Congratulations! After sending out numerous LOI’s or proposals on freelancer platforms a potential client has finally responded. It is quite the accomplishment. Now the client is requesting a phone call to discuss the project further. What do you do?
For starters, be prepared. If it means you need to dress as if you are meeting in-person, do it. If you feel like a professional you will be more likely to sound like one. It is imperative you come across as confidant and an expert in your field or the client won’t think you are a good fit for the project.
One way I prepare is by researching the company. At the very least you should have the company name or the client’s name so you can review a website or a LinkedIn page. Next, I write down my list of questions. Sometimes the client will naturally address these questions on an exploratory call or perhaps the client is clueless about what to discuss on the call. Regardless, you will need answers to these 8 questions before you begin a project.
1. Tell me about your business.
While it’s technically not a question, it is important for the client to talk about the business (service-based, e-commerce, agency, etc.) in her own words. You want to know background - when it started, success stories, and even plans for the future. The more the client reveals, the better you will be able to understand business challenges and how your services can be a solution.
2. If company is serviced-based: Can you take me through your process?
The purpose of this question is for you to know the steps the client takes from getting a lead to solidifying business. If you are writing a services landing page or google ad text, for example, you should be informed if the client offers a free consultation for services (the perfect call-to-action!), how long is the consultation, how she charges for services (packages, hourly, etc.), and if she requests testimonials after the service (add a testimonials page to the site?). The client may not divulge this information upfront so probe with additional questions to get the full picture.
3. What are your goals for this project?
The client must define the project scope and your deliverables. These items are essential to provide an accurate project price. If the client says she has 6-8 project descriptions to be written, you need to know if she wants you to write 6, 7 or 8 product descriptions. Your time and expertise is valuable and has a cost. If you are also skilled as a graphic designer who will be creating a logo, you will want to know how the logo will be used (ex: in print, online, on a billboard, etc.) and which file formats and sizes she requires.
When the client outlines exactly what the project entails, make sure you follow-up with a written summary. During the project the client may come back and say you agreed to 8 product descriptions when she said only 6 on the call. Your written words are set in stone. Do not let a client scope creep (adding to the project without paying you accordingly).
4. Who is your target audience?
The answer “men” or “women” will not do. The way I connect with a millennial mom is very different than a woman in her 50’s. And it’s more than just age and gender. Depending on the project or service, I may want to be educated on HHI (household income) or whether they live in the city or out in the suburbs. The more the client reveals who the intended consumer is, the more I am better able to write copy that will resonate with that audience. Of course if the client does not have this information, take whatever you can get.
5. Define your brand voice.
This question will uncover if 1) the client has any idea how to speak to the target audience and 2) the client has a clue about basic marketing principles. Is the client clueless? Then follow-up with questions such as, “Do you want to sound trustworthy and authoritative or do you want to come across as inspirational? (note: it is usually the former)
6. Who are your direct competitors?
I was once on an exploratory call with an established executive coach and when I asked this question, she replied, “You don’t need to know that. I don’t want you copying their site.” I had no intentions of plagiarizing the site. My intention was to review copy she liked. Clients will not recommend competitors they do not like. Their list is specifically those they wish to emulate.
In addition to seeing what the client likes, you may be able to gather intel on SEO optimized keywords that were added to the page. Large companies have bigger budgets to hire SEO firms. Hmmmm…..
7. Do you have a list of keywords for SEO purposes? (for website content)
Many small businesses have heard of SEO but do not know how to explain it. So in essence they have no idea what it is. I always educate first and then offer to create a list of keywords while in my head bundling this service into my price quote. Remember if you asked about direct competitors you will have a leg up finding some keywords to research on competitive landing pages.
As mentioned, larger companies will have a budget to hire a SEO specialist or firm. My previous clients have provided a number of keywords to include on every landing page. I list these keywords on top of my google doc or word doc to show the client I was listening and use it as a guide when writing content.
8. Did you have a deadline in mind?
“Yes tomorrow” - this is a red flag. Perhaps they need it the following day, but this is content, not surgery. You are busy (even if you aren’t) so if you have a lead time in mind, now is the time to mention it. Recommendation: buffer in 1 day. Be conservative with your response and deliver ahead of schedule. That is one way to wow the client and give them a reason to hire you again.
If I had a 9th question it would be about the budget, but I decided not to add it to the list. It is best to look over your notes from the call and follow-up with the summary I mentioned earlier along with your price quote. Think through how long the project will take. Take into account your level of expertise (or lack of). Reach out to your network of freelancers from groups on Facebook and LinkedIn to get their POV on #whattocharge. The goal is to get hired so you want to make an informed decision on price before you throw it out there. Once it is public, you will not be able to take it back.
This should give you a good starting point on the questions to ask a potential client on an exploratory call. Sound smart and work smart!