15 Professional Details that Can Land You More Work
Posted February 18, 2011 in How-To, Managing Clients
Congratulations, you’re a freelancer.
Now you can work from the comfort of your own home, in your pajamas, while blaring your favorite music so loud your ears bleed.
You can also take breaks whenever you want, schedule your day however you like, and take a two-hour lunch in the middle of the day to chat with your friends on Facebook if it suits you.
Meanwhile, clients are out there searching for a professional in your field who can help them with their problem–an authority in your niche that they can rely on to deliver results.
And while you were chatting on Facebook, they just visited your website’s coming-soon page, have already moved on to your competition’s completed website, and hired them for the project.
The Simplest Way to Get More Gigs
If you’re working for yourself full time (or working toward that end), then it’s reasonable to assume that you’re good at what you do. Perhaps even an expert in your niche.
But do you look like the authority your clients are seeking?
If you don’t, you may be losing business to a less experienced competitor, simply because they look the part and you don’t.
All through my career, I did freelance work, right up until I opened my own marketing company seven years ago. And during that time, I learned the easiest way to get more work from potential clients is to out-class your competition.
In other words, build a brand for yourself that shows off your expert skill level, and positions you as an authority in your niche.
Small Details Matter
The easiest way to out-class your competition is to pay attention to the seemingly small details they overlook.
Below, I’ve put together a list of fifteen specific things you can do to outshine your competition, position yourself as the expert your clients are seeking, and get more gigs. All of them are small details that make the difference between a professional that’s running a business, and someone who appears to be freelancing as a hobby instead.
Detail # 1. Office Hours
Establish specific office hours–then stick to them.
Being accessible to potential clients is important if you want to attract more business. Let’s face it: lots of freelancers mix business activities with personal activities during a typical day (ever gone grocery shopping in the middle of the day?). The freedom to do that makes freelancing fun, but doesn’t help you land more business.
The best way to be accessible to your clients while still maintaining your freelance “freedom,” is to establish specific “office hours” that you communicate to your clients, on your website, and in your voicemail.
For example, you could publish something on the contact page of your website that indicates you’re available for phone calls between 1pm and 5pm Monday through Friday.
By doing that, you indicate two very important things to potential clients that make you look more professional:
- You’re not on-call 24/7/365. You’re a professional with set office hours.
- You have specifically set that time aside during your day to communicate with them.
Of course, once you set your office hours, you need to stick with them or your clients will see you as the guy they can never get a hold of.
Detail # 2. Answer Your Phone
Seems like a no-brainer, until you realize how many small businesses let all incoming calls go to voicemail.
For example, a couple years ago I was in the market for a lawn maintenance company to mow my lawn. I called no less than a dozen local lawn maintenance companies–and only ONE answered their phone. The rest of them let the call go to voicemail. Keep in mind; this was during normal business hours too. Needless to say, the company that answered their phone got my business. Oh, and the companies I had to leave voicemails for? I’m still waiting to hear back from them.
When a client has a problem, they want to find a solution right now–not when you feel like returning their call. So during the office hours you’ve set, answer incoming calls.
Detail # 3. Deliver On Your Promises
If you tell a client you’ll e-mail a proposal to them by close of business today, don’t start rationalizing that they won’t really open it until the morning anyway, and end up sending it at 12 am. Get it to them when you said you would. You never know–they might be working late too.
If you want to build a reputation as a professional that delivers what they promise, make the effort to keep your word–even when it hurts.
A while ago, I hired a freelance copywriter to draft a sales letter for me. He promised me I would have it in my hands on Monday. 45 minutes before close of business on Monday, I received a message from the copywriter saying they saying they wanted to revamp some of the copy, and could they have until Wednesday to do it? And since the quality of the copy was important to me, I agreed to the additional time.
