As a budding designer, I was marketing to everyone who was willing to pay for my services. I soon found out, this was not a good idea. Many of my clients early on were those who wanted to nickel and dime me to death, those who did not want my services to begin with – only to get them started in the direction they needed to go and then move on (more on this later). I knew I had to reevaluate when I provided a design layout and after the initial payment was received, the client completely ignored future appointments due to the cost of my services and amount of materials needed to finish the project. Ultimately, it left me feeling discouraged and in search of what to do to make it better. What was it, that I was projecting? What was I not saying in my presentation and position that was not getting through to the potentials?
Thankfully, I learned an important lesson. Everyone is NOT your client. It was a lesson I needed to learn thoroughly and quickly. It is, in this, that I had to focus on the vision for my business. Vision is defined as the mental image of what you want your business to be, based on your goals and aspirations1. A vision statement captures in writing, the essence of where you want to take your business. You use your vision to inspire you or your staff to reach your goals1. One day as I sat down to journal, I made a list of things that I would need to work through and understand before I could move forward in my business. I prayed and went to my journal. I wrote down my business name Elle Davis Design, let out a heavy sigh and saw the vision. **This is a true story but may not happen in this order for you. I believe in the power of prayer and prophetic journaling, and this works for me.
Embodying Long Lasting Elegance (acronym for Elle) – Operating in Excellence
The vision for Elle Davis Design is to provide exquisite designs that are reminiscent of peace, warmth, love and long lasting elegance. I/we, design for homes to be the sanctuary for its resident. A luxurious environment that will truly be their hearts desire.
Elle Davis Design Vision
With this vision, I understand that everyone’s version of elegance is subjectional. However, the statement of luxury and elegance and the motto of operating in excellence, infers that the company is not the design on a dime, interior design studio. There is nothing wrong with design and style on a budget, in fact our standard is quite reasonable, but the expectation is already noted in our statement. There is no guessing that my team and I provide a luxury service.
I also needed to set a standard price list and be firm with my decisions. This is one of the hardest parts of being an entrepreneur. You start to doubt the very ability of your talent. Will clients scoff at my prices, will they find someone less expensive, will I sit dormant waiting to be seen? The answer to each question is, yes! Yes, you will experience each one of these moments and the surprise is, you will be okay. Your business will survive, you will keep going, and most importantly, you will stay focused (me talking to myself) on your vision. Once you have your niche, you will be able to work in spite of what other’s may perceive as slow periods of time.
Your ideal client is out there. You will thank yourself for setting the boundaries of your business. The vision helps to define who your ideal client is. It also helps the client find you as well. Your client will be happy to know that you are well aware of what you represent. The worse thing to happen, would be to find your ideal client and lose them because YOU do not know what you represent or what your goals are.
Not everyone will be a client, but you still may be able to assist. Earlier, I mentioned how I would have a client or two that did not require my services. They just needed a little guidance here and there. You will meet individuals who are destined to DIY and/or figure it out themselves – these are my people, I love them. You may not have a portfolio that adjusts to this but what I have learned, is how I am able to support this type of client through my e-books and online tutorials. I love to share what I’ve learned and put that knowledge to use in other ways.
Lastly and to reiterate, if you are in business, any business, draw out your vision. Align it with your goals. If your vision adjusts over time, that is fine, but do not adjust and then entertain the old vision. Do not work on someone else’s vision for your business, otherwise, you won’t understand why the output is not matching the input. Erase the method of working yourself to the ground. Stay the course and be firm in what you offer. You are the best at what you do but never be to proud to learn something new.
I’m rooting from you. We learn so much from one another!
cite source1 Ref: Business Queensland, www.business.qld.gov.au, Create a Business Vision
