Freelancers: Are Your Questions Killing Your Billing?
Look at these two questions and spot the difference:
“Would you like a coffee?”
Versus:
“I’m having a coffee. Would you like one too?”
Or how about these questions:
“I think we’ll need to do a bit of research for this project. Would you like us to include it in the estimate?”
Versus:
“I’ve included the necessary research in the estimate. Can I take you through it?”
In both examples, the second question gets you closer to a “yes” answer because you’ve already moved toward the solution.
When you ask, “Would you like a coffee?”, you put the guest on the spot, and now they have to decide, “Do I really want one?”
The second option makes it easier for the guest to tag along. You’re making one anyway, so the guest may feel compelled to join you.
Similarly, with the research example. You’ve already taken the initiative to include it. You didn’t ask their opinion as to whether they need it. You decided that for them, and now you’re happy to show them.
Include the Presumptive Close in Your Questions
These are examples of a sales technique known as the presumptive close. This is where you presume the answer will be yes, and you subtly encourage the other person to go along with it rather than asking an open-ended question.
Framing the conversation this way reduces hesitation or doubt and gets you closer to agreement while increasing your billing.
The Presumptive Close Projects Confidence
Using this technique, you’re communicating that you’ve taken control, know it’s beneficial to the project, and are confident you can get it done efficiently.
Of course, before you attempt this, you must be prepared to answer questions. So, in the research example, you’ve already outlined it in the estimate with details of the steps you’ll take, what you want to uncover in the research, and how you’ll incorporate it into the project.
Where to Use the Presumptive Close
At our agency, we typically used the presumptive close in our estimates when we outlined the steps to complete a project. I wrote how to write estimates that win projects here.
For example, we’d get an assignment to design a logo for a new product. The client would review the product features, target market, competition, and how they would use the logo.
In breaking down the steps for the project, we included the number of options we would present, which addressed explorations of color, typography, and graphics. That’s what most clients would expect.
But we added other elements to the estimate. Before presenting design options, we took a much deeper look at the competition, knowing we had to set ourselves apart from them.
We reviewed the psychology of colors and font styles and how they related to the customer’s perception of our product.
We also looked at logos of products outside the client’s category that appeal to the same buyer market. For example, if our logo was for a luxury perfume, in addition to competing perfume logos, we might review logos of luxury cars, clothing brands, jewelry, etc.
All of these were standard steps in our process. We outlined how we would proceed and the associated costs.
It was our presumption that this is how you do a thorough logo project.
Using the presumptive close in these cases projected confidence, and usually, the client agreed to the added costs.
Use the Presumptive Close in an Upsell
There were times we wanted to add other elements to the project. For example, if we were asked to write an article, we’d look for additional uses for the copy: blog posts, social media posts, video scripts, etc.
We’d add them to the estimate with related costs. In most cases, the clients agreed to all or at least some of the additions.
Where Not to Use the Presumptive Close
We would only use this technique when the client had a project for us. In other words, we rarely suggested projects for clients. Presumptive closes are add-ons to existing projects and not a way to initiate new ones.
If we knew a project had a very tight budget and timeline, we wouldn’t try to add to it. It wasn’t the right time.
Also, not every project was suitable for this. We did many straightforward, smaller jobs just as the client asked.
It Takes Confidence and Experience
To be able to use a presumptive close, you have to be sure about your processes and your ability to complete the tasks you’re proposing.
So, for example, you should only propose adding a competitive analysis if you’re confident you can deliver it. If the client asks, you should have examples of some you’ve done for other clients.
Also, be sure what you’re proposing is relevant to the core project. You want to make it easy for the client to say, yes, that makes sense, let’s do it.
If you’re confident enough, try it. It generally results in a better project and higher billings.
There’s much more about creating successful, profitable projects in both of my books.
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: “Did Not Disappoint!”
“Hey Andy! I'm so glad we got to connect. I'm currently half way through the Freelancer Book, and phew it did NOT disappoint!”
Gabrielle Clarke, LinkedIn
Want a Free Taste First?
Sure! Sign up in the footer below for a free PDF of Chapter 14, Working With Clients.
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?
If you’re on Bluesky, I’m @strotebook.bsky.social. Ask me anything.
On Twitter, I’m @StroteBook. D.M.s are always open.
On LinkedIn, I’m Andy Strote. Ask away.