Wednesday came and I didn’t hear anything from the copywriter, so around 7 pm that night I sent a message inquiring about the status of the project. The message I got back was that the copy was done but the copywriter wanted to finesse a couple parts of it, and that I should expect it the next day. I indicated that was fine, but I needed to have it as early as possible Thursday morning because I was now behind schedule.
On Thursday, the same thing happened. No communication at all from the copywriter. So, around 9:30pm that night I again inquired as to the project’s status.
No response.
The copy I needed on Monday finally arrived in my inbox at five minutes past midnight Friday morning. Because they didn’t deliver when they said they would, I missed my deadline, and will never use them again.
Detail # 4. Don’t Skimp on Your Website
It’s appalling how many freelancers have a “coming soon” web page up with some variation of the following statement: “We’ve been so busy working on projects for our clients; we haven’t had time to work on our own website.”
Baloney.
What it should really say is “we’re too lazy to add working on our own website to our workflow. If you want any information about what we do, or want to hire us, I guess you’ll have to call or e-mail us. Sorry.”
If your website is incomplete, out of date, or has one of those absurd coming soon pages, wake up and get it done. When a potential client lands at your coming soon page and there’s no info on what you do, no samples of your work, and no easy way to contact you–they’re not going to pick up the phone, they’ll simply go back to their search results and move on to one of your competitors’ websites.
Detail # 5. Get a Logo
You need a visual identifier for your brand. Something that people immediately recognize as you when they see it. That’s what a logo does for you.
If you want to stand out as a professional and show your audience that you’re serious about your business, get a logo. It doesn’t have to be a complex work of art either. It can be an icon, something that includes an image, or just some well-styled type–it doesn’t matter. What makes it a logo is using it consistently to identify your business in print and online.
Detail # 6. Have a Promotional Kit Prepared
When potential clients contact you requesting information about what you do, do you have anything professional you can send them? Or do you just type up a short, plain text e-mail with a couple links?
Why not create a professionally designed promotional “kit” you can send them instead. Make something that describes your services, gives some information about you, highlights the reasons they should hire you, and has samples of your work.
And when you create it, make sure you have a PDF version of it that you can e-mail to potential clients as well.
Detail # 7. Convey Confidence
Clients can sense the level of confidence you have in your own work and abilities. If you want to be seen as an expert, you need to project confidence in your voice, body language, and even your choice of words.
This is especially important over the phone when a potential client can’t see your body language, or look you in the eye. The tone of your voice should convey that you’re confident you can solve their problem if you want to win their business.
Detail # 8. Establish Your Own Policies
Another way to enhance your professional image is to set specific policies of your own for your business.
For example, when a new client wants to hire you, will you require a deposit before you begin work? How many revisions are included with the price you gave them?
What happens if they cancel the project? Do you require payment on delivery, or will you offer net-30 terms?
By establishing your own business policies, communicating them to your clients, then sticking to them, you’ll help build respect for yourself and your business. Plus, your clients will see that you’re serious about your business, and not just “winging it.”
Detail # 9. Tell the Client What to Expect
Your clients (especially new clients) have no idea what steps are involved to complete their project. They also don’t know your working style, workflow, and internal processes.
So to put them at ease and make your life easier, tell them what to expect, and when to expect it.
For example, if a client hires you to build them a website, as soon as you receive their deposit let them know what happens next.
Tell them what they’ll see a proof of first, when they will get it, and what happens after that.
If you tell your clients what to expect, you help ease their fear, reduce buyer’s remorse, and prevent misunderstandings caused by unrealistic expectations.
Detail # 10. Prepare Professional Estimates
One of the easiest ways to land more business is to have a professional proposal that includes more than just price.
Take some time to create a proposal template that includes elements of your promotional kit like who you are, your expertise, testimonials, references, samples, as well as pricing and terms.
That little bit of extra effort helps the client answer the question “why should I hire them?” And since it’s a template, creating new proposals for new clients is as easy as entering the new pricing and changing a few words here and there.
