t is one of those familiar queries. Sometimes through an email, sometimes over a phone call.
“We are looking for an agency to undertake our ______. Requesting you to please share your best quotation at the earliest.”
That’s the polished version. Sometimes it’s a random WhatsApp message: “Do you guys do brochures? How much?”
While being appreciative that someone took the time to find us, we almost always know this will go nowhere. Behind the query is a person shopping for a vendor — probably talking to three more, maybe ten, to compare quotations.
The main selection criteria? Costings. Comparing all apples, ignoring the orange.
The relationship between client and studio is not as simple as purchasing from Amazon. We are not here to offer special discounts or first-month-free trials. Given limited time and resources, and genuine care about who we work with — we have to make decisions on who we choose. The shopping process is bi-directional. The first phone call, the first meeting, the first exchange of emails — these pretty much determine whether we would want to take up a job or a client. Money is usually not the main factor.
What makes me say no on first impressions?
“Is this a good human to work with?”
Pragmatic and disciplined introverts, creative and spontaneous extroverts — both are equally good clients. What I can’t work with: self-centred, impatient, borderline abusive people. “Produce 3 options and send it to me tomorrow morning — non-negotiable.” Just because the client is always right.
“Is this a good human worth investing time in?”
Beyond personality, I look for vision. Even in a small project, a person with real potential can clearly communicate what the final outcome should be — and will take full ownership to make it happen, rather than just being a messenger for their supervisor.
One of the best clients I ever had was a regional marketing director at an MNC. I first met her when she was a door-to-door sales consultant, needing brochures too small for the big studios. Our relationship started there. Somehow, I knew this was a good human to invest time in.
It doesn’t matter too much which organisation someone works for, as long as payment is assured at the end. Organisations with notorious cultures sometimes have good people — though they don’t tend to stay long. That’s a plus too. People move, and from there, new clients are found.
“Is this a good human to spend time with beyond work?”
Sometimes, it just clicks. The chemistry. Although, admittedly it doesn’t always happen during first impressions.
Sometimes it just clicks. The chemistry.
The people I find some real connection with are the best long-term relationships. Clients who become friends. People I wouldn’t mind spending time with beyond work — over coffee, at a café, at each other’s homes. A good retired client of mine became my obscure art-house DVD exchange buddy. That meant a lot before the days of torrents, in a country with heavy censorship.
There are always people who argue about keeping professional boundaries. Sometimes a blurred line is a good thing — when both parties genuinely want each other to do well, and going the extra mile becomes a norm in the relationship.
I graduated in Economics. Not design.
I remember studying relative scarcity in Economics 101 — there’s always a limited supply in relation to demand. There’s an abundance of marketing managers in the market. There’s only a handful of good people. There are too many agencies and studios and consultancies and freelancers. Again — only a handful of good people.
An ex-client, now a friend, did a handover meeting when leaving his organisation. He introduced us to his successors:
“These are good people. Please take good care of them.”
Perhaps the best compliment we have ever received from a client.
Good people. Good humans.
