Being an introvert, I do not particularly like or benefit from visiting industry conferences. A few months ago, I made an exception and visited one about software (the new industry I am joining). One of the insights was in sales and marketing: young enterprise software companies benefit hugely from focusing on just one industry sector in the beginning. Not because their software is specific to their industry, but:

• Focusing on 1 industry allows you to get to know that sector really well from a sales perspective, you speak their language, understand their needs. Big companies with big sales departments can afford to do this for every industry sector, a tiny company, with a tiny sales department (probably just you) can do it as well (maybe better) for just one sector.

• Referrals is the strongest lead generator, and, if you are working in a specific industry, people are likely to recommend you. Referrals go between similar companies (biscuit manufacturer to soft drinks bottler), or up and down the chain (advertising agencies, food retailers).

• Design styles, the technical side of presentation design work, is likely to be similar as well in a specific industry sector. TED Talk big picture slides won’t get you very far in a private placement memorandum pitch to institutional asset managers for example. If your background is in art & design, the first one is you, if you are an engineer-turned management consultant, the second one will feel more comfortable.

For freelance presentation designers something similar works. Startup pitches are similar, and very different from let’s say a big corporate sales pitch, or a quarterly investor presentation. Within startup pitches, there are similarities between segments (for example biotech companies).

So, to avoid being caught in the race to the bottom (I see lots and lots of new freelance presentation designers setting up shop), maybe specialise in a sector? Geographical proximity to your client is no longer required, so the world is begin enough to carve out your niche.

What sector to pick? It might be coincidence. That recent project that you aced for a client, could be an indication that she is operating in a sector that suits you. Good luck in 2020!

Photo by Paul Skorupskas on Unsplash