Detail # 11. Ask for the Sale
If you want the client’s business, ask for it. The worst thing you can do is provide a client with a proposal, answer their questions, spend time with them in meetings, then say something like “let me know if you want to get started.”
If you don’t ask for the sale, you’re showing the client that you lack confidence.
Instead, don’t be afraid to ask them to hire you. Better yet, assume they’re going to say yes, and start talking about next steps–specifically mentioning things like signing the contract, paying the deposit, and when you’ll get them the first proof.
Detail # 12. Don’t Be Too Eager
Be careful about how eager you seem in your communication and follow-up with potential clients. If you respond to a client’s e-mails the instant you receive them, call them repeatedly to follow-up on your proposal, and come across as desperate for the work, you could easily scare the client away.
Remember that people like doing business with successful people. If they get the impression that you’re sitting around waiting for their e-mail, they may wonder why you don’t have enough work to keep you busy and assume the wrong things about you.
Detail # 13. Be Consistent
If you want to look like the expert you are, you need to be consistent with your branding. Everything that clients see should be easily recognizable as yours, and every interaction they have with you should leave them feeling like they’ve hired a true professional.
Detail # 14. Create Questionnaires
When you have that initial fact-finding conversation with new clients, or you’re starting a new project for an existing client, do you find yourself asking the same questions over and over? Why not turn those into a short questionnaire that you have them complete prior to your initial call?
Having that preliminary information sent to you before the call can help you ask better questions that are specific to the project, and instill confidence in the client that you’re the expert they’re looking for.
Detail # 15. Be Mindful of Background Noise
When you’re on the phone with a client, certain background noises like barking dogs, running water, washing machines, and screaming kids can all diminish your professional image.
Just because you work at home doesn’t mean your client should have to put up with the noise in your home.
When you know you’re going to be on the phone with a client, find a way to provide a quiet, professional atmosphere for the call.
I’ve even gone so far as sitting in my car during an important call when I knew it was going to be too noisy in the house.
The Bottom Line
Just being an authority in your niche isn’t enough. You need to look the part too.
Presenting yourself in a professional manner that instills confidence in your clients will help you land more gigs, and help prevent less experienced competitors from stealing clients from you.
Your Turn
What defines you as a professional? Share your answer in the comments.
Related posts:
- How to Use Elance and Guru to Land That Client Every Time
- How to Land More Projects with Smarter Follow-Up Steps
- Getting Creative: Should You Start From The Big Picture Or The Details?
- Tips on Using a Website Builder to Create Your Professional Website
- 20 Signs Of A Professional Graphic Designer
About the author: Logan Zanelli is the author of "How to Go from Boring to Rockstar in 30 Days," a course that teaches you how to build a unique style and become the "rockstar" of your niche.
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35 Comments
Federica Sibella
February 18th, 2011 at 8:45 amThank you for all your advices and especially for Detail # 6. Have a Promotional Kit Prepared. This is really a good idea. While I spend a lot of time preparing very detailed quotes for my prospects (and this impresses my clients a lot, indeed), I’ve never thought of having a good promotional kit for myself apart from my own website.
Christine Parizo
February 18th, 2011 at 10:07 amThank you for the excellent advice. I have my website and a logo set up (I love my logo – it reflects my old-school grammatical sensibilities), and I deliver on time for all projects. The only thing I can’t do is hold specific office hours, since I’m freelancing part time, but I do try to offer times to my clients during the workday. I love the idea of creating a proposal package. I’m going to work on that this weekend!
Eddie Garrison
February 18th, 2011 at 11:06 amGreat post and really what a lot of people needed to hear/read I’m sure. As a freelancer or solopreneur, one can get complacent and knock off early or not go 100% through what they said they would do.
Being a professional and working from home is very hard for some. This list is just the thing to keep them in-line. Great post again Logan.
