Freelancers, do you know what’s important to customers?


Many freelancers get stuck in the same place, year after year, serving the same types of customers despite the desire to switch to larger and better projects. There are many reasons for this, but one of the most important is that many of them do not know exactly what customers want from a higher rank.

They do not understand the problems that these clients have, and therefore have no idea how to approach them with a solution. We will look at ways to go deeper into the philosophy of these so-called ideal clients (well, whatever that means to you) and how to present yourself as an ideal designer for them.

It’s not about who you are
Sorry, but I have bad news for you: nobody cares who you are. At least not at the beginning, before you have the chance to work with you and gain confidence in your qualities. When you meet new customers, it’s important to realize that it’s not important to them at all how perfect you are as a designer.

Do not look at me like that – that’s the truth. I know that in the past you were told that potential customers are looking to “sell yourself” and talk in a superlative for your work, but I will immediately tell you that this is the wrong way. If you do so, then you are not on the right track. It’s not about who you are, but about what you can do for them. So if you frequently use “I”, and very rarely “you”, it’s certain that no one will listen to you.

Enter into their world
Well now, because it is revolving around them, not around you, how can you transfer this to a potential customer? The key is to ask the people you want to work on exactly how you can help them to achieve the results they want. Asking questions that some designers call even “lifestyle questions” can provide you with a lot of valuable information that you can use to get to the perfect solution.

These questions are not just for the client’s specific project, but also for how the project will affect their work and the lives of their customers, thus giving you an idea of ​​what exactly is causing your client.

The closer your decision is, the more your client will appreciate your work, and the less complains you will have to pay as much as you do.

Help, do not sell
Every owner of a company appreciates when someone pays time to think for it, providing more opportunities for earning a better relationship with clients than the one that he himself would remember. How do your ideal clients earn most of their income? What can you do with your unique abilities and skills to make them even more?

When you give independent service suggestions that your client will appreciate, it is important that you not actively sell the services to new prospects, because then you may look suspicious as a materialist.

Instead, offer them only a small picture of your ability to create creative solutions without obligation, and increase their appetite for most of the money they will see in the possibilities of your design mind.

Show, do not tell
Credibility is the secret ingredient of any success of a freelance designer. Anyone can give a list of achievements that sound nice, but only the best can prove that they are capable of doing what they claim. When meeting a potential customer, you should always make relevant recommendations and contacts.

People do not care what you can do. What is important is what you have already done. They want to see real numbers and proven results. They prefer a warm introduction from someone who knows him and who they trust, versus a contact that is unproven. If you do not have this, the next good thing you can do is show impressive data that proves your value.

Take care of those who care
Finally, being unique and forming a true relationship can take you farther into your career than you suppose. Often, Tony Schech, the founder of Zapos, is required to give lectures to other companies on how Zapas managed to build a unique reputation for excellent service.

He saw surprisingly many executives and managers have no idea how to reach out for their customers and take care of them.

It seems to be a simple concept, but spending time to make contact with someone is invaluable, but very rare in business. You do not need much: a personalized electronic message, a special gift for loyal customers … Be an exception, and stand out for your customers and anyone who connects with you.


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