The Freelancer’s Guide to Lifetime Customer Loyalty: Mastering the First 100 Days

As a freelancer, you’re not just selling your skills – you’re building relationships. In today’s gig economy, the difference between a one-off project and a loyal client often comes down to how you handle the crucial first 100 days after landing a new contract. Let’s dive into how you can turn your clients into lifelong advocates for your work.

Why the First 100 Days Matter

Think back to your last big freelance project. Remember the excitement of landing the gig, followed by the slight panic of “Can I really pull this off?” Now, imagine your client going through a similar emotional roller coaster. They’re excited about working with you but also nervous about whether they’ve made the right choice.

This is where the concept of the First 100 Days comes in. It’s a framework developed by Joey Coleman, a customer retention expert, that can revolutionize how you approach client relationships. By focusing on this critical period, you can set the stage for long-term success and repeat business.

The 8 Phases of Customer Loyalty

Coleman breaks down the customer journey into eight distinct phases. Let’s explore each one and see how it applies to your freelance business:

1. Assess

Imagine you’re a web designer. A potential client is browsing your portfolio, comparing your work to other freelancers. They’re assessing whether you’re the right fit for their project. Your job? Make it easy for them to say yes. Showcase your best work, provide clear pricing, and offer testimonials from happy clients.

2. Admit

The client has decided to work with you – great! But don’t pop the champagne just yet. They might still be a bit nervous about their decision. This is your chance to reassure them. Send a welcome email outlining the next steps and reiterating the value you’ll bring to their project.

3. Affirm

Buyer’s remorse is real, even in the freelance world. Maybe your client is wondering if they should have gone with a cheaper option or a larger agency. Counter these doubts by sending them a small, unexpected gift. It could be as simple as a handwritten thank-you note or a useful resource related to their project.

4. Activate

This is where the rubber meets the road. It’s your first major interaction post-sale. If you’re a copywriter, this might be your initial strategy call. Come prepared with ideas and questions that show you’ve done your homework. Exceed expectations right out of the gate.

5. Acclimate

Help your client get used to working with you. Create a clear onboarding process. For instance, if you’re a virtual assistant, provide a guide on how to best utilize your services, including your preferred communication methods and working hours.

6. Accomplish

Deliver on your promises. If you said you’d increase their social media engagement by 20%, make it happen. Then, celebrate these wins with your client. A simple email highlighting the achievements can go a long way in building confidence in your services.

7. Adopt

This is where your client starts to see you as an indispensable part of their team. Encourage this by going above and beyond. If you’re a graphic designer, you might offer a free touch-up on a previous design to keep their branding fresh.

8. Advocate

The holy grail of freelancing: a client who actively promotes your services to others. Make it easy for them by providing shareable content about your work together or offering a referral bonus.

Putting It Into Practice

Now that you understand the phases, how do you implement this approach? Coleman suggests four key steps:

1. Investigate: Research your ideal client. What are their pain points? What do they value most?
2. Observe: Pay attention to how your clients interact with your services. Are there common stumbling blocks?
3. Personalize: Tailor your approach to each client. A one-size-fits-all strategy won’t cut it.
4. Surprise: Find ways to exceed expectations. It could be as simple as delivering a day early or adding a small extra service at no charge.

The Freelancer’s Edge

As a freelancer, you have a unique advantage in implementing this strategy. Unlike large corporations, you can be nimble and personal in your approach. Use this to your advantage. Build genuine relationships with your clients. Remember birthdays, ask about their families, and show a real interest in their business beyond just the project at hand.

By focusing on the emotional journey of your clients in the first 100 days, you’re not just completing a project – you’re building a foundation for long-term success. In a world where freelancers are often seen as interchangeable, this approach sets you apart as a trusted partner rather than just another service provider.

Remember, it’s not about B2B or B2C – it’s about H2H: Human to Human. By keeping this at the forefront of your freelance business, you’ll not only retain clients but turn them into your biggest cheerleaders. And in the competitive world of freelancing, there’s no better marketing than a satisfied client singing your praises.