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One of the biggest misconceptions held by freelancers and work-at-home businesses is that they're going to get one really big job that will set them for life. All other jobs are merely stepping stones used to sustain them until that one "big job" shows up. Because of this mentality, some of the best clients are neglected and allowed to slip through the cracks.
While there are instances where a "big job" comes along, this rarely happens. The truth is that the "big money" is not in those one or two big jobs; it's in those one or two loyal clients. When I say "loyal client", I mean a client that not only trusts a company, but a client that will not do business with anyone else but that specific company. The big money is not in a big client, but in repeat clients.
The broke, get-rich-quick freelancer
John owns his very own web development company. He operates it entirely out his home office. Among the many perks of working from home include not having to commute and being able to work in his underwear. Although John has found that there are many advantages to working at home, there are also many disadvantages. Some of these disadvantages include having to occasionally work and even meet deadlines.
In order to deal with these "problems", John has decided that it would be best to quit working "small" paying jobs and start aiming for one, big job that would set him and his family for several years, maybe even for life. John comes up with plenty of new ideas in order to get this big client including a complete site redesign to make his site look "more corporate" and a marketing campaign aimed at large corporations.
During this process, he quits answering his emails from regular clients asking him for minor site updates and "little" jobs. He is just too busy on the new, corporate site design and contacting the big companies. This frenzy continues for months. Although, John has yet to score that "big job" or make any money in the process, he justifies the loss with the eventual return on investment he'll have in the end.
"Don't sweat it, babe. When we're chilling for the next two years, you'll thank me," he says to his wife when she questions his current business scheme.
After about six months, John is out of money and still has no big job. Realizing his folly, he tries to contact some of his old clients. Most don't return his emails while others found alternative ways of getting their web work done. In six months, John has destroyed a two-year solid foundation he had built with his clientele. It will take another two years to rebuild such a foundation, but that's after he's paid his past-due bills. That will require him to take a second job.
The moral of the story
| What some freelancers don't understand is that although they don't work the regular nine-to-five job, they still have to work regularly in order to keep a steady income. That steady income is built off of satisfied, repeat clients. | | | Although John's story may sound a little extreme, this happens all the time in the freelance world. A freelancer gets tired of working "small" jobs and is overcome by the infatuation of making a bundle in one shot. In the process, he loses everything he's worked for with his clients. What some freelancers don't understand is that although they don't work the regular nine-to-five job, they still have to work regularly in order to keep a steady income. That steady income is built off of satisfied, repeat clients. If John would have just kept in touch with his clients, he would have prevented his current predicament. While most of us have aspirations to make it higher up the mountain where we can sit on the beach and sip on a bottle of root beer, none of us should burn all of our bridges in the process.
In working with the client beforehand, a freelancer has invested a lot of time building a relationship that can result in repeat business and even referrals. For that repeat business to come through, it is imperative that there is a perception of a continuing relationship in mind with the client. The simplest way to accomplish this is to stay in touch.
Selecting who to stay in touch with
In some cases, a freelancer may have way too many clients to stay in touch with (This can be a blessing and a curse.). If that is the case, it might not be feasible to stay in touch with every single client and there has to be a selection of who is worth working with again. What usually happens, when trying to make a selection like this, is that people only want to stay in touch with those that are most like themselves or those that they like. This isn't necessarily a bad thing. Staying in touch with these clients may bring referrals to similar clients. The negative effect of only staying in touch with clients that you like is those particular clients may not bring in much work.
Practical ways of staying in touch
Some of these ways of staying in touch are more personal than others. It's up to you to determine what's needed which each client. Also, people aren't stupid. They can tell the difference between a genuine email and one that is just to get money out of them. I can think of nothing more annoying than a business calling me to see how I am doing, when all they really want is more business from me. Preventing this perception with some of your clients may be impossible, but the more personable you are when staying in touch, the more success you'll have in the long run.
1. Newsletter
This is definitely the least personable way to stay in touch and thus the least effective. With that said, this may be your best bet when you have a large client base. A simple monthly newsletter can let previous clients know that you're still in business and keep them abreast on any special offers, promotions, and services your company may be offering. Before assuming that all of your clients would want to receive this newsletter, ask them first. Otherwise, you could become just another annoying spammer on their blocked list.
2. A simple email
When I say "simple", I mean a few sentences. There's no need to send another long email to people who probably already have way too many emails to read as it is. Also, you don't always have to say "I'm available for work" as they probably know that. I usually try and find a useful reason to email clients such as confirming their contact information is up-to-date or sending them a link about something that interests them. I find that once a month is a good time period between emails.
3. Birthday cards
While a Christmas/holiday card isn't that original since millions of companies send these out every year, birthday cards are pleasant and unexpected. I haven't been able to find out all of my clients' birthdays, but I do try to send cards to those I do.
4. A Phone call
This method works great with clients who are comfortable on the phone. Some of my clients prefer to do all their correspondence through email. If that's the case, avoid the phone.
5. Lunch or dinner
Now if you're really close with a client, a business meal is a great way stay in touch. In about 45 minutes to an hour, you both can get caught up on each other your businesses. Don't forget to pick up the check.
6. Conferences and special events
I have yet to do this one myself, but several colleagues of mine say they have found success in taking clients to conferences and even sports events. This can quickly become costly, but from what I've heard, it's well worth it.
These six ways to stay in touch with your clients are by no means a complete list. There are plenty more out there. I'd love to hear any creative ideas people may have tried and if they were successful or not.
Conclusion
Whatever you do, just always remember that the lifeblood of your company is your clientele. The good job you do for clients and the good relationships you build will come back to you again and again in the form of additional business. Invest a little time in the personal approach. It will be the best investment your company makes.
Previous Client Tips
Client Tip #1: Always have a contract
Client Tip #2: Always get a down payment
Client Tip #3: Save ALL correspondence
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