Wanting freelance work proper now? I really feel you. And it is pure to assume that one of the simplest ways to reply is to double down on attempting to find new purchasers. However actually, is that one of the simplest ways so that you can spend your time as a freelancer?
In the end, the true secret to freelance success lies not in what number of new purchasers you stack up, however how effectively you nurture and develop the relationships you’ve got already obtained.
For instance, when the pandemic hit and all of the print magazines I labored for closed in a single day, it was the robust relationships I had with a small variety of purchasers that allowed me to proceed shopping for meals. To not point out (a reasonable and wise variety of) bathroom rolls.
When the financial system took a nosedive after Russia invaded Ukraine, it was the identical deal. And extra lately, when the rise of AI has decreased my bookings by round a 3rd, it has been these common purchasers who’ve remained loyal to me.
Common purchasers are typically extra enjoyable to work with anyway. They know your working fashion, belief your judgement, and infrequently present essentially the most fulfilling work. So, how do you go about getting extra work out of them?
First, simply ask
You have most likely seen the advertisements for the supply app Simply Eat. You are additionally accustomed to the Nike slogan Simply Do It. To this lexicon, I might add: Simply Ask for Work.
Actually, the variety of sleepless nights I’ve agonised a few dry spell, when all I really wanted to do was e-mail 10 previous purchasers and say: “Bit in need of work proper now; something I can assist with?”
Completely each time I’ve accomplished this, any individual’s stated “Sure, please”. So why did not I do that earlier, and save myself the stress? Properly, I assume as a result of nobody desires to appear determined. All of us prefer to challenge a picture that we’re super-busy, and that our purchasers are fortunate to have us.
Loads of the time, that is really true. So when issues slack off, we’re reluctant to smash that “good picture” of an in-demand freelancer.
What I’ve realized over time, although, is that this picture solely exists in my head. Mainly, purchasers aren’t silly and know that even essentially the most profitable freelancers have downtime. Admitting this doesn’t suggest they instantly lowball you on charges, or take you with no consideration. In reality, they’re usually super-pleased to have the chance to e book you, unencumbered by a busy calendar.
So simply do it. Simply ask for work. The longer you’ve got been a freelancer, the extra previous purchasers you may must ask. Then the principle drawback is resisting the urge to ask too many individuals without delay, and worrying that they could all concurrently say sure.
Give attention to the long run
In the end, although, you do not actually wish to ask for work; you simply need folks to come back to you. So, how do you’re employed in direction of that giddy Nirvana? In the end, by constructing robust long-term relationships with purchasers. And key to that, I believe, is to give attention to one factor: our purchasers are simply as nervous as we’re.
Once I began out as a freelancer, I used to be determined to impress purchasers. However I quickly realised that my eagerness was really creating anxiousness. Shoppers fear about whether or not you may perceive their imaginative and prescient, whether or not they’ll harm your emotions with suggestions, and whether or not you may ship on time. And a great deal of different issues that can perpetually stay identified to them alone.
As soon as I realised this, I started approaching every challenge on the premise that my consumer and I had been on the identical workforce, working in direction of a shared purpose. As a substitute of seeing suggestions as criticism, I began viewing it as recommendation that might assist me ship precisely what they wanted (not what I assumed was greatest).
I recall a very difficult challenge for a small enterprise, the place the consumer stored requesting revisions after revisions. Initially, I obtained actually annoyed by this.
However as soon as I stepped again and correctly listened to them, I realised they weren’t being troublesome; they had been scared. This was their life’s work, and so they wanted to really feel fully assured within the course we had been taking.
I scheduled an additional assembly to stroll them by my considering and tackle their worries. We ended up creating one thing even higher than both of our authentic ideas, and so they’ve since commissioned me for 3 further tasks.
We have additionally change into good pals. Whereas I do not assume that is obligatory in enterprise, it is actually good when it occurs naturally.
Develop templates
One other distinction between good freelancers and indispensable ones comes right down to course of. Shoppers do not simply need nice work; they wish to really feel safe all through the journey.
