I love the beginning of a new year, but not for the new-beginnings-and-resolutions-aplenty stuff. I love it for another reason —
Potential clients reach out.
The Christmas presents are barely opened before I start getting notes. It makes sense; people want to line up their projects and contractors now so that at the stroke of midnight, they can get back to work.
As a freelance writer, you’d be crazy not to get excited when this sort of thing happens. So many client prospects! All this potential!
How often they work out — that’s another matter. You learn not to wait for promises.
- I didn’t wait for the client who promised to have his staff reach out to me. That was in 2014.
- I didn’t wait for the guy who sought me out and said he’d be following up after the trade show. That was in 2012.
- I didn’t wait for the guy who hired me to write regularly for his new magazine. That was in 2008.
- I didn’t wait for the author who paid me up front to write for him. That was in 2010. He never returned for either more work or a refund despite my emailing him every few months.
But here’s the thing — sometimes you get those potential clients in front of you who are reluctant buyers. They reach out, but as they do so, they put up speed bumps. I need this, but I don’t see that you have this. I expect that, but I don’t know that you’re the right person.
So what do you, freelance writer, do in situations like this? What I used to do was to try convincing the reluctant buyer with samples, experience, etc. that I’m the right person for the gig.
What I do now: be frank about the situation.
Yes, I’ll send a sample or two if I have them. I’ll tell them about my background briefly. Then I insert the frank talk.
“Only you will know if I’m your writer.”
No more bending over backwards and doing backflips to try to win the gig.
Why this approach? Because in many cases, the client would not have contacted me if my background hadn’t caught their attention. Or they recognized my name. Or someone they know has worked well with me. They have the information in front of them to show I can write.
Yet they’re starting from a position of mistrust. Not necessarily mistrusting me, but maybe their choices, their projects, their recommendations, their ideas…. I can alleviate their trepidation only to a point before it falls back to them to make a decision. I can’t — shouldn’t — push too hard to convince someone whose reasons for their hesitation aren’t clear.
And even when they are clear, I don’t push. I hate pushy. I can’t imagine anyone likes pushy.
Other reasons why I think we writers shouldn’t be jumping through hoops:
- Professionals don’t beg for work (even if you need it)
- Trusting your client is as important as your client trusting your skills
- Trying too hard to convince a client that you’re up for the job smacks of desperation
That last one, I think, is the main point — if you remove all hints of desperation, you can pretty much take care of the other two bullet points.
Here’s another interesting side-effect of removing the desperation: it can actually alleviate concerns your potential client may have.
Think about it this way:
You have two salespeople come to your door to sell you new windows. Let’s assume the prices are the same for each salesperson’s products.
The first one is enthusiastic, and has the attitude that everything is great. No problems, no worries, no difficulties. Their products are the best on the market, they say, so no need to look further. There’s no way you can live without these windows. The salesperson sticks with the sales spiel the entire meeting. You come away with questions not answered and you wonder just a little bit if maybe that salesperson is overenthusiastic because the product doesn’t really measure up.
The second salesperson tells you about the product, gives you options. Asks what your biggest problems are, what styles you like, and what your intended timeline is. They don’t stick with “Our products are the best” but instead they listen, maybe add a suggestion or two that has little to do with the products they’re selling. Just “Have you thought about…” or “I did this one job, and the owners did this… what do you think?” This one actually walks around the house with you and has you pointing out issues. They make suggestions or recommendations. They compile your concerns and your wish-list items and come back to you with recommendations that fit your situation.
Who are you buying from?
The first salesperson seems desperate to convince you to buy.
The second salesperson seems to have removed the desperation by listening and responding to concerns directly.
That’s how we freelance writers should be thinking.
And it can work in your favor — I’ve had clients hire me after I’ve asked them if they think we’re a match. I’ve removed the lopsidedness of a client-contractor relationship and replaced it with a professional-to-professional approach.
Have I lost gigs that way? Maybe, but were they really my gigs to begin with?
Have you had a reluctant buyer interaction that you’ve managed well?
What were the circumstances? How did you overcome their trepidation?