What do you say when you’re talking to a potential client who’s looking to hire you for an upcoming project?
Whether they acknowledge it or not, all clients secretly want to be led. They want a freelancer who can guide them through the project. And when they call you, they want you to convince them that you’re capable, comfortable, and ready to do the leading.
A great way to satisfy every client’s secret yearning to be led is to describe your services in terms of a “Five Step Process.” When you have a process that you adhere to and can talk about, you are suddenly perceived as being organized, established, reliable, and professional.
By simply introducing and explaining your process, you give the client a glimpse of what it’s going to be like to work with you. In other words, you show them how you’re going to guide them through the project.
Here’s how I do it when a new prospect calls me about a project…
Early in the phone conversation, I make sure to say, “I have a five-step process that’s designed to get the project started off on the right track, and minimize the amount of time you need to spend on it.”
I then go on to briefly explain each step in my five-step process. I even keep these steps displayed on a sheet of paper in my office so I can refer to it at a glance. Here they are. (This is me, speaking to the prospect…)
1) “Step One is the initial download. I’ll take you through a series of questions about the project over the phone, which usually takes about 30 to 40 minutes.
2) Step Two is the background/research work where I review what we’ve just talked about, look over any reference material you provided, and formulate a list of any additional questions I may need answered about your service(s) and your target audience before framing the copy.
3) Step Three is the writing of the first draft, which I submit to you in about 10-14 days, depending on the size of the project.
4) Step 4 is your turn. You review the submitted work and make note of any tweaks or changes. We can also review your feedback together if you prefer.
5) Step five, the final step, is for revisions. I make any revisions and submit the final copy to you. And you’re never charged for revisions. All revisions are done on my time, which keeps the project fees from climbing.”
That’s it! Simple, but effective. What does your Five-Step Process look like?
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Pete Savage is co-editor of The Wealthy Freelancer and host of the The Freelancer’s Friday Call-In Club, the world’s only FREE weekly teleseminar for freelancers. Membership is free for subscribers to Pete’s SAVAGE Marketing newsletter (also free!).
{ 8 comments… read them below or add one }
Thank you! I had NEVER thought of doing this before but it makes so much sense to have a process that is something a client can latch on to in their mind. I realize that up until now I have been completely winging it when a client calls but I am going to put a process in place. I wonder how many freelancers actually do this? Great blog
Ethan,
In my experience, most freelancers wing it at least some of the time during the sales process… but this is the time when it’s critical to make a really great impression. If you put a process in place, practice it, and use it with EVERY prospect I think you’ll find you regularly stand out from your competitors. Sometimes having and communicating a structured process will be the deciding factor for a prospect who is considering several people for a project.
As a “newbie” on the writing scene, this advise cetainly helps me to get organized. There are so many aspects in getting “your feet wet” that helpful hints such as the 5 Step Process takes the edge and fear off of taking that first step. Thank you.
I actually have a different perspective on this; I used to approach clients this way, I don’t anymore. It frequently resulted in negative feedback, a la “you seem very fixed in your working model”, or, “we need you on now. I’ve email’d you the description. Get back to me no later than tomorrow with a decision”. So, I never offer a process first (though I do indeed have one that I’ve honed over the years and that I believe is effective).
Instead, I always ask, “could you take a minute to describe your working model; how does your organization typically manage contractors on a technical project. What sorts of things do you expect?”
Responses to that can be pretty interesting, but it puts the client in the driver’s seat, and that’s always where you want your client to feel like they are, even if they’re not.
Sometimes, a client may say, “we were sort of hoping you’d tell us, we expect you to guide it along”. This is the sweet spot; I’ll describe some steps to go through discovery of requirements, inventorying available resources, requesting timelines, and burning up an initial milestone, with tentative milestones following. Typically I’ll use something like Merlin (a project management software) for this, and post an HTML GANTT chart at a secured link for review by anybody they want to show it to (customers HATE having to review freelancer documentation, but they love a simple, clear GANTT chart, I’ve landed projects simply by doing this). I offer this within 48 hours.
Another response, “we’ve hired a project manager who will work with you. He’ll relay requirements, discuss timelines, etc.” Ok…I’m usually not enthusiastic about this. Internal project managers tend to deal with contractors as programmable commodities, and often don’t know how to coordinate a complex technical project unless they are truly tech project managers (people think general purpose PM works…it doesn’t). But, there it is. You want the work, you find out this guy’s process and deal with it, cautiously making suggestions based on the lay of the land. Never mind your process, just make sure you cover yourself by documenting your activities carefully.
Another response, “we have everything you need in this repository. We need to get you rolling as fast as possible. Here’s access to everything we’ve got, when can you start?” If I tell them, “two weeks following my five step process,” they’ll say “umm…no thank you. Next.” So, I’ll just say, “ok”, then I’ll sign the contract if I like the project, and start billing. You may think this isn’t what they want, but it is. Many large companies are happier knowing a slot if filled right away than worrying about a proposal from a contractor.
Often, even in a scenario where they think they’ve got it together, they don’t. But trying to take control too early can cost you the whole pig. When the project gets moving, and it’s going off the rails, offer to help. I’m doing this on a current project and, although I was told that there were “politics involved”, it’s gradually going my way, because I support everything I say with docs and examples. Gradually, my process is taking control of the project; not entirely, but enough so that I’m not fingering my termination clause out of frustration.
Anyway, long and short, I’d suggest being VERY careful offering a process up front. Ask the client what theirs is first, and offer yours only if they give you the opening. Otherwise, for the most part, just listen; with enough experience, you’ll know whether or not it’s worth getting involved.
I have to admit, its good to have a process but I don’t see how this is anything better or even different than what we already do. Sounds to me like you are unnecessarily complicating things.
Customers don’t want or need to fight through red tape to use you. As far as never charging for revisions. Thats just plain stupid. No one needs a back-log of zero dollar work on the bench. If you have to sell the job by using a “no charge for revisions” clause. Sounds like you need better sales/marketing skills. If you do good work, your client will use you again and again, (revision clause or not). As far as step three is concerned, well 10-14 days is just telling the client that you don’t care enough about them.
Yes, doing revisions for free can eat you alive. That’s one thing I avoid like the plague, having been burned by it for years. If you offer free revisions, the client has no incentive not to tweak you to death.
I’m new at selling this particular service and a veteran at selling my translation and editing services, so I recognize that with experience you just pull out these answers for customers: 5 steps or not, you know what it takes.
For those of us with a learning curve, this is VERY helpful and rings true in its direction rather than in its particulars.
I prefer to state in advance that I include only 1 hour of consultation and 1 revision, so it’s best for the customer to come prepared, both before and after the writing part.
Right now I’m trying to create a form to provide customers so that they come prepared to discuss their needs and desires. ANy input along those lines would be great!
Lee
I found that having a “process” is good. But, naming that process is even better! It helps the customer understand that one, there is a process and two, it’s easy to understand and remember because you’ve attached a name to it.
As for free revisions, I advise adgainst it. I usually them my prospects/clients that the first set of revisions after the final draft are included, anything after that I charge for.
Just my 2 cents worth.