The Sustainable Freelancer: Sell What You Know

Next up in our guest blog series brings us Ben Klocek, the true expert on what he calls “Sustainable Freelancing”, which in most cases involves, you know, actually making a living as a freelancer. Not as easy as it might sound. In this article, Ben talks about the most important aspect of a freelancer’s relationship with his or her client: perception.

Have you ever felt this way?

…like you’re stepping out on a shaky limb when going to that first client meeting or sending out a proposal?

I have, and I figured out why, and how to change it. As I looked into it, I discovered that my approach was disorganized and unfocused, leaving me unsure of myself just when I most needed confidence.

Recently I read the Win Without Pitching Manifesto by Blair Enns. It lists 12 “proclamations” designed to reclaim the high ground in client relationships, using your knowledge and expertise to become an “expert advisor” instead of an “order-taker”, and enjoy the benefits to your bottom line and work satisfaction.

The aim of the book is to get you to identify where your expertise lies, and then promote services with that expertise as the primary focus.

The key here is that you lead your client through your process for that particular service, rather than vice versa.

For example: a few years ago I dug deep into responsive design. I gave presentations about it, wrote about it, offered it as a service, and when I talked with clients, I could speak clearly and definitively about it (as much as one can speak definitively about web matters). This gave me “expert” status with regards to responsive design.

As a result, I had many project leads come to me seeking to engage me in making responsive websites. In initial client meetings and when submitting proposals I was confident, because I knew exactly how I could help them and ensure that we could meet the goals of the project.

Did I need to persuade them to hire me? Nope. I had already proven my value and expertise, so instead of having to rely on fast talking, fancy proposals and a ton of anxiety, I was being pursued by them.

What if I don’t have the experience to be an expert?

Start small, with an area of your services that you feel confident in providing and wish to expand. The key here is that you lead your client through your process for that particular service, rather than vice versa.

“It is the strength of our processes that drives the consistency of our outcomes.”
– Win Without Pitching Manifesto

A good place to start is the on-boarding process because it sets the tone for the whole engagement and is usually something we have all done at least a few times.

Developing confidence in your on-boarding process might look like this: Create a simple online form that your client fills out, then a script you follow when talking with them. Take time to develop this. Focus on key questions that you know you’ll actually use when you are doing the work. I used to have questions in my on-boarding process that I didn’t use, simply because I saw another developer ask that question. Make it yours and revisit which questions you ask after each project!

This indicates to the client that you have a process developed from your experience having done it before. It sets the rules of collaboration. Obtaining the “expert” title means you lead them, and aren’t taking orders.

Remember though, that the on-boarding process is just the beginning. After you have that dialed, select an aspect of your services that clearly provides value to your clients and develop a process for it. Only through consistent application of your experience, followed by evaluation of your success, will you get better.

All you need is to focus

Selling what you know requires you to “choose a focus, then articulate that focus via a consistent claim of expertise, and finally work to add the missing skills, capabilities and processes necessary to support that claim”.

When you do, you can focus on finding projects where you honestly and confidently provide real value, which in turn leads to better projects with greater value to you and the client.

Now go read the Win Without Pitching Manifesto, it’s free online!