{"id":3159,"date":"2014-02-03T20:28:43","date_gmt":"2014-02-04T04:28:43","guid":{"rendered":"http:\/\/blog.bidsketch.com\/?p=3159"},"modified":"2014-02-03T20:29:56","modified_gmt":"2014-02-04T04:29:56","slug":"repeat-clients","status":"publish","type":"post","link":"https:\/\/www.bidsketch.com\/blog\/clients\/repeat-clients\/","title":{"rendered":"5 Simple Techniques for Producing Repeat Clients"},"content":{"rendered":"<p><a href=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/repeat-client.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignright size-medium wp-image-3163\" alt=\"repeat clients\" src=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/repeat-client-300x190.png\" width=\"300\" height=\"190\" srcset=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/repeat-client-300x190.png 300w, https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/repeat-client.png 537w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>You probably don\u2019t need to be convinced that repeat clients are a great formula for a freelancer\u2019s profit and success. I mean, just look at these stats \u2026<\/p>\n<ul>\n<li>According to <i>Bain &amp; Company<\/i>, it costs 6-7 times more money to land a new customer than to retain an existing one.<\/li>\n<\/ul>\n<ul>\n<li>And, according to <i>Marketing Metrics<\/i>, the probability of selling to an existing customer is 60-70 percent. The probability to selling to a new prospect is only 5-20 percent!<\/li>\n<\/ul>\n<ul>\n<li>You can even see <a href=\"https:\/\/www.bidsketch.com\/blog\/save-time\/80-20-principle\/\" target=\"_blank\">The 80\/20 Principle (or The Pareto Principle)<\/a> in action when it comes to repeat clients and profit. Happy, repeat clients and customers \u2013 often 20 percent of your client base \u2013 will account for 80 percent of your profits. (That\u2019s certainly true in my business.)<\/li>\n<\/ul>\n<p>Still not convinced? Here are just a few more benefits of working with repeat clients:<br \/>\n<!--more--><\/p>\n<h2>You both know what to do.<\/h2>\n<p>When working with a repeat client, you already know them. And, if they hired you again, they already know, like, and trust you. This makes <a href=\"https:\/\/www.bidsketch.com\/blog\/client-proposals\/project-proposals\/\" target=\"_blank\">proposals<\/a>, agreements, setting deadlines \u2013 and other operational tasks \u2013 a lot easier. Plus, you have their feedback from the last project so you\u2019re likely to do a better job faster \u2013 increasing your speed and profit.<\/p>\n<h2>You don\u2019t have to keep selling yourself.<\/h2>\n<p>For most freelancers selling yourself is stressful. In fact, so many freelancers struggle with it that they experience the feast or famine cycle over and over again. But, once you sell yourself to a client once, the hard work is done. Just do a great job and they\u2019ll be more likely to hire you next time.<\/p>\n<h2>You\u2019re more likely to get paid in a timely manner.<\/h2>\n<p><a href=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/paid-stamp.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignright size-medium wp-image-3162\" alt=\"paid stamp\" src=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/paid-stamp-300x190.png\" width=\"300\" height=\"190\" srcset=\"https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/paid-stamp-300x190.png 300w, https:\/\/www.bidsketch.com\/blog\/wp-content\/uploads\/2014\/01\/paid-stamp.png 537w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>When working with the same clients repeatedly, you both get used to the pay cycle. No more stress about when you\u2019ll get paid \u2013 or if you\u2019ll get paid. Of course, if you get a client who doesn\u2019t pay on time, you probably don\u2019t want them as a repeat client.<\/p>\n<h2>It\u2019s easier to feel like an expert (not an order taker).<\/h2>\n<p>Often when working with new clients you have to \u201cprove\u201d yourself before they see you as the expert. This means they\u2019ll have a tendency to micromanage your process or get too involved. But your repeat clients will see you as the expert that gets your work done. Good repeat clients will leave you to it and stay out of your way.<\/p>\n<p>So \u2013 with all these benefits \u2013 why isn\u2019t your calendar full of repeat clients? Maybe you don\u2019t know how to turn them from one-time clients to loyal, repeat buyers \u2026 If that\u2019s the case, here are five tips I use in my own business to work primarily with repeat clients:<\/p>\n<h2>1. Put your current clients on retainer.