After making the right contacts, your next challenge is the sale. Win potential clients' trust by presenting a list of references with names they recognize. If you're new to this level of work, show them projects that are similar in scope to the one they are considering, and work to develop a casual rapport. By putting aside any desire to make a quick buck and acting instead as the clients' "expert consultant," you will often gain both their respect and their business. You may end up doing several small jobs before you land that trophy project, but when the time comes, you'll be there.

Once you've signed the contract, performed like a champ, and delivered a superior product on schedule and on budget, it's time to market your success. Look for newspapers and magazines that cover similar projects. Call their editorial departments and say you have a project you would like them to consider. Design competitions sponsored by magazines and industry groups are another excellent way to promote your company. (For more on entering contests, see Market Smarts.)

To get in the door at most publications, you'll need professional photographs of your work. Don't assume clients will automatically give you permission to photograph their home, however. Always prepare them at the beginning of the job by mentioning that you may want to publicize their project.

When a publication expresses interest in your project, you must get your clients' permission. Approach them the same way you sold them the job: by drawing on a relationship of trust. Most clients will want to help you, but some will not allow their name or the location of their home to be released. You should respect their wishes and maintain their privacy and security.

Related Articles » Targeting High-End Clients » What To Do When you lose a valued customer.