“Getting Your Foot In The Door” Is An On-Going Strategy For Finding New, Better Clients

“I’ve been in this business for years…I shouldn’t have to work so hard to get new clients.”

“My work and experience speak for themselves. How come I can’t get better clients?”

“I won’t take just any job…it has to be high profile and high paying, I don’t care who the client is.”

Arrogance sometimes keeps us away from opportunity. If you are a freelancer or independent contractor, you may or may not see yourself in the comments above. If you do, you may feel completely justified in your attitude. But if nothing else, we can all agree that the times are changing. I’ve heard these words come out of the mouths of several freelancers – the fact of the matter is that very few of us can afford such an attitude. Just – yes, “just” – being very good at what you do is not enough to secure high quality work. You need to do and be more.

If you’re having trouble getting the “good” jobs or the “good” clients, you may have to rethink your strategy and your ideas about the whole situation. Challenges in getting high quality clients and good paying jobs rarely has to do with the quality of your work. You may have toms of experience and a collection of exceptional samples. These all count and could be the ultimate deciding factor as to whether you win that new work or new client. But first you have to get in front of this ideal audience – and that requires creativity and perhaps…a little humility.

So while your experience and past work is an important factor, it isn’t the only factor. Here are a few other things to consider:

• Does the client know you? Many decision-makers don’t’ like taking chances with new contractors. Even if they’re unhappy with their current situation, they may prefer the less than optimum freelancer they know, to one they don’t know. It takes a lot to get a new person up to speed, unknown subjects may mean too much risk, too much work and/or too much down-time to a company.
• Have you demonstrated a “foot-in-the-door” mentality? A new client is more likely to spend their precious time and take a risk on your if they feel the chance they are taking is not so huge. You can reduce their perceived risk by offering to work on spec (you only get paid if they use what you produce), or work for a lower than normal fee, or give them a very quick turn-around.
• Have you stayed in touch “anyway”? If you can’t get in the door no matter what you try, you should, at the very least, ask if it is OK to stay in touch. If you get the green light to do so, do it! But don’t be annoying. Send an email every couple of weeks – but be sure that the message not only reminds the prospect who you are, but that it includes some specific, useful and/or interesting information. Make a suggestion if you see something lacking in their marketing approach. If you see that they are not using their blog well, not posting regularly, not posting the right content or a piece of the structure is not working correctly or optimally, offer your services to help out in that specific area. This targeted, personal communication will show that you are interested in their business success and are following their progress. It will also prepare you when and if they do hire you – you’ll already know their business quite well.

There are many ways to get your “foot-in-the-door”, give it some thought. Being a freelancer means that you never stop marketing yourself, that getting new and better work is a full-time job, that just because you have a stable of great clients doesn’t mean you should stop looking for more. Its hard work being a freelancer! But which of you would trade it? Not me!