The Psychology of Sales in a Freelancing Business

Freelancing has rapidly gained popularity as a means of financial independence and creative fulfillment by running your own business. But when you run your own business, no matter how fulfilling, you still need to get clients. And adding another layer to that, your ability to understand and influence the thoughts, emotions, and decisions of potential clients can significantly impact your success. 

Understanding the Psychology of Sales

At its core, the psychology of sales revolves around human behavior, emotions, and decision-making. In freelancing, the goal is to secure projects and get their money (to put it bluntly) but there are ways you can influence a client to like you more than others, which will more likely lead to a “yes”.

1. Research the client heavily. Go into the call armed and ready. Research needs to be done thoroughly, not only looking at their business and website, but also their personal social media account. The more you can know a client before getting a call, the better it will be for you. You’ll be able to weave in little parts of their life to find common ground. 

2. Establishing trust and rapport is the first step in any successful sale. Researching the client means that you can start off the call with small talk that is relevant to the client and hits their soul, as opposed to maybe just talking about the weather, or worse yet, jumping right in. There’s nothing wrong with talking about the weather, just make sure it’s something interesting where they’re from and pull your own stories and relatability into it. Clients are more likely to choose a freelancer they feel comfortable with. 

3. Listen, don’t talk. Effective sales involve understanding the client's needs deeply. I have lost deals because I was too quick to tell them how I can help them, therefore displaying early in the conversation that I may not have the exact skills they are looking for. When you are displaying active listening and empathy, taking notes, and changing your answers based on what they’re looking for, as opposed to starting off talking about your experience, you will gain the chance to tailor your answers to what they need in terms of hard and soft skills, as well as bringing in examples from past projects. By recognizing what truly matters to your clients, you can align your services to their goals.

4. Overcoming Objections. Within my program, we talk about how to handle questions like “Why don’t you charge hourly?” or “Why are your services so expensive?” or “But others can do it cheaper.” Objections are a natural part of any sales process. Knowing how to address and overcome them without damaging the client relationship is a skill rooted in psychology (sorry, you’ll have to buy the course or join the cohort in order to get more details on how to handle those questions!). It involves providing solutions that resonate with the client's needs, but also owning up to the objections if they are true and learning how to steer that question into a more positive framework.

5. Demonstrating Value. In my course and cohorts, thinking about how you are unique and bring value through what you do is the beginning part of the Corporate2Contract framework. I bring this into the process very early because it’s something I want students to be thinking about constantly as they change and revamp their freelance business. The psychology of demonstrating value is about showcasing how your services can solve the client's problems or meet their needs, and why you are a better alternative to a competitor. A lot of what I teach revolves around your corporate experience and past, but also getting into knowing your client very well. Once you are marketing to ideal clients, they are more likely to want to have calls with you, making it easier to show them how you are unique and valuable with your freelance services.

6. Closing the Deal. The final step in a sale, closing, hinges on the client's confidence in your ability to deliver. Understanding psychology at this crucial point helps you guide them toward a positive decision. There are a few closing the deal tactics that I like to employ, and the most important question I like to ask is, “Is there any reason you can think of where we shouldn’t move forward?” This forces questions and objections out into the open. After asking that question, I stay silent, I do not try to talk anymore. At the end of the conversation, I ask for another phone call and schedule it right then and there. This means the discussion is still active and live and we are going to continue to connect on how I can be a good fit.

Empathy is the cornerstone of effective sales psychology. It's the ability to understand and share the feelings of your clients. When you truly understand your client's needs and emotions, you can tailor your approach to meet them.

When on a zoom call, it’s just as important to observe their body language and try to mirror it as best you can. This will reflect back to them that you speak their “language” and you’ll find they relax more quickly. Being mindful of your non-verbal cues and ensuring they align with your message can enhance your persuasiveness.

The psychology of sales is a complex, multi-faceted aspect of freelancing. To be a successful freelancer, it's crucial to master the art of understanding and influencing your clients' thoughts and emotions. By building rapport, identifying needs, addressing objections, demonstrating value, and closing deals, you can effectively navigate the freelancing marketplace and build long-lasting client relationships. Remember, empathy, effective communication, and trust are the pillars of success in the freelancing business. As you embrace and apply the psychology of sales, you'll find yourself better equipped to thrive in the world of freelancing.

Suggested Reading for those who want to take it to the next level!

The Art of Negotiation by Tim Castle

Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher

Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss

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I help women achieve a life of flexibility, fulfillment, and financial freedom by turning their corporate skills into a thriving freelance career. You can find more at Corporate2Contract.