Have a question you’d like to be featured? Let me know.
If you’re interested in working for yourself, having a side hustle while being employed, or you’re already responsible for landing clients for your employer, getting clear about who you want to work with is important.
In the beginning, I had an idea of the types of clients I wanted to work with, but I also took on clients who didn’t fit my “ideal client” because I wanted to build my expertise and confidence. I also tried to figure out how to market myself. I started with emailing and posting on social media to my friends, letting them know that I was seeking new clients.
Along with letting friends know I was opened for business, I also tried to figure out the whole marketing thing. It’s been an ongoing process, and I found myself being resistant to what I see many people do: send multiple emails about service and product launches, create paid social media posts, and host webinars that are marketed as free but serve as product pitches.
But that’s not the focus of this month’s Ask Nicole question. This month, I wanted to share my thoughts on how I find clients. Or rather, how clients find me.
The short answer: Relationship building
The long answer: My clients come from a variety of places, with the majority being through some kind of interaction or relationship. For clients who have come to me through referral, the people that referred them to me were people I highly respect or people who I may not know but they have some kind of connection to me (i.e. social media, my blog, or my newsletter, etc.) For clients that I already had an interaction or relationship with, they met me at an event (my workshops, a panel I sat on, a conference, etc.) And I have yet to pay for a sponsored post or blast my newsletter subscribers with promotional emails (yet).
Here’s what I know to be true for finding clients:
1) You never know where your next client will come from, 2) Clients may not be ready to work with you when you make an initial contact, but when they’re ready they will come back, and 3) It’s more fun when you allow clients to come to you instead of chasing after them.
In fact, I recently watched an online training by entrepreneur Christine Kane. In the training (about marketing), Christine asked, “List your three most recent clients. Where did they come from?”
My three most recent clients:
- Client 1 found me through a listserv that I frequently post on
- I met Client 2 at a workshop I facilitated a year ago, and the client recently contacted me to see if I have the capacity to work with them on strategic planning project
- Client 3 was referred to me a few years ago by a friend, and this client also recently contacted me for a multi-year evaluation project
Think of client-relationship building in three connections: Primary, secondary, and tertiary connections.
Client 2 is a primary connection (a client I met directly). There had already been some form of a relationship building because the client wasn’t just cold-emailing me. We had already established a connection prior to them contacting me about becoming a client. Primary connections can be folks that you meet at an event you attend as an attendee or a trainer, facilitator, or speaker.
Client 3 is a secondary connection (a client through referral). Someone else brought the client to me as a referral. The client asked their professional and personal networks recommendations of someone with a particular skillset, and the referral felt I was a good fit. Since I have particular skillsets and interests, not all client referrals I’ve gotten have been the right fit, but I’m happy that my name comes to mind when giving out recommendations. Also, while most of my referral clients have come from someone I actually know, I’ve gotten a few clients who have been referred to me from people I don’t know, which is all the more interesting. These referrals may be through a tertiary connection.
Client 1 is a tertiary connection (a client through other means). I’m part of several listservs, and most of the time, when I email those groups, I’m looking for recommendations, advice, or I’m just forwarding interesting information. Tertiary clients are the most interesting because you literally don’t know where they’re coming from or who is watching you. Tertiary connections can also be your blog readers, newsletter subscribers, podcast listeners, and social media followers. Regardless if you’ve never met, tertiary connections can still feel a connection to you, enjoy your content, and can either request to work with you or refer you to someone who may need your services.
Outside of building relationships, I sometimes get clients through other means, such as requests for proposals (RFPs). It’s a dry process, but I still try to build rapport with this kind of connection. It’s rare that I respond to RFPs, mostly because I rarely get selected for the job (plus I don’t like “chasing” after client work). But when I’m in the running, I always ask to speak with the client directly so that I can clarify anything that’s in my proposal, share more about my background, and also ask the client what they hope they can gain out of working together and how they feel I may be a good fit.
Key takeaway
Focus on building genuine relationships and being helpful where needed (and within your capacity). And remember:
Sometimes a client may not be ready to work with you right now. But they'll come back when they’re ready. Share on X
