The Freelance Writer’s Client Screening Kit

A few years ago, I was in conversation with a potential client over a few projects they were looking to complete. The conversation went well.

However, I didn’t agree to work with them. Oh, they did ask me to take on their projects, but I turned them down cordially.

The reason: They didn’t pass the sniff test.

Typically, I ask all prospective clients the same or similar questions. This client answered them, but something wasn’t adding up.

It started — and ended — on what their business was. Fifty-six minutes after asking that question, I still didn’t know the answer.

The client tried to answer, but was unable to make clear what they did for a living. Seriously. No, it wasn’t coaching, though they coached businesses. No, it wasn’t training, though they held plenty of training seminars. No, it wasn’t a consultancy, though their existing website labeled them a business consultancy.

Seems I wasn’t the only one confused.

Oh, and they said their goal wasn’t to attract more business. They were plenty busy already.

Hmm. Really? How? How have they conveyed at all what their services are?

Fast forward about six years — darned if their website copy, written by who-knows-whom, touts them as a business coaching and training consultancy.

Double Hmm.

It’s an extreme example, but it illustrates why writers need to screen clients as much as clients are screening writers. You have to fit. So do they.

Repeat: So. Do. They.

It serves you well to go into any initial conversation with potential clients with that in mind. Shift your perspective from being interviewed to doing the interviewing. You’ll see much, much more about your potential client that way.

Besides the questions I use to get to the meat of the project, I pepper in other questions to help me see who this client is.

Here’s how I screen potential clients:

What can I do for you? What is the reason for you reaching out to me?

I love asking this; how they respond tells you plenty about how organized they are. Yes, you can work with unorganized people — we’re all unorganized to some extent. But someone who isn’t able to tell you in a short explanation what they’re after and why could well be trying on ideas or worse, running with someone else’s directive. Or they simply cannot make decisions.

Keep an eye also on the expectations. Is what they’re wanting in the time they want it manageable or are they expecting far too much? Are they expecting you to be writer, designer, formatter, admin (yes, someone did expect it) rolled into one person?

What’s your timeframe?

Couple this question with the previous one and you’ll know if you have a waffler or a tire-kicker. Someone who’s not good at making decisions or is trying on the idea of hiring you won’t have an answer, or the answer will be “I’m not sure; we’re just seeing what’s out there and what’s possible.” Can you work with someone like that? Sure. But the chances of getting to a first project decrease pretty significantly.

How much time can you devote to the revision process?

I add this one now because once burned, I adapt. The burn: I worked with someone once who was fired by an uber-famous marketing firm. Since I was working with them to get her project done, she called me when they walked away. I completed her project per her directions. That was four years ago. I’m still waiting on her revisions. If the client is too busy to work with you to ensure a good product outcome, you could be doomed to failure. Depending on the client, that could mean you’re not paid the full amount you’re owed.

Have you worked with an outside contractor before?

If so, how was the experience? How many contractors, and were they a succession of contractors and you’re now next in line, or are they looking for something these other contractors can’t deliver? Someone who has had bad luck with a contractor — and plenty of clients do — is not necessarily a problem client. I’ve replaced a number of problem writers. However, someone who has had issue with every single contractor in one way or another smells very much like a difficult person to work with.

What’s your budget?

Any client who is looking for a contractor should damn well be able to answer that question. If they can’t, why? If they say their budget is small, how small? Agreeing to work with someone at their budget level means it has to be enough for you, as well. If it isn’t, it’s not worth doing.

Who is the decision maker for all projects?

Why I ask this: too many projects start with you talking/working with Sally. But Sally failed to mention that she’s the assistant to the assistant to the director. Oh, and the director makes all the decisions by committee. The committee, by the way, has ten people on board. Can you work with a committee in which your main contact is someone ridiculously far removed from the decision-making process? You could try, but you damn well better charge extra for the added aggravation. It could work depending on the situation, but the likelihood of failure is pretty high.

What are your expectations of how we’ll work together?

Right here is the do-or-die question in some cases. Here’s where I pay particular attention to the tone of what they’re saying. If they describe an employer-employee relationship in which all the responsibilities are on my shoulders and all the control in their corner, that’s not working for me. Likewise, if they expect unrealistic parameters to be met, this question will reveal that. You can use their answers as a way to change the narrative, too. Show what your expectations are by stating how you typically work with clients. I explain Step 1 through Step 4 what they can expect from me, and where their responsibilities lie.

Writers, how do you vet potential clients?
What would you consider red flags? What are some of the more memorable ones you’ve encountered?