As an entrepreneur striving for success, you will learn a lot at the start-up phase. You may even fail in some areas along the way. I did. However, deciding to view my failures as valuable lessons helped me enormously, and the experience I gained from establishing my communications consultancy can help other start-up entrepreneurs – no matter what industry they are in.
Having the expertise and knowledge in your field is ideal, but nothing works better than a healthy dose of passion. Do not be embarrassed to show how engaged you are with your business – you can talk enthusiastically about a venture while still being professional. Many clients have told me one reason they enjoy working with me is because they can sense the passion I have towards communications and marketing and helping businesses communicate what they have to offer in a better way. This is why I advise clients to work on projects they are enthused about. Passion is contagious.
Only work on projects that you believe in. Do not let money be the reason behind your motive to take on a project. Working on something you do not like reflects negatively on you. If you do not believe in a particular product or idea, then refuse to work on it. Explaining to your clients that this is outside the remit of your business could save both of your interests.
Both parties need to agree on an idea and have a common passion and understanding towards it. In the past I have been asked to work on projects where I felt I could not offer the right input or I did not like the sector it operated in. Some friends were of the view that it was business and I should work on it anyway if it is generating a good income, but I refused. I knew I would not devote the energy it deserved, and in a way that would be deceiving my client.
Over-delivering goes a long way. It is always better to exceed a client’s expectations – this will strengthen your relationship and even open doors for future clients as they may refer your product/service to someone else. I found that going the extra mile, and providing something a client did not expect encouraged them to come back. At the start-up phase put in the hard work as you build your reputation. It could be providing an extra service or more advice than specified in a contract. For instance, I was planning a brand launch event for a client, and although the agreement was solely to plan the event, I suggested bringing in members of the press they did not have on the list and personally followed up on the matter. The result: they came back asking me to work on a bigger event and a larger communications project.
Relationships are vital, especially in the Middle East. Most of my clients have been referred by other clients or friends of mine. Although expertise and a professional background matter, expanding your network is equally if not more important. Do so by attending networking events and conferences.
Last but not least, do not be upset when you lose a pitch or a client. The reason behind them leaving does not necessarily mean that there is something wrong with your business. When it happens, accept it gracefully and maintain your relationship. I lost a pitch to a client once, and two months down the line they asked me to work on a different project. Losing clients happens all the time and even to the best of companies.
Building a business is a never-ending learning process. While you will enjoy the good days, bad days and hard lessons are a given. Take them as a challenge.
Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai.
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