10 SIMPLE WAYS TO SURPRISE YOUR CLIENTS

“Clients don’t like surprises,” said one of my business mentors.

“In an unpredictable world, they need to know that they can depend on you. If you can live up to their expectations, you’re building a long-term relationship.”

Wise words from a wise man, and yet I only partially agree with him.

In order to live up to your client’s expectations, you first need to know what they are.

Many clients forget to tell you( or they think you can read their minds), and many freelancers don’t bother to ask. They just assume they know, and get burned in the end.

Thanks to the marvels of the internet, there’s often little or no direct contact between a client and a freelancer. You know how it goes. We respond to vague job postings with a vague budget, and simply hope for the best.

If we happen to land the job, we get straight to work so we can meet the deadline. But what to do when we’re not sure what to do?

Some freelancers will turn to their colleagues and ask them for an uninformed opinion:

“Please help. Should I pronounce this strange name in this way or that way?”

“Do I read all the footnotes or shall I leave them out?”

“What kind of tone or accent would be best for this book?”

Sorry people, but you’re barking up the wrong tree! It doesn’t matter what your Facebook friends think you should do. Your client doesn’t care what they think either.

Go to the source and ask!

The only way to consistently satisfy your customers, is to meet and exceed their expectations. You’ve got to offer exceptional value that justifies your rate. That’s how you build your business.

Let’s get to the first part of my mentor’s advice. The part about surprises.

I happen to think that clients are human, and humans tend to like surprises… as long as they are pleasant.

The first way to surprise your client has everything to do with what we just talked about:

1. Communication

Unless it’s cut-and-dried, don’t just accept the job and get to work. Get in touch, and stay connected. Show some interest in the project you’re hired to do. Ask questions. Get details. Give updates. You’re not some speech-imitating computer program. You’re a real person, so show your client you care. 

You’d be surprised how much goodwill you create when you communicate. Time spent getting to know your client’s preferences will save you time in the end.

So, let me ask you this: ff you could work with someone who is open, flexible, and communicative, or with someone who isn’t, who would you choose?

2. Appreciate

Even the most selfless individuals have an inner need for validation. We all want to know that what we do or have done, matters.

One way to surprise your clients, is to let them know how appreciative you are that they’ve entrusted their project to you. Find something specific you can compliment a client on. Perhaps they’ve provided you with a pronunciation guide. Perhaps you’re excited about the product you’re promoting. Maybe you fell in love with the story you’re about to read.

Your client cannot read your mind. They can’t see your excitement. You’ve got to tell them!

In a society where we usually point out what’s wrong, it is time for some heartfelt positive reinforcement. Compliments don’t cost a dime, and they give people wings!

3. Involve

A huge percentage of your clients has never worked with a voice over before, or they’ve had a bad experience. By telling them about how you work, you are putting their minds at ease. You are managing their expectations. An informed client has learned what he or she is paying you for, and is less likely to complain about an invoice.

Some clients have no idea to what extent they can be involved. I always let them know they can listen in, and direct me during the recording session. Believe it or not, some customers still act surprised when they find out how much input they can have. The more involved they are, the greater the chance that they’ll be happy with the end product.

4. Reward

On the topic of positive reinforcement, I like to reward returning- and extra generous customers by occasionally throwing in freebies. One of my long-term translation clients recently asked me to translate two or three words. Even though I minimally charge $30 regardless of the length of the text, I told them it was on the house.

Never nickel-and-dime a client with a big budget. 

Another return client sent me a Dutch script that was translated from English. Even though they’re not paying me to proofread it, I always do. Of course I found a few mistakes, and I suggested some changes. Free of charge. Mind you, I’m not operating a pro bono translation service. I just use my fine-toothed comb to make sure the end result won’t embarrass my client (and the person who’s reading the text).

Also think of rewarding clients who pay within ten days after invoice. Offer a percentage off the bill as an incentive. Carrots work better than sticks. Reward clients by absorbing the fee for money transfer. Give them 5% off the next project just to say thank you for being loyal customers. That’s not an expense. It’s an investment in the relationship. 

