You Shouldn’t Have to Convince a Client They Need Your Services
Here are 3 Reasons Why
Before everyone comes at me - let me break down what I mean.
There's a big difference between submitting a proposal for a client who reached out to YOU versus convincing someone they need you.
When you’re submitting a proposal (ideally) it’s because you have a discovery call with the client, you hit all the touch points, feel that it’s a great fit, and confirm that your work is within the client's budget. (That’s a big one!)
At the end of the call, everyone is on the same page here and there are no surprises.
Convincing a client would look more along the lines that the client doesn’t know what they want, they don't seem to have a set project or need, or they’re not directly answering your questions (just to name a few).
This might even be a current client and it seems like you’re pulling teeth to try to agree on a scope or find yourself defending your design choices. (This happened to me just this year!)
These current client issues could also be because whenever you onboarded this client, you might have done some of the above convincing or let them negotiate their way in - but that’s an entirely different blog post. TBD!
Back to the main subject, here are 3 reasons why you should never convince a client that they need you.
ONE: VALUE IS RECOGNIZED, NOT NEGOTIATED
When a client truly understands the value of your services, they won’t need convincing.
If someone is trying to haggle you on price or doesn't see the worth in what you offer, it's a sign they probably don’t value your expertise.
Remember, you're not at a flea market, you're running your business.
When meeting with a potential client, be confident in your process and your pricing.
Don’t show wiggle room for negotiation or doubt in what you offer.
Come in prepared.
Know about their business, their needs, the market, and anything else you think might benefit the meeting.
The right clients will recognize that quality design is an investment, not a cost, and won’t require an old-fashioned stand-off to make that decision.
They came to you because you are the expert, so make sure you come off that way.
One thing I’ve learned is that when you’re in that discovery call, (or ideally before), find out if you’re talking to the decision-maker for the project. That’s the person who will give the yes or no on moving forward with your services.
Try not to waste time talking to someone who might not have any say in the matter.*
*Sometimes you can’t control who this is and can’t get straight to “the boss.” Try your best in understanding who you’re speaking to and how you can get that decision-maker to see your proposal.
TWO: MUTUAL RESPECT DRIVES BETTER RESULTS
There is a quote that is attributed to motivational speaker Jim Rohn, “You are the five people you hang out with most".
The same could ring true for 5 of your clients.
A healthy client-service provider relationship is built on mutual respect.
Do your current clients respect you?
When a client tries to challenge your approach or pricing from the start, they are going to be difficult the entire way.
These challenges or back and forth conversations before converting to a project or service can create an imbalance of power, lead to poor communication and an overall crappy experience from project start to finish.
It's vital that you set the tone from the beginning to ensure a seamless journey.
Trust is essential for creative freedom (or any service you provide) and delivering the best results.
Clients who need convincing from the start may not allow you to do your best work.
There are helicopter parents, you don’t want a helicopter client.
Again - come prepared! Be set on your process and your pricing.
THREE: YOUR TIME IS MONEY, FOCUS ON CLIENTS WHO VALUE YOURS
This saying may be overdone, but it still stands true.
Whether you charge hourly or per project, when you’re running your own business/freelancing, your time officially equals your money.
Convincing a client to hire you takes time away from finding better leads, building your business, and nurturing clients who already value your work.
Even when you’re in the beginning and feel like you need every job you can get, you should still value your time, because if you don’t, your clients won’t.
Too often in the beginning of my freelance career, I would take any client that came my way. Those clients ended up taking so much time, were so picky, and ended up paying pennies! (Dramatization, they paid more than pennies, but you get my drift).
It’s also harder to ‘break-up’ with a client after the fact than realizing they’re not a great fit from the beginning.
If they’re not ready to invest in what you provide, it’s better to move on and focus on building strong partnerships with clients who appreciate the value and want to collaborate with you fully.
Sometimes all of these things are easier said than done. I’m well aware that not everything is so black and white.
I’ve been freelancing since 2013 and I’m learning every day.
What are some tips you can add?