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The Unexpected Sales Tool

They're not just for artists anymore: Portfolios are a great way to show off your work to clients!
July 1, 1997
URL: http://www.entrepreneur.com/article/14338

Portfolios are powerful and effective sales tools many small-business owners overlook. Having an eye-catching portfolio that showcases your work can put you ahead of your competitors and clinch sales.

Unlike a brochure, which you leave with clients, a portfolio is more comprehensive. It may contain brochures, as well as photographs and other visual examples of your work, and detailed descriptions of what types of work you do. Most businesspeople only have one portfolio.

"Verbal concepts and ideas aren't as lasting as pictures and other visual impressions," says Jeffrey Garton, co-owner of Paradise Designs Inc., a San Clemente, California, landscape-design and installation company. "If you can point to a picture to illustrate what you're saying, it will remain in a client's mind even after you've left."

You don't have to be a designer or an artist to have an impressive portfolio. Almost any product or service can be illustrated through pictures or other visual materials. If you clean houses, don't just say so--show potential clients photos of homes you've cleaned.

"Even consultants can use a portfolio to make their intangible services more tangible," says workplace training consultant Patricia Seeley, whose Reno, Nevada, company, Training for the Future, specializes in training for job satisfaction, productivity improvement and motivation. Seeley has filled her portfolio with a variety of visual materials, such as her biography, professional association membership cards and certificates of membership, testimonial letters from satisfied customers, information on the training programs she offers, and magazine and newspaper articles she has written.

Creating a portfolio that showcases your work is not very difficult, but it does take some time and thought. The following guidelines cover the basics and will help get you started.

What To Showcase

If you have a product or service that is easily pictured, such as custom jewelry or carpentry, then the bulk of your portfolio should consist of photos of your work. However, if your business doesn't naturally lend itself to photos, don't throw up your hands in defeat. Most businesses can be illustrated in some way; follow some of these examples:

Choosing a Portfolio

This is no time to grab a plastic notebook and stick in some pictures. "Buy the highest-quality portfolio you can afford," says Seeley, who suggests looking in stationery stores, catalogs and art-supply stores.

An 8-by-10 or 11-by-17-inch portfolio is best because anything larger becomes unwieldy, and anything smaller doesn't have much impact.

Make sure to get a portfolio with a zipper, which will keep pages from becoming dogeared, says Matt Taylor of Wildwood Designs in Santa Ana, California, who provides residential and commercial cabinetry. He uses his portfolio often, especially when helping clients decide on a design.

Protect your photos and other visual materials with sturdy, plastic sheet protectors.

Photo Quality is Key

One of the secrets to a well-received portfolio is the quality of the photos. "Don't include a poor photoof something," says Taylor, "because it won't do your work justice."

Although a photo shoot can be cost-prohibitive, it is sometimes possible to get high-quality shots without paying for a professional shoot. If your work is photographed for publication, you could ask the photographer about buying usage rights to the photos.

More likely, you'll have to take most of the pictures yourself. "I have a few professional photos in my portfolio, but most of them I photographed myself," says Taylor. "I take pictures whenever I finish a job I consider impressive." Taylor suggests the following tips for taking great photos:

Presentation Tips

Just as what you include in the portfolio is important, so is the presentation of your work. In general, most portfolio presentations shouldn't last any longer than 15 minutes.

Timing is also important when pulling out your portfolio. Garton likes to present his after he and the client have had a chance to talk. That way, Garton can tailor the presentation to his client's needs and show similar jobs.

During a presentation, keep an eye on the viewer for signs of boredom, which can be detected through body language. If he or she is leaning toward the portfolio and looking interested, then continue as you are. But if the person's eyes are glazing over or he's looking around the room, speed up the presentation.

When showing your portfolio, ask viewers to let you know when they see something they really like. This will let you know what they are looking for.

Throughout the presentation, it is important to relate the portfolio to the client. "Your purpose isn't to gloat

or to wow them," says Garton. "You want to relate what you've done in the past to what you can do for them now."

As a matter of fact, it's critical to be careful about what photos you do describe. Don't, for instance, point out a big, expensive job to a client who only has a small budget.

Maintain enthusiasm when presenting the portfolio, even if it's the tenth time that week you've shown your work. Clients want to know that you enjoy what you do.

Besides illustrating products and services, a portfolio legitimizes you in the eyes of potential clients by showing that you can produce quality work. After seeing your high-quality portfolio, clients will tell you what good work you do--you won't have to tell them.

Setting Up Your Portfolio

How you organize your portfolio will depend on the services or products you offer and your target market. Here are some tips for ways you can set up your portfolio:

Contact Sources

Paradise Designs Inc., 915 Calle Amanecer, Ste. B, San Clemente, CA 92672.

Training for the Future, 7605 Palos Verdes Cir., Reno, NV 89502, (702) 856-1409.

Wildwood Designs, 1607 E. Edinger Ave., Ste. Q, Santa Ana, CA 92705, (714) 543-6549.