The Freelancer's New Client Primer

The Secret to Selling Professional Services

That's a little secret right there: professional services clients (including Web design customers) are more likely to commence business with a supplier after a personal contact, than almost any other way.

A landscape gardener client of ours gets the vast majority of work from people he has met. Knowing this, he goes out and meets as many of his target market as he possibly can. He holds an annual Christmas party for his clients -- and this is his best marketing tactic by far.

Make Your Clients Work For You

Once you have an existing client base, they can act as a valuable source of information that will help you approach, attract, and engage new clients.

1. Ask For Referrals

The other proven great way to get clients is by referrals. Imagine you have a friend who meets lots of businesspeople. If that friend refers you a lead, then that lead has a great chance of turning into a paying client.

The important point here is this: what gets rewarded gets repeated. Take a kid in a supermarket throwing a tantrum, and screaming "Mummy, I want chocolate, I want chocolate, I WANT CHOCOLATE, I WANT CHOCOLATE!" Of course mum buys a chocolate to make the kid quiet.

What gets rewarded gets repeated.

Now, the next time he's in the supermarket, the kid wants a chocolate. Does he ask nicely? Nope. That doesn't work. He thinks back and then starts his little tantrum again, because that works. That was rewarded.

What gets rewarded gets repeated.

In business terms, this has the following implications: if someone refers you a client (or even a prospect), make sure they are rewarded. A thank you card, a dinner, a bottle of wine, movie tickets, chocolates, etc. Reward every person you deal with. I make a point of sending out 3 thank you letters each working day. That's 15 per week. That's 750 per year.

Do that, and the referrals will keep coming in. Our 2 biggest sources of business are referrals and repeat business. Basically we ask every client to refer a friend. And we ask every client for more business -- which is, of course, a bit tricky if you don't have any clients yet.

2. Surveys = Sales

Survey potential clients on what influences them when they're choosing the product you provide. What factors do they consider? Which other suppliers did they research before they chose to go with you? And what made them choose you over your competitors?

3. Benchmark Your Competitors

Next, benchmark the best in the business. If someone in the industry is very successful, act the client and see exactly how they treat you. Look at everything from how they answer the phone, and what they wear to a client meeting, to how they advertise. Benchmarking is actually another way of saying "look at what the good guys do and steal all of their ideas" Of course I would never advocate that, so I call it benchmarking!

4. Develop a Relationship Strategy

Develop a strategy to develop the relationships that you want. For example, send your clients the survey or phone them to ask them to participate in your survey. Once you have their responses, send them a letter to thank them for doing the survey. Then send me a brochure. Then send me an announcement that you have won an award. Then send me an announcement that your Web page is up and running (after you surveyed me about what I want in a Website). Then send me your quarterly newsletter. Then a Christmas Card. Then an invite to Christmas drinks. You get the idea -- keep in touch at least every 3 months. Intersperse the contacts with a direct approach, asking "Can we do anything for you?"

Show off those awards and letters of praise from previous clients. People are much happier to believe "I used DonTino. The work he/she does is great. I recommend him/her highly", rather than "We do a great job. Try us!"