That is why it may be a good suggestion to develop templates for numerous functions, akin to preliminary consultations, challenge proposals, idea shows, and handover paperwork.
This all may sound tedious, and in some ways, it’s. However it could actually really be liberating for purchasers. In reality, most of them do not know what to anticipate at every stage. And so a proper collection of paperwork can assist them loosen up and give attention to inventive selections, moderately than worrying about logistics.
Shock them
You have heard the phrase “under-promise, over-deliver”, and there is quite a lot of sense in that; you do not wish to increase folks’s expectations too excessive. However here is the place many freelancers go fallacious: they assume “over-deliver” means working longer hours or doing extra without cost. That is a recipe for burnout and resentment.
The best way I see over-delivery is totally different. For me, it is about including worth in ways in which genuinely shock and delight your purchasers, with out compromising your boundaries.
As an illustration, I used to be working for a tech startup that was creating its model pointers, and I observed that its competitor had launched a hilarious social media GIF. Because it had notably caught my consideration, I spent a comparatively fulfilling hour creating a quick evaluation of why it labored and the way the consumer may apply related considering to their very own communications.
This wasn’t a part of our authentic transient, however it demonstrated that I used to be serious about their enterprise past our instant challenge.
That small gesture led to them growing the quantity of labor I did (and the cash I used to be paid) by an element of 5.
Make them really feel listened to
If we’re speaking about pleasing a consumer, then essentially the most basic factor you are able to do is make them really feel listened to. That does not imply responding to each e-mail immediately; you are not their slave, and so they should not anticipate you to be. But it surely does imply two issues.
Firstly, it means aiming to reply the identical day, and if not, apologising and explaining why. I believe crucial factor is to reply, even when it is simply to acknowledge receipt and point out once I’ll present a full response.
But it surely goes deeper than response occasions. It is about speaking of their language, not yours. It is about specializing in outcomes, not obstacles. And I make some extent of proactively updating purchasers on progress, even when there’s nothing particular to report. A fast e-mail saying “Simply to let you already know, we’re on observe for Thursday’s content material, and I am enthusiastic about what I’ve accomplished thus far” takes 20 seconds to write down, however can save a consumer from days of pointless anxiousness.
Be an advisor
When you ship nice work, on time, talk effectively and empathise with the consumer’s wants, you are effectively in your solution to profitable repeat work. Past that, the best is to change into a trusted advisor. Somebody they flip to not simply on your particular service, however for strategic serious about their enterprise.
That is why I am going to sometimes ask purchasers about their enterprise challenges in our conferences, even when they’re unrelated to the transient. Their solutions assist me present extra considerate options, and make them really feel like I am “on their facet”, which isn’t to be sniffed at.
Do all this, and purchasers do not simply come again, they will change into your advocates. They will advocate you to different folks, they will consider you when work crops up, and so they could even increase their budgets as a result of they see the worth you’ll be able to present.
Keep in contact
If I have not heard from a consumer shortly, I am going to simply e-mail them saying, “How’s it going? Simply wished to examine in and see the way you had been.”
I am going to do that even once I’m not out there for work. In reality, that is most likely one of the best time to have a chat, as a result of they know I am not particularly after something, simply wanting to maintain the connection going long-term.
It is all about staying seen and worthwhile. When purchasers are prepared for his or her subsequent challenge, you wish to be the primary particular person they consider.
I additionally make some extent of checking in with previous purchasers round their enterprise anniversaries (which you’ll find on LinkedIn) or once I see related information about them. This usually results in work that I am pretty sure I would not have in any other case obtained.
I may go on, however you get the thought: I am enjoying the lengthy sport right here. And even when I by no means get work out of them once more, I genuinely like all my purchasers and revel in chatting to them on a human stage, so it is no hardship actually. It is typically fairly enjoyable.
Take the identical perspective, and you will develop consumer relationships that can deliver you extra work over time. And if it would not? Simply ask. The worst they will say isn’t any, and so they’ll fairly often say sure.
