Desde HBR

Freelancers, Build a Rapport with Potential Clients

From the initial conversation to the moment you seal a deal, success for independent contractors hinges on the client’s decision to invest in and engage with you. Many freelancers focus on the business aspect of the interaction, but relationships and authentic connections drive business, so tell your story. Begin with an idea that explains your passion and approach. For example, if your expertise is public relations, you could say, “To me, PR is about understanding an audience and giving them a good story.” Then, help your potential client understand your expertise, including relevant details about your career path. Finally, rather than ending on something about yourself, connect it back to them. For example, you might say: “The story you have is something people need to hear, and I can see it making an impact in a publication like Time.” Also, pay attention during small talk. Whether you’re talking about your rescue dogs or your shared sports fandom, you’re building a rapport that signals: “We are cut from the same cloth. Your goals are my goals.”

This tip is adapted from “How to Negotiate as a Freelancer,” by Andres Lares