When a potential client inquires about your freelance services, it’s likely they are also approaching other candidates for the gig, so it’s essential you come across as the most easy and obvious choice.
Even when the potential client is a word-of-mouth referral, it doesn’t mean that it’s a dead cert you’ll get the job. So, what are some freelancer client touchpoints you could enhance to help you be seen as the reliable, safe pair of hands they need?
Here are 4 freelancer client touchpoints to review to help you stand out and win clients.
1. The contact
While a client’s first point of contact with you may have been via social media or landing on your website, the next point, where they actively reach out, should be as positive and smooth as possible.
You’ve already attracted them to you through your marketing, reputation or word-of-mouth referrals – go you! – So the next steps count. If the next point of contact isn’t efficient or smooth, your potential client might question what the rest of their experience with you will be like. Therefore, make it clear in your communications how to best contact you for your services.
For example, do you have a website and a contact form they need to complete, or do you prefer potential clients to contact you via a social media channel? How long is your response time? When can they expect to hear back from you? You may even have a pre-contact questionnaire in place that needs to be completed to pre-qualify clients. This avoids both parties spending time going through a process where you aren’t the right fit or you don’t offer the service they are seeking.
You may also want to consider what the process is when you are on vacation or when someone contacts you out of hours. An automated response or workflow could work well here.
The aim is to inform the potential client about what is happening at each step of the way. This will automatically help build trust.
2. The call
Following the initial inquiry, it’s not unusual to schedule a call with a client as part of a discovery or sales call. Some more introverted freelancers may not look forward to the experience because it can feel a bit like a job interview if not handled well, or a situation where you feel compelled to oversell yourself.
However, the purpose of the call is to determine if you can assist them, outline your process, and explore whether you are a good fit for each other. It’s a two-way communication – it’s also an excellent opportunity for you to ask questions to better understand their needs.
The call serves as an important bridge between them making their first active contact and further exploring the opportunity of working together. It’s a great time to briefly go through your process and what they can expect from working with you. You could consider producing a visual if you think that might help; a one-page document should be sufficient.
It’s also worth bearing in mind that they might not know the intricacies or nuances of your craft, or if you are technically better than another candidate, but they will know how you make them feel. So, the more you can instill their confidence in you (and your process), the better, as they’ll likely be evaluating your ability to properly manage a project as well.
At the end of the call, establish what happens next. For example, let them know when they can expect to hear from you with your written proposal.
3. The proposal
If you are putting together a written proposal, it’s a good idea to provide a recap of what was discussed on your call so you can clearly demonstrate that you understand their problem and offer your solution. The proposal should be clearly set out and contain no ambiguity about exactly what you are offering, including the deliverables, timescales, and your payment terms and conditions.
Some freelancers offer more than one option. For example, if you are offering three options for the client to choose from, one might be the bare bones of what you offer, with the other two adding consecutively more services or enhancements to the offer, each with different price points. To avoid having to chase potential clients for their decision or them coming back to you months later when your prices may have changed, you could consider adding an expiry date to the proposal. You can also consider including any relevant case studies or client testimonials.
It’s typical for the proposal to include your brand colors and logo; many freelancers make use of proposal software to streamline the process. If you stipulate payment upfront or a deposit, you can include a payment link or send an invoice with the proposal or when it is approved. Making it easy for clients to pay you and having a smooth invoicing process is another positive, which may tip the scales in your favor. The easier it is to deal with you, the more potential clients are likely to view you as a safe pair of hands.
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4. The follow-up
If you didn’t include an expiry date, or for whatever reason you haven’t heard back from them after a reasonable amount of time or when they said they would respond, send a polite follow-up email or call them. It’s possible they haven’t responded yet because they are waiting for another person’s approval, their workload is high, or for several other reasons. The follow-up may be just the nudge they need.
In any event, if they decide not to pursue working with you at this stage, now is a good time to ask for feedback. The reason might be something that has nothing to do with you, or it could highlight areas that you can enhance going forward. As the saying goes, feedback is the breakfast of champions!
