How to Ask for Work Without Looking Desperate
A recent thread on a forum I follow centered on how to ask for referrals to new clients. Some posters mentioned that they are reluctant to ask their existing clients for referrals because they don’t want their clients to know if they’re struggling. And they don’t want to ask other freelancers, because they don’t want their competition to think they’re weak. I admit that I sometimes grapple with these concerns, but existing clients and fellow freelancers can be great resources for referrals.
Here’s how to make the ask without making yourself look desperate:
Choose the right time and place.
Several months ago I attended a potluck dinner where one of the other guests mentioned that she designs and sells jewelry. Before I knew it, she’d poured hundreds of little beaded necklaces on the living room floor and asked if anyone was interested in buying. From one creative to another, my heart went out to her, but I didn’t come to the dinner to buy jewelry. Several of the other guests felt uncomfortable with her unexpected sales pitch, and she didn’t sell anything that night. Perhaps if we’d seen her jewelry on Etsy or gone to a craft fair, things might have worked out differently. Instead of cornering someone at a social gathering and giving them the hard sell, ask for their card and follow-up in a more appropriate time and place.
Be proactive.
Don’t just tap into your network when you need new clients. If you see an ad for a fashion blogger and think it might interest one of your freelance pals, send her an email. If you hear that a client you’ve worked with just got engaged, drop her a line to congratulate her. If you read an interesting article about social media trends, forward it to your friend the web consultant with a short note. No need to mention your needs or availability in every correspondence. Make this about them. You can ask for favors later once you’ve built some goodwill. In fact, sometimes just reaching out will result in unsolicited leads.
Don’t settle.
If you’re really hurting for work, you might be tempted to make broad, sweeping statements like, “I’ll do anything! I can code or write or even water your plants.” Resist this urge. I sometimes update my LinkedIn status to things like “researching socially conscious marketing companies” or “on the lookout for women-owned businesses that need a freelance copywriter.” Isn’t that simply broadcasting desperation? One forum member asked me. I don’t think so, because I’m not begging for any old copywriting project. I’m looking for something specific, and if that resonates with someone in my network, great. If not, no harm done. I also mix up my status with updates on new projects or travel plans, so people in my network know I’m not constantly looking for work.
Give them an out.
You don’t want to bog down your request with too many phrases like “hope this isn’t too much to ask” or “I know you’re really busy,” but remember that no one is obligated to help you. They might choose to help you out, but don’t make it awkward for a colleague or client if they dodge your request. Maybe they are really busy or can’t think of any colleagues who need your services.
Show some gratitude.
Whenever someone offers a lead, even if it doesn’t pan out, be sure to thank them. I appreciate creative thank you’s when I do a favor for another freelancer, and I’m sure clients appreciate it, too. For instance, one writer sent me a jpeg of a cake as a sign of her gratitude when I helped her break into a new market, another sent an ecard. In addition to thanking the other person, you might offer to return the favor. A willingness to reciprocate ensures that others will want to help you grow your business now and in the future.
How do you ask for referrals? Do you struggle with this issue, too? Any tips you’d like to add?
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am considering freelancing as a side job. i will definitely benefit from this article, thanx a lot
This is one of my biggest problem-seeking out gigs that i deem will portray me as really desperate for a job. I have put off applying (cold calling and cold emailing) for many potential gigs for fear of coming off as a beggar for these jobs. But it seems there is art to seeking work without losing face. I believe putting these simple tips to use will yield the expected results.
Great post Susan
Great post. It reminded me what happens when you aim for a job and hope you make friends along the way: you very well may wind up losing both.
If the analogy helps, think about a Christmas tree. Relationships, I’m learning, are the “tree” and the jobs we have throughout our careers are like ornaments. They get moved around, sometimes get tossed, may fall off and break. But the tree is the one constant.
Perhaps the problem many have–as I have learned myself–is that we see the relationships in our lives as secondary to the job when its the opposite that is true.
I agree with all of your points, Susan, but the biggest problem is the fear underlying the question in the first place.
I wrote about this in my Quick Tips from Marketing Mentor earlier this year (http://tinyurl.com/mv5ac4), using a couple of actual examples of people who picked up the phone to ask for work and got it because the timing was right.
You really can’t afford to worry about what people think, especially at a time like this. The only people who get the work they want are those who go after it. The alternative, taking whatever comes along, is the lazy freelancer’s way, and can be dangerous to the health of your business.
I really liked what you said about using the LinkedIn status to show what you are doing professionally. That’s a great idea! I updated mine before I finished reading the article
For me, it’s never felt awkward to just mention to friends/contacts (usually in person) that if they know anyone who needs a designer, here are a couple of my cards, feel free to pass them out. And then I move on in the conversation. I don’t linger and probe to see if they currently know anyone or will indeed tell people; I think that’s what makes it feel uncomfortable. It’s a good thing to do because it makes you first on their mind if they DO here anything.