<\/h2>\n<p>If you\u2019re unfamiliar with retainer clients \u2013 or a retainer agreement \u2013 it\u2019s basically an arrangement between you and your client. You agree to do a set amount of work each month and they agree to pay you a certain amount each month.<\/p>\n<p>Retainer agreements are great for freelancers who want a more consistent schedule for planning ahead and money you can count on month after month. (No more guessing when you\u2019re going to get paid!)<\/p>\n<h3>Here\u2019s how to do this in your business:<\/h3>\n<p><b>First, assume a long-term relationship.<\/b> Don\u2019t act like you\u2019re working for one job only. Dig deeper and find out how you can help them month after month.<\/p>\n<p><b>Next, offer additional services.<\/b> If they hire you to freshen up the appearance of their website, what else could you do? Maybe you could offer up-to-date graphics or an opt-in form so they can collect more leads. A word of warning though: don\u2019t offer extra services just to make extra money. Genuinely care about your client and their desire to increase their business. Ask them what\u2019s working \u2013 and what isn\u2019t \u2013 so you can help them solve problems.<\/p>\n<p><b>Finally, offer a retainer agreement.<\/b> Many freelancers don\u2019t get their clients on retainer only because they didn\u2019t ask. Figure out what your client could use each month and create an irresistible offer for them. Keep in mind; you could offer a discount or extra perks because once they hire you on retainer, you\u2019ll work with them again and again and be able to work more efficiently over time.<\/p>\n<p>Your conversation might go like this:<\/p>\n<blockquote><p><em><strong>Client:<\/strong> We need a new web design.<br \/>\n<strong>Freelancer: <\/strong>Why\u2019s that?<br \/>\n<strong>Client: <\/strong>To impress our web site visitors so they stay on our site longer and spend more.<br \/>\n<strong>Freelancer:<\/strong> In that case, I know several other things you can do to decrease your bounce rate and increase your conversions.<br \/>\n<strong>Client:<\/strong> Oh yeah \u2013 like what?<br \/>\n<strong>Freelancer:<\/strong> One is adding an opt-in form to your website \u2026 Here\u2019s what I can do \u2013 let me whip up a proposal for you. I\u2019ll send it by the end of business tomorrow.<br \/>\n<strong>Client:<\/strong> Okay \u2013 great!<br \/>\n<strong>Freelancer:<\/strong> I look forward to helping you grow your business. Talk to you soon. <\/em><\/p><\/blockquote>\n<p>I\u2019ve found that retainers are enticing to many clients because they\u2019ll save time, money, and frustration by not needing to search and train a new freelancer for each project. Often, all you have to do is offer.<\/p>\n<h2>2. Ask \u201cWhy do you want this?\u201d<\/h2>\n<p>One of the most effective sales tools you have at your disposal is the ability to ask questions \u2026<\/p>\n<p>In fact, after studying many sales techniques I\u2019ve found the most effective all come from asking questions. Plus, questions help build relationships because it gets the other person talking.<\/p>\n<p>Asking, \u201cWhy do you want this?\u201d \u2013 like we did in the sample script above \u2013 helps you get to the root of what your client really wants. For instance, they might hire you to design a new website. But, they really don\u2019t want a new website. They want a more effective website so they\u2019ll make more money and can enjoy life more.<\/p>\n<h3>Here\u2019s how to do this in your business:<\/h3>\n<p><b>Suggest additional projects<\/b> (or <a href=\"https:\/\/www.bidsketch.com\/blog\/sales\/mastering-the-art-of-the-up-sell\/\" target=\"_blank\">upsells<\/a>) that supplement the first project \u2013 similar to what you\u2019d do if you were working toward a retainer arrangement.<\/p>\n<p>For instance, let\u2019s say you\u2019re a copywriter and a business owner hires you to re- write their home page. Some copywriters would say, \u201cOkay!\u201d and get to work.<\/p>\n<p>But, if you ask, \u201cWhy do you want your home page re-written?\u201d You may discover that they are actually hoping a new home page will increase their conversions \u2026 Why not also suggest a bait piece (or <a href=\"https:\/\/www.bidsketch.com\/blog\/leads\/lead-nurturing-campaigns\/\" target=\"_blank\">opt-in offer<\/a>) so they have an automatic way to collect leads?