There’s no shortage of clients out there, every business has a need or wants that special someone that can fulfill their branding needs and make their lives easier! Finding clients that fit you best as a freelance designer though can feel like being stuck in an endless loop of first dates and dating app swipes! It’s time to narrow things down–and fast. Like weeding out potential matches that you don’t jive with, it’s all in asking the right questions–right away!

Let’s check it out

0.1 What are your internal and external problems?

As a freelancer, it is your job to be the expert and distinguish “wants” from the “needs”. 

Your job is to distill from their first request what their biggest pain point is. Freelancers most often advertise based on the solution of an external problem, like branding packages or website redesigns, however, potential clients buy based on internal problems like being confused about what branding should look like or being frustrated with poor conversion rates on their websites. Being able to address and solve their internal problems is what builds the relationships you need to have to secure those long-lasting clients.

0.2 What were you looking for when you found me?

Ask the client to tell you more about why they reached out/about their business. What someone needs and what they’re looking for usually end up being two different things. You have the knowledge and industry experience to guide them to the correct solution for their problems. It may not cross someone’s mind that a strong brand is more than just a well-made logo, or that redesigning one aspect of their brand affects the rest of it, and that’s okay! This is what you’re here for.

0.3 How would you describe your brand and its values?

So your potential client is already in your niche, great! That should be all it takes, right? Not quite. Learning about the thought process behind a brand can quickly illuminate any key differences you might have.

0.4 What does success look like to you?

This question not only helps you set your goals for working together, but it also allows you to manage expectations. Some people work under the misconception that hiring a professional means instant success and day-and-night change. More often than not, steady gradual success is more sustainable than having booming success overnight.

0.5 What kind of communication and involvement do you want?

No one likes a “backseat designer” client, but no one also likes thinking their clients want to see the final work before publishing only to hear back a mere few days away from the finish line. Get clear on your communication with them. Do they expect to get an update every step of the way, or do they just want to know when it’s done? If you don’t have a proper system in place to guard your time effectively, you’ll watch your profits and revenue dry up quickly. Don’t let anyone who reaches out to you bypass your processes. Make sure that you speak with the buyers, not those that are just looking around for prices. Letting your client know about your process ahead of time helps to establish trust and rapport, and ultimately will help you build long-term relationships.

0.6 What is your ideal timeline for this project?

Good work takes time. If a client mentions an unreasonable turnaround time, it doesn’t have to be a dead-end. Check to see if they’re flexible and if they would be willing to pay a rush rate. If they aren’t, then make sure you account for the rush.

After reviewing the potential clients’ answers, are there any red flags you are noticing?

ie: The client says they want something “quick and affordable”, they are only money/budget-focused, they don’t answer your questions very thoroughly, they aren’t open to discussing what is best for their goals, etc. Trust your gut on this!

If you don’t feel like there are any red flags and the project would be a good fit, schedule a call with the client. I prefer video calls since it builds trust and gets to know each other better.

Also, remember that this call is to help the client discover the value in doing the project and see if you can help them achieve those goals. If the project isn’t a “hell yeah,” it’s a no. Constantly be filtering and looking for red flags.

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Stop the Cycle!

It’s time to stop guessing whether or not someone is right for your business! Stop the endless cycle of getting to know new clients, only to realize you two aren’t a match halfway through the project. Add these questions to your client discovery process and get to the bottom of whether you should be swiping left or right!

Want to add even more questions to your client discovery process?

Download the free Brand Discovery Question Guide and
get to the bottom of what your clients need faster!