I don’t get 10 inquiries a day from prospective clients.
I know some superstar freelancers do, but I’m not one of them.
In fact, now that I think about it … I don’t even get 10 inquiries a month! Yet over the last four years, I’ve been able to build a very profitable and steady business working for clients I love.
My secret?
A focus on generating repeat business.
Repeat business enables me to spend less time putting proposals together. Less time trying to “sell” my services. And more time on billable work.
Plus, the more work I do with a client, the more efficiently I perform — and the more valuable I become to that client as I get to know their market, message and offerings at a deeper level.
This allows me to think of better, more creative ways to position their products or services.
How can you land more repeat business? Here are some ideas:
#1: Be selective. Don’t just take on every new prospect that knocks on your door. Sure, we all have to pay the bills. But as your business develops, why not start focusing on companies that can give you a steady stream of work? One of the questions I ask all prospective clients: “Is this a one-time need or are you looking to develop a long-term relationship with a freelancer?”
#2: Deliver outstanding work, always. Sounds like a no-brainer. But I continually hear stories from clients about freelancers who delivered shoddy work and missed deadlines. Just because you’ve had a client for a while doesn’t mean you can slack off. You have to earn your keep with every project. Always do great work and always do what you promise. You’ll be miles ahead of the competition.
#3: Ask for more work. After you have one or two projects under your belt with a new client, don’t be afraid to ask your contact what other types of projects you can help him or her with.
#4: Get introduced to other people in the company. Here again, once you’ve proven yourself with a couple of projects (and if it’s a large enough company), ask your contact to introduce you to others in the company who might need your help. You’re already in the door. Now go deeper.
#5: Get to know your contacts on a personal level. Take your local clients out to lunch or coffee every few months. Get to know them personally. I treasure my client relationships, mainly because I sincerely enjoy getting to know people on a personal level. This goes a long way to developing client loyalty and repeat business.
#6: Thank clients frequently. I was brought up on the old-fashioned thank-you card. A sincere handwritten card can go a long way to deepening your relationship with a client. Let them know how much you appreciate their business. And say it frequently, not just during the holidays.
How do you generate repeat business? What have you found works best in your line of work?
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One of the ways I’ve grown my business is by suggesting new projects to existing clients. For example, I’ll suggest that they create a Frequently Asked Questions page or a Case Studies page for their website. Most of the time the client gives me the green light right on the spot.
Great idea, Susan! Thanks for sharing. Not only will you earn more by doing this, but you’ll also be doing the client a favor when the suggestions add good value. You become a “trusted advisor” — not just a freelancer doing the “grunt work” they don’t want to do.
Nice tips. I imagine the thank you cards would be a great way for keeping your name in their mind.
@ Lindsay – You know…no one does the handwritten thank you cards anymore. Not sure why. But that’s OK with me. Makes mine stand out. They really do make an impression when they’re sincere.