<\/p>\n<p>This practice will increase your project fee, but also position you as more of an adviser or expert.<\/p>\n<p>However, if your client hires you for service A, don\u2019t immediately recommend Services B-Z. This can be overwhelming and scare them away. Instead, start with the most important supporting services and then make more recommendations over time. (Remember, your goal is repeat, long-term, loyal clients.)<\/p>\n<h2>3. Over-deliver every time.<\/h2>\n<p>Over-delivering is providing more than promised. It\u2019s those extra little goodies or perks that you get when you don\u2019t expect them.<\/p>\n<p>Consider the stores and businesses you prefer \u2026<\/p>\n<p>What do they do that makes you want to keep coming back? They likely over-deliver \u2026<\/p>\n<p>Maybe your favorite restaurant has the best atmosphere, the biggest portions, and the highest quality food \u2013 all at a price competitive with other restaurants that don\u2019t go the extra mile.<\/p>\n<p>Your favorite hotel probably has amenities other hotels in the same price range don\u2019t. Maybe they give you a welcome gift or make recommendations for travel, dining, and entertainment \u2026<\/p>\n<h3>Here\u2019s how to do this in your business:<\/h3>\n<p>Clients love it when you over-deliver because they feel they are getting more than what they paid for. And, when they get a good deal, they\u2019ll want to come back again. But, many freelancers don\u2019t over-deliver because they think it\u2019s too difficult \u2026<\/p>\n<p>To make it easy on yourself, <b>give them something you make during the process of your service<\/b>. For example, if you\u2019re a writer, you probably wrote dozens of headlines. Instead of giving them one, give them two or three to test so they can get the best conversion.<\/p>\n<p>To come up with something they\u2019ll value, <b>think about \u201c<a href=\"https:\/\/www.bidsketch.com\/blog\/clients\/copywriting-for-freelancers\/\" target=\"_blank\">What\u2019s in it for them?<\/a>\u201d<\/b><\/p>\n<p>The perks you use to over-deliver don\u2019t have to be huge, but they should have value to your client. For instance, a web designer could offer different color options or extra styling on a page. A photographer could throw in a few additional shots at different angles.<\/p>\n<h2>4. Be easy to work with.<\/h2>\n<p>You might consider this a \u201cno-brainer,\u201d but many clients have horror stories about the freelancers they\u2019ve worked with. Be easy to work with and reliable and clients will want to work with you again \u2013 and refer you to others.<\/p>\n<p>Remember, each of your clients has a business to run. If they can count on you to do what you say you\u2019ll do \u2013 by the time you say you\u2019ll do it \u2013 they\u2019ll be more willing to work with you again. And, after you deliver consistently for a while, they\u2019ll be more unlikely to look anywhere else.<\/p>\n<h3>Here\u2019s how to do this in your business:<\/h3>\n<p><b>First, always deliver on time.<\/b> Your clients are counting on your work being finished and turned in on time. Why? Because often freelancers are only one step in the sales process. If you fall behind, the whole project gets delayed. Also, keep this in mind when asking for extensions. It\u2019s okay occasionally IF your client can accommodate it \u2013 but ask too often and they might find another freelancer.<\/p>\n<p><b>Next, accept criticism and feedback gracefully.<\/b> In fact, be excited to receive valuable input because it helps you improve for that client and others. (However, sometimes clients are wrong. If that\u2019s the case, be nice and helpful. Explain your side \u2013 with proof to back it up \u2013 and if they still won\u2019t budge suggest that they test your way against theirs. For advice on testing, see number five in <a href=\"https:\/\/www.bidsketch.com\/blog\/sales\/copywriting-with-personality\/\" target=\"_blank\">this article<\/a>.)<\/p>\n<p><b>Finally, manage your workload.<\/b> You might want to use a <a href=\"https:\/\/www.bidsketch.com\/blog\/resources-and-tools\/freelancers-and-entrepreneurs-resources\/\" target=\"_blank\">calendar<\/a>\u00a0or a spreadsheet to keep track of your projects and deadlines. Also, break down large projects over the timeframe you\u2019ve allowed. That way you\u2019re not frantic to finish something at the last minute. (Additionally, avoid scheduling more work than you can handle \u2013 even though it may be tempting once your clients are returning again and again.)