5. Add value

All of us have many talents, but clients won’t make use of them unless they know what we’re capable of. A female colleague surprised a client by telling him she also sang in a jazz band. The next day she was hired to record ten jingles.

Another colleague has extensive on-camera experience. After finishing a voice over job, she told the producer she had to go to a casting call. That afternoon he looked at her online portfolio and booked her for a TV commercial.

A VO-friend of mine can do many voices. One day he was recording a rather serious eLearning script. During a break he started reading the text in some of his silly voices. The producer was standing outside, and thought a few new actors had entered the studio. When he saw it was my friend all by himself, he was impressed. Two weeks later, my friend started his career in cartoons.

Remember: don’t expect a client to know how versatile you are. Find a playful and natural way to remind them without bragging about it.

6. Refer

No matter how talented you are, you’re not always a good fit. Surprise a client by recommending a few colleagues who could get the job done. You’ve just saved your client a ton of time, and you’re likely to make a colleague happy.

If you don’t know anyone, refer your client to your agent who does.

7. Beat the deadline

As long as quality doesn’t suffer, delight your client by sending in your work early. This will make the person you’re working with look good. And if that person looks good, you look good. Everybody wins.

8. Speak your client’s language

I mean this literally and figuratively. It’s important that you can explain what you’re doing in terms your clients can understand. Too often, I hear people use jargon and they don’t even have a clue they’re using it.

Clients won’t always admit that they have no idea what you’re talking about. Look your client in the eye, and/or listen carefully. Are they still with you? Do they have questions? Don’t expect them to sign off on something they don’t yet understand.

If you’re dealing with a foreign client, find out how to say “thank you very much” in their language, or a simple word like “goodbye.” It doesn’t take much effort, and it’s always appreciated. Show your client that you’re not one of those people who expects the rest of the world to speak English. And -getting back to number 2- let your client know how much you appreciate the fact that they’re communicating with you in English.

9. Send a card or make a call

Your job isn’t done as soon as you transfer your audio files. At that point you enter the after-sales part of the transaction.

Rather than sending a quick, impersonal thank you note, why not make a call? Why not send a card? Some colleagues have designed special cards for that purpose that includes info on how they can be reached.

I once came to a studio to record a voice over, and I saw my own card on my producer’s cork board. I had sent that card over a year ago!

“Do these small gestures really matter?” you may ask.

The only actions that have no impact, are the ones you don’t take. 

Part of your job is to distinguish yourself from all the other voice overs that could have done the job.  Small acts of mindful kindness add up and create a positive association.

10. Stay in touch

To elaborate on that a bit more… I know quite a few colleagues who go from job to job. Once the script has been recorded and the invoice has been paid, they forget about it. They also forget about the client who hired them. Big mistake.

You don’t need an introduction to a client you’ve once worked with. As long as they were happy with your work, there’s an increased chance that they will hire you again. That is… if you manage to stay on their radar screen.

I’m not asking you to cyberstalk old customers, or to bombard them with bi-weekly newsletters they never signed up for. Find an appropriate and relevant moment to connect.

Key number 1 is to keep it personal, and to keep it short.

Key number 2 is to not make it about you, but about them.

One of the producers I’ve worked with just won an award. I called her up, and congratulated her on her win. Her first words:

“Paul, what a nice surprise!”

One last but very important thing.

All these different ways to surprise your clients can and will backfire when used as manipulative tricks.

Whatever you decide to do, it has to be genuine. It has to be sincere. Don’t even try to fake it, because you will fail.

Your intention determines your results.

That, my friends, should come as no surprise!

ONE LAST THING

This blog is being targeted by aggressive spam bots. That’s why I had to put an equally aggressive spam filter in place. This means that when you comment, you will receive an automated response that your comment has been flagged as spam.

Don’t worry. All I need to do is approve your comment and it will show up. Thanks for understanding.

 

photo credit: Jesse Draper via photopin cc