We wanted to get to know Jake Poinier (NAIWE’s Freelance Expert) better, so last month we sat down with him. Here are some thoughts he shared with us.
What is it about referrals that make them so powerful?
They offer plenty of advantages, but the first one that comes to mind is that you’re getting a warm lead, so there’s less convincing and selling involved to secure a project. If you are getting a referral from one of your loyal clients, it will likely be a decent match, which means that they’ll be easy to work with and possibly less price sensitive. Finally, once you achieve a steady stream of referrals, it reduces your overall marketing needs — it’s like having a virtual sales force.
Is it true that referrals are free?
That depends on the circumstance. Most people who refer business to me do it as a professional courtesy. In return, I always write them a thank-you note, let them know how the project went, and might offer to buy them lunch. (Ideally, I will hook them up with a referral in the other direction.) Sometimes a referring source may request a fee, which is fine if the math pencils out. But make sure the parameters are clear: Is this a one-time fee or a fee for every project going forward?
When is the preferred time to ask for referrals?
There’s no bad time! You can introduce the topic the first time you talk with someone, along the lines of mentioning that you’re a referral-based business. If a project is going well, you can mention referrals during the process or when it’s successfully completed. Note that all of this comes with a caveat: You don’t want to come across as pushy or desperate. Your approach should be something like: “Do any of your peers in XYZ industry have similar needs that would benefit from my services?” The answer might not be an immediate yes, and if it’s not, you’ve planted the seed.
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Ask any experienced freelancer, and they’ll tell you that referrals offer the most powerful way to build and diversify your business. In this session, we’ll discuss how you can create a system that increases your volume of high-quality word-of-mouth projects. Topics include the hidden benefits of referrals; when, where, and how to ask for them; and the key steps to take that will keep them flowing.
You can join in this conversation on January 26, at 2:00 pm eastern, when NAIWE will host a discussion on benefitting from referrals. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!
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