Some Design Blog
February 18th, 2011 at 11:09 amToo true! One of the hurdles that can make clients fear hiring a freelancer instead of an agency is the stereotype of the guy at home in his pajamas who doesn’t return your calls for a week, misses all his deadlines, and then disappears without any notice. It’s a hard stereotype to beat, especially when dealing with a potential client who has had bad experiences in the past. A little professionalism goes a long way towards dispelling those fears. Great article, Logan!
Logan Zanelli
February 18th, 2011 at 11:55 am@Frederica – Having a professional, detailed quote you can present your clients is a great way to impress them and land more gigs, so great job there. Glad you liked the post and found tip #6 so helpful!
@Christine – I remember what it’s like freelancing part-time and the challenges it presents. Good for you for being so diligent about your professional details and working to make them better. :)
@Eddie – You’re right. Working from home as a freelancer is great, but is also fraught with temptations to knock off early or take it easy when you should be working. Glad you liked the post!
@SDB – That’s a good point, especially since many companies that are used to working with agencies have been transitioning to freelancers in recent years to cut costs.
Lucian
February 18th, 2011 at 11:55 amVery well written article and I can confirm all the points are valid, especially if you seem to eager to get the work.
I was about to hire a subcontractor and he emailed me like 5 times a day while I was still taking the decision; he reduced the price (which was already low enough) and kept stressing me out even with phone calls. I had to tell him to cut lose and marked his email as spam. So make sure you don’t look like a total freak for the potential clients.
Christina
February 18th, 2011 at 12:30 pm#1 has to big my biggest pet peeve with my clients. While I don’t operate 9-5, I am at work normally by 10 and work until about 5 or 6. But my clients are so used to me being there when they call, that when I’m not, I normally tell them I had a meeting to attend, a client to meet or some prior engagement that looks important. This also gives my client a sense of security.
#2 I can’t stand, so I hired my mother-in-law to be an office manager and she’s also an accountant. So those are 2 things that I don’t have to do if I don’t want. She screens calls and I return the important calls when I find time.
This is a great article with some great advice. I hope others take it seriously because they do put you ahead of others. Most of my clients think they’re my only client. Sometimes that’s a bad thing but in the overall picture it’s good. Because they continue to come back.
Christina
February 18th, 2011 at 12:35 pmI almost forgot….#11 is another one I feel is high up there on importance and I abide by it. But you didn’t give an example, so I will. When you’ve typed that email or end that phone conversation with a prospective client, say “I look forward to working with you on your project.” Or “I’m ready to begin your project on such and such date.” Or tell them, “Here is the contract for signature so ‘we’ can start your project.” The ‘we’ is important because a client should always be considered part of your process.
Peter Fielder-Shaw
February 18th, 2011 at 12:46 pmGreat piece Logan.
I agree with everything you say and abide by those rules, although I am guilty of being a ‘coming soon’ man having not had the spare time to develop my website and I mean that quite literally. Since last September I freelance part-time and work for a marketing agency 3 days a week, so evenings (and early mornings!) and the two days at home are completely taken up by serving clients. Add two young kids into the mix and there you have it, not enough hours in the day to nail my own site. I try to grab small pockets of time to work on it, but I feel something of such importance requires heaps of attention and focus and the fact that you’re even more critical about your own work increases the timescale needed even further!
I land all of my new business through recommendations having built up trust through my clientbase by paying attention to detail, putting forward suggestions when not specifically asked and generally going beyond the call of duty, so am able to stay busy, luckily… as soon as that shows any sign of drying up, then I can get round to nailing that website and winning business through new avenues. You are right though – it’s always on my to do board, but as much as I truly want the site to be up and running, it’s right there at the bottom of the pile!
Cesare
February 18th, 2011 at 12:55 pmI think that “Reply to email” is still essential.
WritingItRightForYou
February 18th, 2011 at 1:07 pmExcellent post as usual! I agree with @Christina about using “we” at the appropriate time during the process–the sooner the better. That puts in the client’s mind that you are partners.
