【Entrepreneurship Diary】 開業前の営業

This is an "Entrepreneurship Diary" written by CD, who worked at an agency in Tokyo, documenting the process leading to independent entrepreneurship. We will be sharing the journey to entrepreneurship, realizations, failures, and more as content.

When you have a portfolio, start your sales efforts.

In our previous discussion about creating a portfolio website, I explained that there's a reason for doing it – it's better to focus on 'pre-launch sales' as much as possible. This time, let's talk about that.

Advice from successful mentors in the field.

When I consulted with senior professionals who have actually run agencies and design studios independently before starting my own business, their unanimous advice revolved around 'getting clients.' Even those senior figures who had been able to secure high-budget projects in a thriving industry, received numerous international advertising awards, and juggled roles as jurors and guest professors at universities, all emphasized the importance of 'client acquisition.' This was under the assumption that their skills and experience were already at a high level.

The key takeaway was, 'If you have clients, things will work out.' I hadn't underestimated this aspect, but since I hadn't critically examined my prospects, hearing this gave me a bit of a reality check."

It's Easier to Get on Track with Regular Clients.

It may sound obvious, but ideally, you should have 'regular clients' who bring in work every month, as you need to consider how much you need to earn each month. In fact, if you already have such clients, it might be a good idea to start your business right away. In my case, this is the one area that makes me anxious. The unpredictability stems from long-term clients leaving or uncertain prospects.

During the preparation period, consider 'pre-launch sales' and assume that only 30% of the work will come from you actively reaching out.

Unlike businesses like restaurants with physical storefronts, this industry doesn't rely on customers simply walking in once you open shop. Almost all the work comes from people who know you. In essence, it's about connections. I started building my website over half a year ago for this reason. Unlike the senior professionals I mentioned earlier, some of my friends who are currently successful but struggled in the early stages advised that 'if you start your own business, about 30% of the work will come from your outreach.' Of course, timing plays a role from the client's end, so it's essential to reach out more than once. Therefore, I concluded that 'soliciting with as much precision as possible' is the way to go.

Prioritize thorough and precise sales efforts.

Regardless of how well you get along with clients or how well-respected you are in your industry, the chances of receiving work just because of that goodwill are minimal, perhaps one or two times at most. Everything else, you'll have to secure with your own skills. I don't believe that posting a message like 'I'm open for business, please send work my way' on social media alone will bring in work. (I'll discuss social media separately, but having an understanding of 'what services can you provide in this specific field?' and 'can you fulfill the client's needs?' is crucial for soliciting work. I try to meet with potential clients, ask about their current projects, and inquire if there's anything I can assist with. I create a customer list in advance, contact people who seem likely, and schedule meetings. Afterward, I note the level of interest and status based on their responses, deciding the next course of action.

In summary:

1.Match demand with supply.
2.Prioritize based on the level of interest.
3.Use online and offline approaches depending on the relationship with the client.

Consider the timing of acquiring clients.
As the saying goes, 'Congratulations, you've got a job!' According to my seniors, initially, you will secure the first client order. (I hope this is true!) What's important is delivering excellent work in that opportunity. Equally important is not saying 'I'm too busy to take on work' as much as possible. It's possible that the client extended work because they valued your skills, and saying 'if things are going well for them, it's fine' may not be the best attitude. In that sense, I find it risky to casually reach out to everyone on social media. Instead of reaching out to a broad audience initially, I prioritize and stagger my outreach to different people. Of course, there's also the factor of when people are leaving their current positions. It's better to avoid reaching out when there might be potential trouble. I think of this approach as a way to prepare for other possibilities. Additionally, when talking to someone, if you can identify when they are busiest, you can tailor your outreach to them. For example, it's difficult to get their attention at year-end, and they might forget by then, so it's best to avoid reaching out at such times. Since I have a busy schedule at the end of the year, and it's hard to have a leisurely conversation with people, I plan to pause my sales efforts at the end of November.

Honestly, as a creative person, I'm doing my best with the information I have and advice from others. For now, this is where I'll conclude."