And real life story about your last point, just happened this week: a colleague of my husband’s offered to put the word out to her network that I’m available for hire, so I sent her a letterpress Thank You card that I had printed (he mentioned she really liked the paper my resume was printed on and that made me think she might appreciate one of these cards). My husband said that prompted her to think of a few more people to contact for me! Cool!
Great Article! I think you make some excellent points. I’ve made the mistake of selling myself and my work in bad times. There is a time for everything and sometimes, you should’t talk about work. Thanks!
Good article, it’s always important to thank people who give you leads or inquires even if it doesn’t work out and don’t forget to return the favor as well by recommending people who you think may fit the job description they are looking for even if it is not you.
I actually received an email from a contractor I work with. In the email she offered a special limited time promotion on orders of blog posts or articles. This type of promotion could go horribly wrong and come across as desperate but she had a wonderfully friendly, let me help you tone to it that made me smile.
And, I just think it’s good business to get out there and promote yourself.
Thanks for the post and the insight!
Great post, very useful tips. Never look desperate, and always say that you are doing fine, and having a couple of projects (even If you don´t) ;-D
As a freelance writer, if I pitch someone, it’s because I genuinely believe I have something to offer them, whether that’s a story idea, or a suggestion for improvements to their marketing material, website, whatever. If you’re suggesting something good, there’s no way you will seem desperate.
Equally, as someone who also commissions work to others, there’s nothing less likely to get my attention than someone who sends me an email telling me how great they are and simply asking for any work going. Right now, I get about 20 approaches a week, for four or five possible commissions.
If you’re so great, show me by suggesting something for my business that I haven’t thought of already. That’s what gets freelance commissions.
Nice suggestions. Networking is a great way of getting new work, even better if you are building an actualy relationship rather than just pushing your services.
Nice article. A slight shift in focus might make everyone feel more comfortable. Instead of portraying your position as “looking for work” (or even thinking of it that way), instead try, “looking for great new clients to work with.” That way it seems more qualified (potential clients might think, “Hey – I’m pretty great!”) and it feels more like you’re seeking a partnership than being desperate for work. Kind of like “situations wanted” instead of “personals”.
Pulling out your wares at a party, though – that does seem totally desperate.
I use networking for getting work and it works for me very well. I believe in providing solutions not only services. My clients refer my name but it takes a time to build a confidence that yes I’m the best. I have not done any direct marketing from last 2 yrs.and getting loads of work. But still you need to indirect marketing.
Thanks for sharing this post.
I’m a big believer in keeping the sales efforts going, no matter what. Doesn’t matter if I’m completely out of projects or have a plate full of them. If I see an interesting lead, I’m going to call it.
A difficult subject, but it all depends on your relationship with prospective clients. I find that bluffing and saying “well I have some big projects coming soon but I can hold them off while I do a small project for you”
Hehe
http://marketingstatements.com/tag/pre-interview-training/
When I give my clients pre interview training I always insist on helping them to compile a value proposition that outlines the values that they hold dear as people, but also the value that they can add. All of this is wrapper up in a great story.
You have to make yourself different to the next person and often it is stories in your life which reflect the type of character that you are in certain situations. I coached a Financial CEO pre interview many years ago who kept reeling off his CV to me – BORING – I probed him about his life and he told me that he used to be a bomb disposal expert. Bingo! If this man could keep calm whilst detonating bombs running a large financial institution was going to be within his capability. The story also made him memorable.
While I do get referrals from clients, and I’m happy when I do, I rarely ask for them. Not because it sounds desperate, but because it sounds like I’ll be reducing the bandwidth (to quote one of my IT guys) I’ll have available for them.
Don’t you find that your regular clients say things like, “I know you have other clients” in wistful voices when you can’t do a job for them right away? Doesn’t it feel as though you’re cheating on them?
I think clients, in their hearts, would like us to stay in suspended animation waiting for jobs from them, even if they only have a couple of jobs a month for us.
Rebecca, yes, I’ve gotten attitude from clients, but I don’t indulge it. I try to be available for them when they need me, but that doesn’t mean I’ll drop everything with a moment’s notice to do their bidding. If they expect that, then they better be willing to pay me a salary and benefits! Remember that clients aren’t your only source of referrals. Friends and other freelancers can offer referrals, too.
Another nice post, Susan, and very timely for me, as I’ve recently decided that my schedule can accommodate more work and I’d like to actively look for a few more clients. I like your advice about being available but not dropping everything at a moment’s notice. Clients need to respect your time, and if you do get more clients, the reality is that you won’t be able to drop everything when business is rolling. As for asking for referrals, I think a low-key approach with anybody you can think of is a good way to start.
Interesting article. I often approach asking for work in a roundabout manner – typically in social situations I will be talking with someone who I am discovering is a potential client, but rather than inundate them with statements indicating I can solve their problems, I ask questions to get a deeper understanding of what their needs are and then offer an “elevator pitch” with a promise to discuss it at a later time – handing them my card.
Often having taken the extra time to dig deeper – ask questions and be interested in really getting to know my prospects’ needs while not turning the social situation into a business meeting seems to work well. I can mull over what I learned and get back in touch with a more thorough initial proposal and the offer to meet to discuss further.