<\/p>\n<h2>5. Follow up (and then follow up again)!<\/h2>\n<p>With everything involved in obtaining a new client \u2013 marketing, lead capture, follow up, proposals, agreements, and more \u2013 why would you want to do just one project and consider it done? I wouldn\u2019t. Yet, I see many freelancers do this all the time. Often their reasoning is, \u201cIf they like my work enough, they\u2019ll call me for more.\u201d<\/p>\n<p>But, just think about how busy your clients are. They probably don\u2019t have time to follow up with you \u2013 and they likely expect that if you want to work with them again, you\u2019ll ask \u2026<\/p>\n<h3>Here\u2019s how to do this in your business:<\/h3>\n<p>As soon as you finish a project, schedule a few follow up calls or emails.<\/p>\n<p><b>Contact them once within a week<\/b> or so to make sure they were happy with your work. Many freelancers avoid this because they assume, \u201cNo news is good news.\u201d But, if you don\u2019t follow up, you\u2019re not likely to land repeat work with them. Plus, if they are happy \u2013 thrilled even \u2013 don\u2019t you want to know? (After all, that\u2019s the perfect time to ask for referrals or a testimonial.)<\/p>\n<p>Here\u2019s what you might say:<\/p>\n<blockquote><p><em>Dear [Client\u2019s name], <\/em><\/p>\n<p>I hope you were thrilled with [project name]. Remember, [a perk like \u201cup to two revisions come with your order.\u201d]<\/p>\n<p>If you\u2019re happy with my work, the best compliment you can give me is a testimonial or referral. Thank you in advance for either.<\/p>\n<p>Also, as we talked about on [time frame], an [additional project] would help you get even more conversions and increase the profits from your website. I\u2019ll create a proposal showing you the exact potential and send that over to you next week.<\/p>\n<p>Please let me know if you have any questions.<\/p>\n<p>Thank you,<br \/>\n[Your name]<\/p><\/blockquote>\n<p>After the initial <a href=\"https:\/\/www.bidsketch.com\/blog\/sales\/setting-the-stage-for-new-work-with-old-clients\/\" target=\"_blank\">follow up<\/a>, <b>reach out to them every month.<\/b> One way to do this is with an e-newsletter. This practice keeps you at the top of their list when another project comes up.<\/p>\n<p>Also, try to <b>provide something of value<\/b> whenever you can. For instance, if you see a news story or article relevant to one of your clients, send it to them. (Be sure to explain why it\u2019s important to them or how it can help them.) You could say something like:<\/p>\n<blockquote><p><em>Dear [Client\u2019s name], <\/em><\/p>\n<p>I saw this article and thought it would be useful as you enhance your website for more conversions: [link]<\/p>\n<p>Enjoy! \ud83d\ude42<\/p>\n<p>Best,<br \/>\n[Your name]<\/p>\n<p>P.S. I have a lot of ideas to help you with [your goal]. Should we be talking? If so, just reply any time.<\/p><\/blockquote>\n<p>And, in each follow-up <b>include a call to action<\/b>. You want them to know you\u2019re available for future work. You might suggest additional projects, upsells, or even a discount if they work with you again.<\/p>\n<p>As I mentioned earlier, repeat clients are the bulk of my freelance business. I love my clients and treat them that way. As a result, I get more paying projects from the same clients \u2013 allowing me to market less and earn more.<\/p>\n<p>Your turn \u2013 what did I miss? Do you have any techniques for getting repeat clients? Join the conversation in the comments below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You probably don\u2019t need to be convinced that repeat clients are a great formula for a freelancer\u2019s profit and success. I mean, just look at these stats \u2026 According to Bain &amp; Company, it costs 6-7 times more money to land a new customer than to retain an existing one. And, according to Marketing Metrics, [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[119],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Simple Techniques for Producing Repeat Clients<\/title>\n<meta name=\"description\" content=\"Hi freelancer! Want more repeat clients? 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