Freelancers: Learn How to Build Client Relationships
I based this post on the assumption that you’re looking for long-term rather than one-and-done clients.
In my freelancing and then in my agencies, I always looked for clients who had the potential to give me lots of business, month after month, year after year.
Sure, I had some one-offs who only needed one thing, and then we never saw each other again.
But my goal was to identify clients where I could be their “go-to” freelancer, the one they called when they had a job.
I wanted clients where we enjoyed working together so much that there was no competition. I didn’t have to worry that someone else would under-quote me. The clients didn’t call anyone else.
Sound too good to be true? Nope, over the years, I have had many clients like that. I was their “preferred vendor”, their “agency of record”.
I worked hard at building those client relationships.
Keys to Successful Client Relationships
This is how you build successful client relationships. If you get these four basics right, you have the keys to a strong client relationship. Bonus: money will rarely be a problem.
This is the foundation of every strong client relationship:
You work at a professional level. Your work meets and exceeds client expectations. If you’re losing projects because clients aren’t happy with your deliverables, nothing else matters. Fix your work.
You’re reliable. You deliver on time, at the agreed-upon budget, 100% of the time. No excuses. Flakey creatives aren’t worth the trouble and are swiftly discarded.
You’re responsive. You answer the call/email/text quickly. Yes, you should have boundaries, but don’t build your walls too high. Clients are calling you for help. Help them.
You get clients out of emergencies. For good clients, you will go out of your way to help. As long as everything isn’t an emergency, right? That’s just a lack of organization. Working long hours or a weekend to get a client out of a jam will earn you brownie points for years.
It Matters How You Start the Relationship
The beginnings of any client relationship are crucial. Make a good first impression.
Do some homework before your first connection. Make sure you know who they are, the products and services they deliver, their customers, etc. Get yourself up to speed as much as possible from publicly available information.
Be Prompt, Professional, and Courteous
When should you show up for a 10:00 a.m. meeting, face-to-face or Zoom? That’s right, 9:55.
In your first meeting, once the introductions are out of the way, let the client talk. Be prepared to take notes. Your job is to listen and learn. When you talk, ask questions to get further answers from the client.
In this first meeting, the client should be talking at least 75% of the time. You’re talking, at most, 25% of the time, and that is mainly to ask questions. So, 3 to 1 for the client.
Let the client be the smartest person in the room. This is not the time to show off your brilliance. That comes later.
Even if you’re a freelancer working from home, it’s essential to project a polished image. Make the client happy that they’ve chosen to work with you.
Have a Defined Onboarding Process
Before you start working together, find an appropriate time to take the client through an onboarding process.
Let them know the best way to work together to create successful outcomes. Tell them how you quote, how you deal with revisions, and how you expect to get paid.
It’s best to have this discussion before you start your first project so that you agree on how you’ll move forward.
For example, let’s say you expect to get a deposit and get paid the remainder within 10 days of job completion, but the client thinks that no deposit and 90-day terms are acceptable. You’ll want to have that discussion early, right?
Learn more about terms and conditions for freelancers here.
Here’s more about the new client onboarding process.
Review and Clarify Scope and Expectations
When you’re discussing a project, ensure that you and the client have a clear understanding of the project scope, deadlines, deliverables, and payment terms.
Not clear about something? Ask. Misunderstandings at this stage can lead to dissatisfaction later on.
In your estimate to the client, outline all details so that everyone is on the same page.
Here’s a template for how to write estimates that win big projects.
Build Trust Early On
Trust is the foundation of any successful client relationship. Start building trust by showing that you are reliable, competent, and client-focused.
Be sure that timelines and expectations are realistic. If something changes or there are challenges, be upfront about them.
Clients appreciate honesty and transparency far more than someone who over-promises and under-delivers.
Effective Communication is Critical to Client Relationships
Clear and consistent communication is critical to keeping projects on track and maintaining a positive client relationship.
Shorter projects are easy. You both agree that you’ll deliver the project in a few days, so you go ahead and do that.
But for longer projects, you’ll want to communicate regularly with progress reports or updates. This could be a weekly email, a quick call, or a scheduled meeting. Keep the client in the loop. This reassures them that things are moving forward, and, most importantly, it builds trust.
On Bigger Projects, Get Feedback at Critical Stages
It’s up to you to create a schedule that includes client feedback at different stages of the project. For example, if you’re developing concepts, you want approval on your initial designs before you go ahead with creating final files.
Getting feedback at an early stage allows you to make adjustments before final delivery and ensures that the client is satisfied with the direction the work is taking.
