NFIB

Do You Work for Free?
01/ 29/ 2004

by Susan Palmquist

To make money, you need to win clients. To win clients, you've got to wow them, impress them, strut your stuff. But a few years ago, I learned a valuable lesson about finding a balance between impressing them and giving away too much information.

In 2000, I decided to become a freelance writer and publicist and was more than eager to land my first few clients. So when I got my first referral I wanted to discuss ways I could help the potential clients promote themselves and their company. During the pitch, I guided them step-by-step on ways I would help get their name out to the media. As they pumped me for examples of newspapers, radio and TV stations I would contact, I rolled off names of journalists I'd approach with news releases and story ideas. "They're so impressed, they might hire me on the spot," I thought. How wrong I was.

After our meeting, the potential clients suddenly weren't so interested. I made several follow-up calls only to be told they were on a tight budget and had decided to put any PR and marketing on the back burner. Months later, I saw the client featured in a magazine or on a TV show I'd mentioned in my sales pitch to them. When this happened to me for the third time, I knew I had to change the way I conducted business.

I came to the conclusion that what was in my head was just as much a commodity as goods sitting in a store or warehouse. And just like you might let a potential client have just a small sample of a product, you should only let a client have a sampling of your expertise.

Now when a potential client calls me, I'm upfront about what our meeting will cover. I tell them I will discuss ways I can help them, but if they're looking for someone to give them a full PR outline, then I offer a one-hour consultation for a set fee. Even if they won't hire me to carry out the rest of the work, I haven't wasted my time, and I get paid for something I was once giving away for free.

I've found clients respect me more, and this increased respect has turned into more sales. The best way to impress clients is to not give away the store, but to act like a professional.

Susan Palmquist is a freelance writer based in Eden Prairie, Minn. She can be reached at stpromo@yahoo.com.

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This article originally appeared in the February/March 2004 issue of MyBusiness magazine.

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