While it's not directly related to graphic or web design, here's a marvelous example of how to lose potential clients and run your business into the ground (sounds fun doesn't it?)
Actual Inquiry from Prospective Client:
"Hi Sue, I know you through James Smith, he invited me your opening a few weeks ago (congrats on that). I exercise daily but my wife & I eat badly and don't cook, I was interested in learning about your food plan. Before I try eDiets or Nutrisystem I figured I'd try you first since James spoke highly of you."
Actual Inquiry from Prospective Client:
"Thanks for reaching out to me. Give me a call at 602-555-5555 to discuss your goals and objectives and let's see how we can support you.
Thanks, Sue"
So what's the big problem with Sue's response? Hmmm, I guess I should first ask, "Do you have an issue with Sue's response or does it sound pretty good to you?" I do.
Sue's setting herself up for failure and unfortunately most freelancers take Sue's approach. Here she has an interested potential client that's looking for a service that she possibly can provide, AND the potential client's been referred over by a friend - sales pros would call this a "hot prospect" because there's a significant chance Sue should be able to capture the client's business.
Sue didn't.
While the potential client was interested initially, other things kind of got in the way; he got busy and distracted by other things in his life and just didn't get around to calling her. Sue was prompt in her response, she was professional and even seemed warm in her email back to the potential client, yet she lost the business.
How to Ensure Clients Don't Get Away:
What this all boils down to is initiative, more specifically, the freelancer/business owner taking the initiative if a potential client contacts them.
This type of thing happens all of the time: a potential client that seems interested contacts us (freelancers/business owners), they intend on following up but they get busy, get distracted and often don't end up doing anything. In recognizing this happens some...I mean pretty much ALL of the time, what would have been much approach for Sue to take would have been:
"Thanks for reaching out to me. It sounds like I might be in a good position to help you. If you shoot me back a phone number and a time you'd like me to call, we can talk about your objectives and let's see how I can support you. Thanks, Sue"
While the potential client is still charged with the next move, keep in mind they've already emailed once so they probably will be comfortable and able to do it again. Give this approach a try, I've tried it over and over again and it's provided some great clients that might normally have been lost.
PS - If you were wondering, I wasn't the freelancer in this example, I was the potential client.
I hate to admit this, but I've been that freelancer.
It's such a rookie mistake that, if not corrected, becomes a continual mistake long after you're a rookie.
Part of my mistake was feeling like if I pushed to hard, I'd come off a "pushy sales person." After all, they already expressed interest... no need to push too much and potentially lose the customers, right?
Wrong.
Your suggested change in response may seem subtle, but it's the act of taking more control of the situation to help guide a willing prospect.
They have no clue about a specific solution... that's why they're contacting you. And while they may not realize it, they're wanting/hoping for someone to confidently come back to them with that solution and a feeling that you're the right person whose going to walk them through the process.
Posted by: Mike Klassen | January 06, 2011 at 08:46 AM
Yeah, we've all been there Mike, even me :(
I've had a couple of situations that I was so sure I would get the business, I decided that I'd make the potential client work to get a hold of me - bad idea. One of the two clients I did get, the other one took off...I don't blame her. As freelancers, if we don't take the initiative to get business, someone else will.
I've often avoided calling people for fear of being pushy, but I know of several occasions where I was the buyer and I just got busy so I didn't contact the vendor/freelancer - sadly, they didn't call me back either.
I think it's important to be sensitive to other people's privacy, but I've found most freelancers could be a little more aggressive in contacting potential clients and it wouldn't upset anyone.
As always, thanks for visiting, I hope things are going well for you. Always feel free to stop by - have a great 2011!
Posted by: Jeremy Tuber | January 08, 2011 at 10:49 AM
Great advice. It's so easy, as a freelance designer, to get caught up so much in your craft that you forget YOU are also the PR person and the Sales Rep. We definitely can afford to let any opportunities slip through our grasp.
Posted by: Lakia | January 13, 2011 at 06:57 AM
Hey, good to hear from you Lakia, hope all is well with you! You're right - too much competition out there to be sloppy when it comes to this. Like most other freelancers out there, sales isn't exactly my favorite thing to do. But no sales = no freelancing :)
Posted by: Jeremy Tuber | January 16, 2011 at 06:02 PM