EXPANSION
Your goal is to obtain the ability to serve clients you can’t serve now. You do this by offering new services, rethinking your workflow, adding technological assets, delegating, developing ways to take on more work, etc.
Self assessment is key. Identify directions for improvement. Learn about your competition. See what you can learn and improve upon. Ask yourself: How can I provide a better product and experience for the clients?
Invest in the right equipment. Will this investment improve my workflow, saving time?
Will it improve my product, quality and value?
Will it draw in work that will pay off the investment?
When starting out it is better to stay in the safe zone, investing where risks are low. For example: small investments in “additional services” you know are in demand. As you grow you can expand more boldly.
PRESERVATION
A happy client does not necessarily mean a returning client.
Ask yourself: How do I get past clients to work with me again?
Investing in your existing client base increases the chance of repeat business, as well as new business.
Keep in touch with clients, be supportive, offer deals to returning clients. Start an online newsletter, meet clients in person, go to clients’ events. Give added value—additional help aside from the work. Reflect and learn to read between the lines what each client wants.
THE BOTTOM LINE...
is that your talent can take you places. But if you thoughtfully invest in branding, business relationships, expansion and preservation, you will reach further, faster.
MAOR APPELBAUM is an internationally acclaimed mastering engineer. He has mastered thousands of records and worked with artists such as Faith No More, Yes, Rob Halford, Walter Trout, William Shatner. Appelbaum gives lectures about mastering and career development. mappelbaum@gmail.com, maorappelbaum.com
HUSH PAZ holds a Tonmeister degree (University of Surrey, U.K.) with 10 years of experience as a freelance producer, engineer and business owner. hushpaz@gmail.com, hushpaz.com
