In conversation with a colleague the other day, we were discussing a situation in which a business person had introduced a controversial topic and then had continued to push the topic with someone they wanted to do business with who was clearly not interested.
As my colleague had said, “They need to learn to read the room.”
It’s like that in freelancing sometimes, too.
Take the client who is soft-spoken and deliberate in what he says. Is he really going to be thrilled with your caffeine-induced enthusiasm that boils over into seven ideas in a five-minute conversation? Or the large corporate client that has a massive marketing budget and clear-cut direction. Do you really believe your suggestion to do a blog series is that innovative?
While I think it’s great to make suggestions to clients and help them where and when they need it, it’s also important to understand your audience.
[bctt tweet=”Can you read the room with your #freelancing client?” username=”LoriWidmer”]
Let’s look at a hypothetical example.
Tracy has been hired by ABC Corporation to write thought leadership articles. The articles are various topics as the company has quite a few business divisions and they have a marketing strategy that attempts to highlight each division twice a year.
Facts:
- The marketing contact is extremely busy and overworked, often answering emails at night
- The company has a large marketing department and a solid marketing strategy that involves senior management input
- They have a healthy budget and a strong brand and communication strategy
- They have a solid reputation
Tracy has been tapped to write about aerospace technology. That gives her an idea — if she can pitch the company a 10-part article series on every facet of the division, she could secure some much-needed work. She suggests Q&As with the division leaders, five specific topics, case studies, and a white paper or two.
The client’s response was, “Hmm. Thanks for sharing that.”
Tracy didn’t read the room.
The facts were all there. While the company is extremely well-funded, they were also adept at putting that money to work, starting with an airtight marketing and communication plan. While those five topics may indeed become thought leadership articles in the future, the additional projects are introducing projects that her contact has no time or spare hands to take on.
That’s not to say a suggestion like that in another setting wouldn’t work. It can and it has. But when there is a set agenda and one that is part of the overall branding strategy, you’re not going to make too many inroads by suggesting you turn that article into a 10-page white paper. Nor will you sell case studies to a company that has no need to prove their ability to deliver for customers.
How do you know when and to whom you can upsell?
- When the company is more hit-and-miss with communications/marketing
- When they need branding or direction
- When they’re asking for your input
- When you see something complementary that will actually help them, not just you
Another example:
Steve has a startup home health business. He’s hired you to handle his blog posts because he wants to get some traffic to his new site. He’s also thinking about hiring you to put together some banners for an upcoming trade show. Steve is hoping to:
- Grow his business in the tri-county area
- Improve name recognition
- Attract partnerships with healthcare agencies and hospital and nursing care systems
You realize that Steve has a golden opportunity to increase his business name recognition by developing flyers and postcards and a few radio spots. He has a decent budget, so you suggest that he consider a few options. You walk him through those options.
That’s an example of doing right by your client. Steve has shown his interest in growing his business and in reaching out to new audiences. You have come along with some timely suggestions that could well help Steve increase his customer base. And since his goals are less defined, he may welcome the guidance.
Writers, how have you read the room right? What was the situation?
Ever get it wrong?
What advice do you have for other freelancers when making suggestions to clients?