However, many designers hesitate to ask, fearing rejection or feeling it’s an imposition. In reality, most clients are willing to help when they’ve received exceptional service.

Occasionally, you might encounter a client who is reluctant to refer you, which can be a sign to reassess the relationship. Remember, leveraging client testimonials and asking for referrals are integral parts of the freelance process. If a client is unwilling to provide this support after benefiting from your services, it might be time to move on and focus on clients who recognize your value.

Conclusion

In conclusion, choosing between new clients and existing clients is a matter of personal preference and what makes sense for you. It all depends on your individual situation and the relationships you have with your clients. However, it’s wise to always maintain a watchful eye for new opportunities, so you won’t fall victim to any sudden, nasty surprises.