Starting a business relationship with a new client is thrilling. There’s the excitement of starting a new project (and the forthcoming payment!), the potential to build a long-term relationship…and also the chance to quickly mess things up entirely. Gulp!
In a lot of ways, the first few interactions with a new client are some of the most important. Think of it like establishing any new relationship. The first impressions are important. These interactions establish you as an expert and set the tone for how you and your client will collaborate.
To make sure that that relationship begins as smoothly and efficiently as possible, some freelancers turn to a client questionnaire.
And here’s why this is a bad idea.
What Is a Client Questionnaire?
A client questionnaire is a survey that you send out to new clients looking to get information about their goals, frustrations, customers, etc.
Why Is Sending a Client Questionnaire a Bad Idea?
The questions aren’t the problem. Questions like “Who is your ideal client?” and “What is your client’s mission?” and “What makes you different from your competitors?” are essential.
The problem with a client questionnaire is that you’re sending it out to your clients and making them answer the questionnaire and making them send back to you. And that’s a big mistake at the beginning of a client relationship for three reasons.
1. You Need to Ask Your Client Questions Directly
Whether it’s in person, on the phone, or via Google Meet or Zoom, you need to ask these types of questions directly. This interaction gives you a chance to dig deeper into certain questions, ask more questions that occur to you as you talk, and collaborate with your new client. You will also have the chance to clarify questions that your client may not understand.
Client questions should never be left to a basic questionnaire/survey doc. Part of what you bring to the relationship is the ability to offer insight and help frame the strategic view of projects. You can’t establish yourself as an authority if you’re just telling clients to fill out a form.
You can—and should—gather this information as part of the initial call with your clients.
2. You’ll Get Rotten Responses
Your client hired you to do a project. You are the expert at knowing what information you need to get the project done. Even if it’s your first project with this client, you’ll be the one guiding the relationship.
For example, if you ask “who is your ideal customer?” They may say something like “teen girls, 13 to 18.” You need to dig in and ask follow-up questions (as anyone in the Freelance Success Framework knows!).
3. Sending a Questionnaire Seems Rude
If your client hires you to do a project and you’re sending a long document giving them work, it’s not going to leave a good first impression.
It may make sense to send out a standard client questionnaire to everyone you work with, but you’ll soon realize that there is no standard client.
Don’t waste your client’s time. Ask questions in your initial calls and not with paperwork!
If you’re looking to be of as much service as possible to a client and do the best work you can, don’t send out a questionnaire—talk with them.
Questions to Ask
Here are some questions you should be asking in your client conversations:
- What is your company’s mission? (Check your client’s website first! If they have their mission on there, you can skip this question. Or you may want to ask if their mission statement is up to date.)
- Why is your mission important to you?
- What are some of your organization’s near-term goals?
- What products/services do you offer? (Again, do you research on their site, but get them to elaborate.)
- Who is your ideal customer?
- What challenges/frustrations does your ideal customer face that you help them solve?
- What challenges/frustrations do you face when trying to connect with your ideal customer?
- What are some adjectives you’d use to describe your brand voice?
- If your client was a person, who would they most resemble?
- Who are your main competitors?
- What do you do better than your competitors? What would you like to improve?
- Are there any marketing materials you’ve created that you feel best reflect the direction you want to go and why?
- Are there any marketing materials you’ve created that do not reflect the direction you want to go and why?
Your Turn
Do you have additional questions you ask clients to get the information needed? Share them below!
