How To Sell My Graphic Design Online

When starting Logo Geek, it was necessary to fit everything around a full-time job with a fairly long commute. The only available time to work on the business was late evenings and weekends, making it challenging to take phone calls during the day.

Given the limited time, when receiving an email, the response often consisted of a fairly long template that provided an overview of the design process, a price, and an estimated delivery time. This allowed for quickly copying and pasting the response, with minor tweaks to personalize the email. Although this approach felt somewhat impersonal and less effective than a telephone call, it worked more frequently than expected and, with the ability to take on only a couple of projects at a time, it was sufficient to remain busy.

As the focus shifted to running the logo design business full-time, the approach to sales changed significantly. Initially, having a day job meant that money wasn’t a primary concern, so an impersonal approach, while not ideal, didn’t cause much worry. However, once designing logos became a full-time endeavor, every inquiry became an important opportunity, making it essential not to lose any potential business.

When someone reaches out, it’s likely they have also contacted other designers. Some clients may look for the cheapest option, but most are seeking the best they can afford. Each interaction becomes an opportunity to demonstrate expertise and build confidence that the designer is the right person for the job. When receiving an email inquiry now, a short, personalized response is sent, expressing excitement for the project and asking if the client is available for a call to discuss it further.

Selling Graphic Design Online

When speaking with a client, it’s common to start by picking up the phone and, with a positive tone, greeting the client by name and confirming if it’s a good time to talk. Once the conversation begins, asking a simple question like, “Do you want to discuss how I can help?” opens the door for the client to share their needs and feel heard. Listening carefully, taking notes, and discussing the design process helps build a strong connection.

When the topic of price comes up, a clear explanation of the cost is provided, along with details about the payment structure, which typically involves 50% upfront and the remaining 50% upon approval of the final design. After presenting the price, it’s important to remain confident and resist the urge to reduce the cost without cause.

Depending on the client’s response, the conversation can go in different directions. Ideally, the client will want to proceed and inquire about the next steps. Sometimes, they may need time to think or consult with a business partner. In these cases, a proposal document is sent to assist in decision-making.

If the price exceeds their budget, it’s perfectly acceptable. It’s often helpful to inquire about the budget they had in mind, and if it’s reasonable and the project is of interest, negotiation may be possible. However, if not, providing helpful guidance and wishing them well can leave a positive impression, leading to future opportunities.

Maintaining a friendly and helpful demeanor has proven to be beneficial. Even when the price is initially too high, clients have sometimes returned after securing the necessary budget, thanks to the trust established during the conversation. Being respectful and helpful to everyone, regardless of the outcome, is always a wise approach.

There’s a common recommendation to discuss the budget early to avoid wasting time, but investing 15 minutes into understanding the client’s needs and explaining the process before discussing price can make a significant difference. It helps the client understand why the service is worth more than cheaper alternatives.

Determining Pricing

When starting out, it’s common for logo designers to earn less, as they are still building experience. Every opportunity should be seen as an investment in the future. Initially, opportunities can be more valuable than money, and gradually increasing prices as skills improve is a natural progression. Eventually, when a solid portfolio is established, clients will be willing to pay what the designer deserves.

There’s a wide range of pricing in the logo design market, from a few dollars to millions, and determining what to charge depends on individual circumstances such as process, experience, and location.

Some designers prefer to take on fewer high-paying projects, while others complete multiple lower-priced projects. The pricing strategy should align with how one wants to position themselves in the market.

There are various ways to price projects, and while some designers charge a fixed price, others tailor the price to each client based on the value of the project. What works for one person might not work for another, but finding the right approach comes with experience.

For instance, a mid-range pricing strategy may involve taking on two projects per week, which allows for a comfortable living. Simplifying the process with a fixed pricing structure can be effective, but it’s also wise to adjust prices based on factors such as company size, project complexity, and personal workload.

When workload is high, it can be beneficial to quote a higher price to manage demand. During slower periods, lowering prices to close sales might be necessary, as long as the price remains profitable.

Working Out a Fixed Cost

Start by determining a base price, which is the minimum amount required to cover living expenses. Knowing this base price allows for adjusting prices upward when possible, but ensures that charging less than this doesn’t happen.

Calculate the base price by understanding how much time a typical project takes and multiplying it by an hourly rate. Although not charging by the hour, having a sense of the average time spent on a project helps in determining a suitable project price.

For example, if earning £100k annually is the goal, divide that by 10 to account for time off and non-billable tasks, resulting in a monthly goal of £10k. Then, divide the monthly goal by the number of hours worked per month (e.g., 160 hours) to calculate the hourly rate. In this case, £10k divided by 160 hours equals an hourly rate of £62.50.

By multiplying the average time spent on a project by the hourly rate, a base project cost is determined. For instance, a project that takes 24 hours would result in a base price of £1,500. This price can be adjusted to ensure profitability.

Charge Per Project, Not Per Hour

As experience grows, efficiency increases, making hourly rates less practical. Raising project prices over time allows for continuous growth, regardless of how long a project takes. Setting a fixed project price simplifies things and enables designers to consistently increase their rates.

Understand Market Position

Understanding the market is crucial. While clients may shop around, knowing where one stands in comparison to others helps with pricing and positioning. Regularly researching the market ensures competitiveness and relevance.

Logo Design Proposal Document

After a successful call, clients may need to discuss options with others in the company. Sending a proposal document helps increase the chances of standing out from competitors. A professional proposal can demonstrate the value offered, helping to secure projects at higher price points.

The proposal typically includes an introduction, an overview of the process, how the designer can help, pricing, timescales, deliverables, testimonials, portfolio examples, and contact details. This document is distinct from the formal contract, which is sent once the project is confirmed.

Contracts

Contracts are essential for outlining the project scope, deliverables, payment structure, and terms of agreement. They provide protection for both parties. Modifying contract templates to suit individual needs is recommended.

For example, a contract may include provisions for archiving a project if feedback isn’t received within a certain timeframe, ensuring that control is maintained. Similarly, contracts can protect against clients who delay payments or try to avoid settling final invoices.

Invoices

Before starting a project, sending an invoice ensures that payment arrangements are clear. Typically, a 50% deposit is required upfront, with the remaining 50% due upon project completion.

The invoice should include an identification number, contact details, a description of the charges, the amount owed, and any applicable taxes. Organizing invoices in a way that tracks projects is essential for managing finances effectively.

Spotting Red Flags

Speaking with clients early on helps identify any potential red flags. Clients who exhibit problematic behavior during the initial call are likely to continue that trend throughout the project. Trusting instincts and declining work when something feels off is a smart way to avoid trouble.

Learn to Say No

Not every client will be the right fit, and it’s important to remain confident in pricing. Reducing prices to match lower-quality competitors is unnecessary. Offering a high-value service should come with appropriate pricing, and saying no to clients who don’t see the value is perfectly acceptable.

Pay Taxes

When earning money from design services, paying taxes is a legal requirement. Understanding local tax regulations and setting aside funds to cover taxes is crucial to avoid financial surprises.

Operating as a sole trader or a limited company, depending on location, comes with different responsibilities for record-keeping and tax payments. Consulting an accountant can simplify this process.