Defining your ideal client is a key step toward building a successful and fulfilling career as a freelancer. This lesson helps you identify what types of clients fit you best, how to spot red flags, and strategies to refine your client base over time.
The fit
Maybe you had an idea about the ideal client's profile before you even started. If you didn't, you should develop one after working with a few. You'll notice that certain types of clients simply fit you better - whether it's because of the niche they operate in, company size, project type or scope, or something else.
Early on, it's a good idea to try working with various clients to find out what fits you the most. Unless you already have a lot of experience in the industry and know all the ins and outs, keep an open mind. You may find out that a company size that seems too small or an industry that sounds very boring is actually something you enjoy doing and can do a good job in. The goal is to gather as much experience and information as possible. You can then use these to define a client that's best fit for you and zoom in to that specific niche or try to position yourself to acquire clients that match a given profile. Your definition of an ideal client can of course change over time as you grow.
Value of the testimonial
When choosing your clients, a very important aspect to consider is how the cooperation is going to help you in the future. Even if you charge the same rate to both clients, one may benefit your future more than the other. Either because he's well-known or respected or because there's a chance that if he's super satisfied, he can refer you to people or companies that would otherwise not even consider you. When you stumble upon a client like this, it's a very, very good idea to go the extra mile, even if you're not compensated for it, just to try to make an impression and hope the client can open some doors for you.
Specialization
If you accept clients based on your ideal client profile, it's a given these clients will have a lot in common. This means you'll have relevant references and referrals from them, which will help you acquire more of the same type.
Know yourself
An important aspect to consider is your personality. Some people have no problem motivating themselves to work on just about anything, while others have to have a project they're genuinely interested in to be on the top of their game.
💡 Keep in mind
The more "dependent" you are on working on something interesting, the more fundamental it is to find the right type of clients and projects to work on.
If you can't afford it yet
Being picky about your clients depends on how much you can afford. If you're just starting out, you may not have a lot of choice. If you can't choose who your clients will be just yet, at least be intentional during the client acquisition process and focus on getting those who fit your profile.
Types of clients to avoid
If you have already had multiple unpleasant experiences with clients, try to find a pattern - do they have an industry, company size, location, budget, project specification, deadline, or something else in common? If they do, you have to recognize whether it's just a coincidence or whether there's something that makes the cooperation naturally difficult.
Here are the most common things that would give away a client that can be a pain to work with:
Unclear or inconsistent communication
If communication problems exist before cooperation starts, they are likely to continue during cooperation, too. There's no reason why a client shouldn't respond in a timely and clear manner.
Pushing for a discount
A client constantly pushing for a lower price carries a risk of being very demanding, even to the point of asking you to do some extras for free. You have to distinguish though between speculative clients who want to lowball you to save money and legitimate organizations like non-profits or municipalities that have set budgets that can't be expanded.
Poor cultural fit
Some clients can check all the boxes on the paper, but it just won't feel right - after all, you're dealing with people. If the cooperation would include a lot of communication, you may want to think twice about going for it. This happens with clients from fields where they "do things differently."
Super tight deadlines
Clients with tight deadlines are a specific group. Someone within the company probably forgot about something that has to be done and is now trying to still make it within the specified time range, or an original contractor failed, and you're a replacement. The question here isn't only whether you can do the work within a specified time frame but also how many modifications the client requires in the process because they're often the reason why projects get delayed.
Unclear assignment
If the client can't clearly specify what he needs, prepare for the client not being able to specify when the project is complete and when you should get paid, either. Some of these cases include clients who don't have much time to deal with you - they just want the thing completed and completed right. What the "right" means, nobody knows. If the project requires a lot of cooperation from the client, you can wait days and even weeks for the input needed to continue or complete the work.
Lack of respect
There are people who consider some professions menial and treat the workers from them that way. They don't have a particular respect for the process either, which can complicate your work. Sometimes, it's just about not understanding and appreciating what goes into the work. Be that as it may, if you accept a client like this, you'd be in for a very unpleasant cooperation.
Off the books
If you are ever given a list of maybe even valid reasons why a client can't sign a contract and wants you to depend on nothing but his word, you have to stay firm. This is a clear red flag. Either the client signs the contract and ideally pays a part of the agreed sum in advance, or you move on.
Remember
👉 If you're not yet established in the industry, don't cling too tightly to your expectations - experiment with as much as possible and learn along the way.
👉 Always look for common patterns in both good and bad clients or projects.
👉 Go the extra mile for clients with great reputation and a lot of connections.
👉 Specialization helps you attract clients who have similar needs, which leads to relevant references and referrals.
👉 If you can’t be picky about the clients you take on yet, be at least picky about the clients you target.
👉 Watch out for red flags and be firm.
Homework
1️⃣ List the traits of clients you’ve worked best with, including size, industry, project type, and communication style.
2️⃣ Reflect on past challenging experiences with clients and list patterns or warning signs to avoid. Would you spot them now?
3️⃣ Research how existing clients can help expand your network through testimonials or recommendations. If a short testimonial would help, don't be afraid to ask for it, even if it's a client you worked with a while ago.
👏 High-five moment!
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