Freelancers, stop giving away free advice: How to hook clients without giving away too much in consultations
One of the biggest hurdles for many freelancers, particularly those starting out, is figuring out how much to reveal in an initial “free” client consultation. How do you show your expertise and value without giving away so much advice that the potential client no longer needs to hire you?
This balancing act can be tricky, but with the right approach and knowing what to reveal and what to hold back can not only impress prospective clients but secure an assignment or fixed-term project.
Strike the right balance: sharing vs. over-sharing
The key to a successful consultation is providing value without giving away your entire strategy for free. Think of it as offering a delicious appetiser that leaves them wanting the full meal.
What to share:
Insightful observations about their business: Obviously, do your research on the business, their website and their press releases and media coverage before the consultation. “I noticed your website traffic has dipped a bit in recent months. This could be due to X, Y, or Z.” Or “What are you initial thoughts about content integration once the merger completes?”
High-level strategies: “How did you come up with your content marketing strategy? Have you considered a new approach to your thought leadership pieces and social media posts to gain a more targeted or wider audience?”
Examples of your successful work: “In a similar project for [previous client], I implemented a new SEO strategy that increased their website traffic by 20%.” If a prospective client starts to ask detailed questions about a previous project do not give all the goodies away. Explain the results and a few steps you took to get the desired results. Mention obstacles you overcame. Then focus back onto the client. Keep the questions flowing in their direction.
What to keep under wraps in a free consultation
Specific, tailored solutions: For example, don’t reveal the exact keywords you’d target for their SEO campaign or the precise content calendar you’d create. That should be paid work!
Detailed processes: Avoid a step-by-step breakdown of how you’d execute a project. Instead, focus on the “what” and the “why.”
Proprietary tools or techniques: If you have unique methods or resources, keep those close to your chest even if they ask for them. Explain that is what clients hire you for, and each client will have a tailored plan once you are working with them.
Setting expectations
Be upfront about the purpose of the consultation before it is arranged. You can say or email something like, “This consultation will be a great chance for us to get to know each other and explore what you may need and how we could be a good fit. I’m happy to share some initial thoughts and answer your questions, but as with all my clients, developing a detailed strategy would be part of a paid engagement.”
Hooking clients and securing a project
A successful consultation is about more than just doling out advice; it’s about building rapport and demonstrating your value. Here’s how to leave a lasting impression:
Ask insightful questions: Show genuine interest in their business and their challenges. The more you understand their needs, the better you can position yourself as the solution. You are also finding holes in their strategies and how you could fulfil their goals.
Highlight your unique selling points: What sets you apart from the competition? Emphasise your specialist skills, experience, or approach.
Present yourself professionally: Be punctual, prepared, and enthusiastic. First impressions matter.
End with a clear call to action: Don’t hesitate to close the deal. You just spent your valuable time and it should not be for nothing. You can outline the next steps and reiterate your professional enthusiasm for working with them. For example, “I’m confident I can help you achieve [client’s goal]. I should probably ask, did you have a timeline or target date in mind?”
Dealing with post-consultation radio silence
Isn’t it frustrating when a client seems keen on the consultation but then disappears? Was it something you said? Didn’t say? Say too much? Here’s how to handle it:
Follow up: Send a polite email a few days after the consultation, summarising your key takeaways and reiterating your offer.
Don’t be afraid to reach out again: If you don’t hear back, try another email or a phone call. Sometimes things get lost in the shuffle.
Know when to move on: If you’ve made several attempts to connect with no response, it’s time to accept that this client may not be the right fit or not ready to hire for a whole host of reasons.
By striking the right balance between sharing your expertise and protecting your knowledge, you can make the most of free consultations and hook paying clients. Each consultation should also be used as a learning and industry-gathering exercise.
How do you handle initial consultations?
How have you handled radio silence after a consultation?