Take Charge of Managing Scope Creep
In your estimate, you would have defined your deliverables and how many rounds of revisions you’ve included. You must be clear in your language so the client understands what’s in and out of scope.
It takes confidence to tell the client when they’re asking for something out of scope and that you will charge extra. If your initial definitions of the project were clear, it should be obvious to everyone when something is out of scope.
Don’t let lazy language create disagreements about what’s in or out. It’s a sure way to strain client relationships.
Here’s how to prevent scope creep and get paid what you’re worth.
Deliver Quality Work Consistently
Don’t let the quality of your work slip. If you catch yourself saying, “That’s good enough”, take it as a red flag. “Good enough” should never be your standard.
One of the most effective ways to nurture client relationships is by consistently delivering high-quality work. You should be 100% happy with the work before you show it to the client.
The client’s satisfaction and your reputation are joined at the hip.
Go Above and Beyond What’s Expected
Delivering on time and budget are table stakes in a long-term relationship.
What cements the relationship is going the extra mile—whether it’s by offering an additional suggestion, making a process easier, or simply providing exceptional service.
It lets the client know you’re thinking of them. That’s what relationships are all about—when you’re thinking of each other.
Maintain the Relationship by Following Up Post-Project
After delivering the final product, follow up to see how things are going. Are they happy with the results? Do they need any additional assistance? This simple act shows that you care about their long-term success, not just the one-time project.
It gives you an excuse to call and can often lead to more projects.
Position Yourself As a Long-Term Partner Rather Than a One-Off Contractor
After completing a project, look for opportunities to provide recurring services.
For example, if you’ve designed a website, offer ongoing maintenance.
If you’re a content creator, propose a monthly package for regular content creation. This not only ensures a steady income stream but also strengthens the client relationship.
Are You Confident Enough to Offer Strategy As a Service?
Sometimes, clients call you in to do a specific job, but when you look at it, you realize they should take a step back and develop a bigger plan.
In other words, they need a strategy, not just a single stop-gap project.
If you’re confident enough to suggest that, you can start to position yourself as a trusted advisor rather than just someone to call for a one-off project.
But you have to pick your spots. Look for signs that they would be open to hearing about strategic help and ensure you have the experience to deliver that.
Build a Personal Connection—Make Clients Your Business Friends
While professionalism is important, building a rapport with clients can help strengthen the relationship. People enjoy working with those they connect with on a personal level.
I always tried to make my clients my “business friends”. That meant I genuinely cared about them. I learned a bit about their personal life and empathized with them.
Here’s more about how to make business friends and grow your own business.
Handle Disagreements and Difficult Situations Gracefully
No client relationship is perfect, and sometimes challenges arise. When conflicts or misunderstandings arise, it’s important to address them calmly and professionally.
When a client expresses dissatisfaction, listen carefully. Avoid getting defensive. Understand their perspective and work together to find a solution.
If the disagreement is about project scope or quality, try to find a compromise without sacrificing your professional standards or financial compensation.
Parting Ways? End the Relationship On Good Terms
In some cases, it may be best to part ways with a client. Whether due to misaligned expectations, constant scope creep, or personal differences, ending a relationship on good terms is essential.
If you need to end the relationship, do so professionally. Provide adequate notice, offer suggestions for transitioning the project, and always leave the door open for future work.
Even if things don’t work out, leaving the relationship on good terms may lead to future opportunities or referrals.
New Book For Freelancers
I’ve just published How to Become a Successful Creative Freelancer. It’s the essential business guide for freelance writers, designers, developers, filmmakers, and photographers.
Whether you’re just starting as a freelancer or have years of experience, you’ll learn a lot from this book.
It’s broken down into easy-to-understand chapters with strategies and tips you can use today. Not just “what to do”, but also “how to do it”.
It’s available now in Kindle ebook and paperback on Amazon.
Want to Grow An Agency? The Agency Book is For You
If you’re looking for tips on how to build and grow your agency, you’ll want to read How to Start a Successful Creative Agency.
Available at Amazon (Paper & Kindle), Kobo (ebook), Apple Books (ebook), and Gumroad (PDF).
The book is packed with useful information to help creatives start and grow their business.
Testimonial: A Bulgarian Version of My Book?
“I bought the book some time ago and I am half way through. Great book, too bad there is not a Bulgarian version of it.”
Highly recommended!
Dimitar Stoev, Twitter
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This chapter covers essential areas such as Clients vs. Projects, Corporate Clients vs. Small Business Clients, How to Create an Opportunity Document, Benefits of Finding a Niche… and much more.
Questions? On Twitter, I’m @StroteBook. D.M.s are always open. On LinkedIn, I’m Andy Strote. Ask away.