Re: “Office Hours”–it is so important; especially these days when people just assume you are “always connected”. I have had clients call me at 6:30 am and 10 pm just because THEY are still up!
I have gotten into the habit of NOT replying to emails received at odd hours until it is during MY business hours. I have found there is NOTHING that important.
Re: “Office Hour” part 2–it is also important to let your family and friends know your “Office Hours”. It is so difficult when they believe they can call or come by any time about anything just because you’re “home”. When people call and ask “Are you home?” I have learned to answer: “I am in my office WORKING.”
San Jose Divorce Lawyer
February 18th, 2011 at 6:01 pmWow thats a really good list. Some of it seems so common sense when you read it but its hard to really remember to keep all those points in mind on a day to day basis.
Logan Zanelli
February 18th, 2011 at 10:31 pm@Lucian – Good point and great example. Over-zealous follow up is a great way to scare prospects away. Thanks for sharing your experience!
@Christina – Great examples for tip #11. Thanks for adding them!
@Peter – Glad to hear you’re keeping busy, but it’s always best to carve out time to get your marketing working before the work dries up to avoid that “feast or famine” cycle and stay busy.
@Cesare – It is indeed.
@WriteItRightForYou – That’s a great point. Many times family members treat working from home like you’re semi-retired, so it’s important to set those boundaries. Thanks for pointing that out!
@San Jose Divorce Lawyer – Glad you liked the post!
Wowie
February 19th, 2011 at 5:39 amLogan, you’ve written an awesome post! Thanks for this. The promotional kit is a great idea. I’m struggling to get my own site setup and have been thinking of ways to become more attractive to potential clients. Every single tip you mentioned will definitely be used. It’s really insightful. Thanks again
Endemble
February 19th, 2011 at 6:41 amReally liked the idea to have email ready… In fact started making it
Melissa
February 19th, 2011 at 12:09 pmCouldn’t have said it better myself – great post.
On the regular office hours – I’m a night owl and often do a lot of work after regular office hours. But, I’ve learned that while I might write up proposals, finish mockups or write emails late at night, I never send anything out until 8:30 the next morning unless I want them thinking it’s ok to call me at 10pm.
Opolot Richard
February 21st, 2011 at 3:51 amThanks for the quality tuition. Now I realise how badly I need a website. While it is important to answer all my phones I must be very mindfull about background noises. Great reading
dpi
February 21st, 2011 at 5:27 amWell written post. Thanks for sharing.
Basic and simple points .. but these are the base of our business. Useful for every freelancers who wish to grow.
Samantha Gluck
February 21st, 2011 at 6:54 pmThis piece offers great info that might escape some of us who work from home. I really need to work on the office hours. It seems I am sometimes thinking about work even when I’m having family time or out with hubby. I take off some hours during the day to do things like errands or special time with kids…I feel I need to make up those hours at night.
James Cart
February 24th, 2011 at 7:56 amHi Logan,
Nice post. Most of the points are quite worthwhile. What I will definitely appreciate, the way you converse the whole thing, very much explicable.
Best Regards
James
A German to English Translator
March 7th, 2011 at 5:37 pmI agree with these points, great ideas! I agree that email is also very important, especially when working with international clients. Using email on your phone is a great option – but it should be remembered that any advantages of an email footer are left off in most mobile phone internet services.
I do not have a separate business phone, so when answering the phone, I am always careful to answer unknown numbers in a professional manner.
I have my procedure carefully described on my website, but yes, probably could do with a separate terms page! The realm of SEO is also important, but such a maze. Luckily I have been doing quite well with it – but feel obliged to warn any other freelancers against investing in any service that promises to get you on the first page of Google with organic search results – most are so-called “black hat” techniques, cheating, that Google is seriously starting to crack down on.
Johny C
March 26th, 2011 at 7:58 amexcellent article. worth sharing
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