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A Lecture by David C. Baker

Whether you’re a freelancer, staff designer or studio owner, you’ve probably realized by now that doing business and managing client expectations in a down economy presents special challenges—and special opportunities. In this talk, you’ll hear from a world-renowned expert on the business of design on how to develop a more balanced relationship with your clients, in which they need you (for the right reasons) just as much as you need them.

We all know how discouraging it can be to waste time on prospects who really aren't prospects at all, but tire kickers. What are the characteristics of the best prospects, and how can you recognize those characteristics early in the process?

Once you’ve entered into a client relationship, how can you recognize what sort of client you’re dealing with and adapt your approach to better suit their needs—or allay their anxieties? What do our clients really want from us, and how do the pressures of a down economy complicate our interactions? How can we strengthen our client relationships and grow existing accounts even when the economic outlook is grim?

David will help us develop a clear understanding of the control each party brings to the designer-client relationship, discuss how we can shape our role for increased effectiveness, help us strengthen our client presentations, and provide tips on how to grow existing accounts and attract new ones by switching our focus from service to expertise.


David C. Baker is the principal of ReCourses, Inc., and the leading management consultant to the design and marketing industry. He has provided expert advice to hundreds of firms in our industry since 1994. David is a frequent contributor to nearly every design and marketing industry publication, and a speaker at nearly every national design and marketing conference (HOW, AIGA, GAIN, MYOB, etc.). He’s also the author of the RockBench titles Managing (Right) for the First Time and Financial Management of a Marketing Firm.