By Prathibha
As a first step, a freelancer needs to make his presence known to the concerned people or entities in as many ways as possible. In addition to Digital Marketing activities, registering oneself in the right online groups, being part of seminars and interacting with right kind of people and thereby building a professional image forms the basis for any attempt at client acquisition. Gone are those days where everything was gauged in terms of competition. For quite some time now, collaborative way of working has gained significant traction in the working style, wherein people join hands and collaborate for mutual benefit. Forums such as BNI, where the concept of selling other’s business and generating leads for them, or meet ups that are organized nowadays wherein it gives opportunity not only to showcase oneself but also a place where it can result in instant lead generation, have significantly impacted the client acquisition, especially for self-made professionals and freelancers. In order to gain the initial trust, one may have to provide prototyping or sample service as well.
Once we are through the first step, the next step is to retain the Client, sustain and increase the business. Every customer would want high quality, low cost and quick turnaround time for any service provided by the vendors. Many customers are also aware that this is an ideal case scenario, but still, they expect them in order to keep the pressure on the vendor and in turn get the best deal. Some customers are always on the lookout for new vendors and they switch to a new vendor when they find even minor benefits. Some customers stick on with vendors unless there is a major benefit for them by switching to new vendors or the vendors themselves create a disadvantageous situation for themselves. So, understanding the customer’s expectations, mindset and their future roadmap go a long way in customer relationship management. However, irrespective of the customer, basic traits such as commitment to time and quality, flexibility, integrity are a must to build that trust and confidence in the eyes of the client. Diplomacy and people management skills can help further in this regard. It is the vendor’s responsibility to make the client perceive value in him/her and it should happen on a continuous basis. The reason for this is that clients normally keep shifting the goal post quite frequently. This can play on the psyche of the vendor sometimes. However, this can be overcome by sheer patience and understanding. Having or developing a high Emotional Quotient is important especially in the context of client management and interactions. This, when coupled with a high Passion Quotient can keep the vendor self-motivated and generates the drive required to face tough demands and situations.
There are certain situations such as tough timelines, variation in the workload, not being able to meet the timelines due to ill health or other family situations, which are the trickiest to resolve as a freelancer. Ironically, these are the situations which make or break a business relationship unless they are handled diplomatically. Efficient and transparent communication is probably the best way to overcome such situations. Collaborating and taking help of acquaintances is also an option, especially when one is sure of the quality of that person.
Sometimes, it is also important to choose the right client. It is not a must that one should get entangled with an unreasonable client and lose out on better opportunities. It is better to evaluate the clients and prioritize if required. Unreasonable client/s can be very frustrating and demotivating and can cause long term implications on the psyche of the freelancer. Hence, in some cases letting go an unreasonable client and moving on is better than getting a new client.
Client Testimonials are a good way of increasing the footprint. A regular recording of client testimonials must be made as a practice and used whenever it is deemed fit to be used.
Meeting the clients in person once in a while, in spite of being able to carry out business through online, is important in bringing a personal touch to business. It can help in understanding the client better and it may result in the client empathizing with you, in tough times. It also makes sense in getting real feedback from them and implement KAIZEN in our day to day work. Casual meetings with clients can bring out the real feelings and opinions they have about us.
Finally, all said and done, getting new clients and retaining them requires multiple skills ranging from the core skills to marketing skills, to interpersonal skills, to emotional intelligence, to passion, to negotiation skills, in short, the complete set of entrepreneurial skills. So, a freelancer, unless he or she starts thinking and acting as an entrepreneur may not make it in this fiercely competitive world and may just end up being a showpiece.
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