Every successful freelancer knows two things: How to find a client, and how to keep them around.
But it’s not a simple path, especially for those just starting their journey into solopreneurship. Networking, marketing and pitching can all be part of an arduous process of client-hunting. When you nail that first client, it’s good to grab a hold tight and keep them around.
Client acquisition gets you in the door; client retention keeps them at the table.
Many have pioneered these roads before you, and today’s focus will be on sharing that knowledge to ensure your acquisition and retention skills are top-shelf stuff. It’ll mean fewer gaps between projects, more referrals and freedom in adjusting your rates (for your benefit).
Step 1: Building the foundations for client acquisition
Before we open that door and seat our clients, we need to put that framework on a solid foundation.
Getting your first client as a freelancer––especially someone from outside of your home country––will require reassurances that you’re professional, reliable and able to be trusted. And rightfully so! For every great freelance experience, there is another poor one (psst, the same often goes for clients). There are three key elements that will help you build that trust from day zero:
- First, position yourself as a personal brand. You’re a specialist in what you do, and now you need to be a specialist in personifying your work. Don’t be afraid to be the face of your business––it’s your business.
- Second, building your portfolio. “Ah! I’m trying to get my first client––that’s impossible!” It’s not. You can begin creating at any time. Design, write, code or draft something you want and your portfolio has begun.
- Third, consider the right presence. Often a professional presence is preferred throughout many client-facing industries, but consider what your clients are looking for and match that image. A well-made website, easy-to-read LinkedIn profile, and testimonials wherever they can exist will accelerate a client’s perspective in the right direction.
Need help building your personal brand? See how pro-racer Christos Fokas used Xolo to build their brand off the track.
Step 2: Getting ready to reach global clients
Perhaps you want to start local, and that’s fine if you’re set up to do so. Serving clients in your area and region may be the bread and butter of your business––keep that going!
If you’re wanting to start with the most outreach possible, then being ready to engage and impress with clients from around the world is the proper focus to have. Your freelance business will have access to larger budgets, more diverse opportunities.
But breaking into these global markets requires a bit of strategy.
Where to find global clients
You can start with major freelance platforms like Upwork, Fiverr and Toptal, where global demand is already concentrated. Pairing this with outreach on LinkedIn, you’ll want to target decision-makers in the industries you serve and tailor every message to meet each prospective client’s individual needs.
Niche communities across messaging and community platforms like Slack and Discord (and the infamous Reddit) may also put you in a conversation with peers and prospects actively engaged in projects. Active participation alone helps to build credibility and visibility.
How to win over international business clients
Be upfront about your availability across time zones so prospects know when they can expect a response. Offer several communication options—Zoom for video calls, Slack for quick chats, and email for detailed correspondence—to match the client’s preferred workflow.
Show cultural awareness and professionalism in every interaction. Understanding local business etiquette and adapting your communication style demonstrates respect and helps you stand out in a crowded global market.
Step 3: Pitching with confidence
Pitching is often the difference between winning a contract and being overlooked, with the most successful freelancers selling outcomes––not just services.
We’ll keep it short and simple to get you going on the right pitch framework.
- Lead with value: Highlight how you can solve the client’s problem
- Keep it concise: Showcase your efficiency by packing a punch
- Show evidence: Link to your portfolio or relevant case studies
- Tailor your pitch: Personality over templates
In equal parts, it’s best to avoid some common mistakes in pitching to a prospective client.
- Talking too much about yourself
- Overloading with jargon
- Forgetting a clear call to action (CTA)
By avoiding these mistakes and crafting a timeworthy sales deck, you can come to any meeting prepared with personality and processes that will win-over a client.
Step 4: Building and showcasing your portfolio
Your portfolio is one of your strongest acquisition and retention tools. It doesn’t just land new projects—it reassures existing clients that you’re constantly delivering high-quality work.
If you’ve started out by filling a portfolio with self-driven examples, by now you’ve hopefully had the chance to showcase some client work as well. The work you display speaks volumes to new prospects and to yourself––a truly motivating factor for any freelancer.
We’d recommend you start by:
- Showcasing 3–5 strong projects instead of 20 average ones
- Highlighting client challenges and the measurable results you delivered
- Including testimonials or short video endorsements if possible
- Updating it regularly as you grow
If you don’t yet have client work, continue to build mock projects, collaborate on nonprofit initiatives, or contribute to open-source projects to fill your portfolio. But don’t sell your work cheap unless it’s for good reason!
Step 5: Retaining clients through unbeatable satisfaction
Winning a client is one thing; keeping them is another.
It’s true that some clients just need one project done, or simply fall off the face of the earth without any issues from your end. Still, the power of a positive experience can be the reason you find your next client––treat every client as if they were your last, and then every client will last.
Strategies for client retention
It’s important to pitch properly, and not offer something you can’t deliver on (outside of unexpected and understandable circumstances). That’s why we recommend:
- Overdelivering (when possible) on results
- Communicating clearly with regular updates
- Asking for feedback, to build rapport and grow
- Being proactive––suggesting next steps that benefit the client
Proactiveness may just be your next project with that client, and with you in the driver’s seat. Don’t overestimate yourself, and you’ll be certain to shine when your delivery is irrefutable. Studies show it costs 5x more to acquire a new client than to retain an existing one. Loyal clients not only give repeat business but often become your biggest promoters.
Common questions about client acquisition & retention
- How do I balance finding new clients while keeping current ones happy?
Set aside dedicated time for outreach each week while prioritizing top-quality delivery for existing clients. - What’s the best way to handle overseas time zones?
Communicate your working hours upfront and use tools like Calendly to streamline scheduling. - Do I need to specialize to acquire more clients?
Specialization often speeds up acquisition, but you can still succeed as a generalist if you position yourself strategically and showcase a strong portfolio.
Acquire and retain clients through delivery––with Xolo!
Client acquisition and retention are two sides of the same coin. As a freelancer, you need to attract the right clients through effective pitching, a strong portfolio, and a clear personal brand—then retain them by delivering consistent value and ensuring satisfaction.
When you combine these strategies, you’ll unlock not just more projects, but more sustainable growth in your freelance career.
While you focus on growing your client base and keeping them happy, let Xolo take care of the accounting, admin, and compliance. That way, you can dedicate your energy to building relationships and doing your best work.