It’s no secret that good communication is key in any project’s success. It’s also good to remember that the way you communicate with your clients is a reflection of your business’ integrity and professionalism.
If you are rude and unprofessional, or just unhelpful, your bad reputation may precede you. Which means less work, lower quality projects, and less money in your pocket.
Unlike phone calls or face to face meetings, emails are (semi)permanent accounts of the information you communicate. So you should approach every time you email your clients as not onlt a communication tool but also a chance to gain your clients’ trust and lay the foundation for a long, mutually beneficial business relationship.
1. Have a proper beginning & end in your emails
Why: We live in a text-message-crazy world, but that doesn’t mean that simple, good manners should go out the window. Always start your emails with a greeting and end them with a closing.
A “Hello”, “Good day”, or even “Hi” sets the tone for the rest for your email. Just as “Looking forward to hearing from you” or “Have a great weekend” ends your message on a positive and professional note.
This is a simple formality that will go a long way to show that you are respectful and professional.
Exceptions: Over time you may develop a more familiar rapport with some of your clients, you may then opt for a less formal email structure. Though in general it’s much easier to offend a client by getting too familiar too fast, so it’s better to err on the more formal side of things.
2. Answer all quote requests
Why: Simply put, someone has taken the time to look you up and write you an email, the least they deserve is the courtesy of a reply.
Even if you’re not interested in the project, or are booked up for a while, this is a chance to make a good impression and you should be taking every chance you’re given to create a good reputation for your business.
How: If you think you’re too busy to answer every single quote request you get then you haven’t streamlined this process.
- Use quote forms, they will save you an insane amount of time. No more asking the same questions over and over again, or having to remember if you covered all the basis. My personal preference is a PDF form, but you can certainly make a web form.
- Take a few minutes to set up email reply templates, one for the projects you’re interested in, one for those you’re not.
Presto-manifesto, you’re answering quote requests in a fraction of the time it would take you otherwise. Of course, you shouldn’t just copy & paste your templates. Tailor your emails to the person you are writing. You’ll still save a ton of time by not having to re-write the same details over and over again.
Exceptions: Unless an email is an obvious scam you have no excuse to leave it unanswered. Sorry.
3. Say “no” to projects courteously
Why: A “no” can very easily be taken in a personal way. As a freelancer you are only one person, not a faceless corporation so even if you have to say “no” make sure you’re not offending anyone.
How: There are two types of “no”s when it comes to quote requests:
- No, I’m not interested in the project. The reason “why” isn’t so important, in fact, the less you say here the better off you are.
“{Greeting of your choice}
Thank you for your email. Regretfully, I won’t be able to help you with your project.
Best,
Your Name”That’s it, simple, concise and to the point. You haven’t said anything that you shouldn’t say, and you made your point.
- No, I can’t take on your project right now You’re booked up for a while, but you’re interested in the project.
Take all the usual steps you take to provide a quote, which should include finding out the project’s deadline. Explain that you are booked up through such-and-such date (or an approximation thereof).
If the prospective client has a flexible deadline - voila, you may be able to book the project for the future.
End your message by stating two things: 1. That you understand if the prospective client chooses to hire someone who is available sooner than you are; 2. Reasons why you’d like to work on the project.
Don’t brown-nose, just be honest: Is the art direction right down your alley? Do you want to be involved because the company you’d be working for shares your values?
If you can’t meet the project’s deadline - offer a referral to a trusted freelancer in your field.
Exceptions: Umm, none. Don’t be rude, be helpful and courteous. Don’t give people a reason to dislike you. Instead provide a positive experience even if you don’t book the project.
4. Be honest without being rude
This skill will help you in all communications with your clients. Start practicing it now – practice makes perfect.
Why: No one likes to have his/her time wasted with round about half truths. At the same time, a disagreement with a client may get you fired if you don’t handle it with poise.
There will be times when your clients will come up with an idea or solution to a problem that you will disagree with based on your experience in the field. You owe it to your clients to not just provide them with your technical skills but also to give them the benefit of your expertise.
How: Try to put yourself in your clients’ shoes. I know, easier said than done. But this is an integral communication skill that will help you in all of your interpersonal relationships.
Here are some general suggestions:
- Don’t be condescending.
- Do explain yourself without too much technical jargon.
- Don’t take criticism personally.
- Do realize that the project isn’t your baby, it’s your client’s baby.
- Don’t become a “yes” (wo)man. You’re not a robot.
- Do offer alternative solutions to a given problem if your client proposes a solution you disagree with. To do so, identify the fundamental problem at hand, your experience should tell you how to deal with it best.
- Don’t submit your work without presenting the reasons for choices you’ve made in creating the work the way you did.
- Always back up your choices with facts and/or examples.
- Don’t write a short novel to explain yourself. Make a call instead – your client might be a lot more receptive to your ideas than you expect. This will save you both some time.
- Do express yourself succinctly. If you can explain the same idea in one sentence don’t write a paragraph reiterating the same point over and over again.
By taking the focus off of the fact that you disagree with your client and placing it on viable solutions you will demonstrate that you are invested in the project’s success. This also ensures that the disagreement isn’t taken personally by your client.
Lastly, providing explanations for your choices gives the client insight into your thought process. Thoughtfulness goes a long way to ensure that your honesty doesn’t come off as rude.
Exceptions: Nope.
5. Reply to emails in a timely manner
Why: Hell hath no fury like the client neglected. If your clients feel like you are hard to reach you’ll start getting calls during all hours of the day.
More importantly, if your clients feel like you don’t take their needs seriously, they’ll find someone who does.
How: I’m a fan of having a system – this means that you treat all clients with consistency and your clients know what to expect from you.
- Keep regular business hours. After all, you’re running a business.
- Use auto-respond messages outside of your business hours. Include what your business hours are in this message.
- Always give priority to urgent emails.
- If you’re swamped with work that can’t be put off, send a courtesy reply confirming that you’ve received the email, state the approximate time you will fully address your client’s questions/needs/issues.
Exceptions: Not all emails are urgent, so use your best judgment. If there’s a serious issue with a website you just launched – drop everything and fix it. If a client has a general “what if” question, get to a good stopping point with whatever you are working on and write your reply.
Generally speaking, waiting for a reply for over 24 hours is unacceptable even if the issue isn’t urgent.
What do you think?
Did I miss anything? Do you have some suggestions of your own? Don’t be shy, let me know what you think!
