EIGHT YEARS. That’s how long I’ve had one of my clients. Not only have they been a long-term client, but the sessions we have are monthly and self-directed.
For me? My long-term clients are the key for a sustainable career. It allows consistency in an industry that comes with ups and downs.
But, HOW do you get long-term clients?
Hold up a cardboard sign on the street corner.
Kidding. Here are some actionable things to do to get long-term clients.
Let me first define what a long-term client is.
LONG-TERM CLIENT: A client that consistently uses you withor without, mostly without, needing an audition.
I’ve had consistent long-term clients that send me scripts every month, every quarter or even every couple of years. Every once and awhile they’ll have me do a custom audition, but most of the time, it’s a job that pops up in my or my agent’s inbox.
Here are 7 ways to lay the foundation to get long-term clients:
1| Be Excellent the 1st Time
The first time a client books you is your time to shine. Be easy to work with, enjoyable to collaborate with, show up on time, be prepared, pleasant, etc. Simple professionalism goes a long way.
2| Make the Client’s Job Easy
Trust is the key ingredient for a client to send you undirected bookings – knowing you’ll deliver what they need, in a prompt, dependable manner.
Here are a few actionable things to make the client’s job easy:
- Label and separate files correctly (if recording on your end). I often will ask the client, “Is there a particular way you’d like me to label the files? Would you prefer me to verbally slate the takes or separate the takes/scripts into different files?”
- Deliver files promptly after the session.
- Be ready to go 10 minutes prior to the session. Make sure Source Connect (or other connection) is ready to go, software, hardware and hard-wired connections are all working well.
- Listen well. This is the best way to get an understanding of what the client is wanting. I know this sounds so basic, but I can’t tell you how many VO talent I’ve heard in sessions who talk over clients, jump in before they’ve heard all the directions, or talk too much!
- Be clear on what they expect from the delivered files. Do they want raw files? No breaths? Mouth noise eliminated? Making it easy on the editor/engineer goes a long way.
3| Be Available
If your agent or client emails you, get back to them as soon as possible! If that means setting an alert on your phone or email system, do it. This is one of the easiest ways to be a great talent.
I don’t know how many times I’ve heard from agents and clients that talent lost a job because they weren’t responsive.
Often, with long-term clients, they come to you (or your agent) because they need a project recorded fast. They don’t have time to go through the normal casting process, and know that you can deliver well and promptly.
This does not mean if you work a full-time day job there’s no hope. If a client or agent emails asking you to record something, most of the time, if you are quick to reply and give them an estimated time of delivery, that works.
4| Follow-Up
After a booked session, follow-up with who you worked with. You may not have their email but at least connect with them on Linkedin. Connect, message and let them know you enjoyed working with them on _______ project. Add in the specific project/script to your message, so if they forget your name, it’s in writing. Maybe 6 months down the road, a script comes through and they think “that one person that did the Publix spots would be perfect for that. Who was it again?”
SIDE NOTE: Honor your agents/managers. If a client books me for one job through an agent, then reaches out to me personally, I make sure it goes through my agent/manager. My follow-up with clients is to help me and the agent. A long-term client that asks for a direct booking is helpful for agents and managers too.
5| Be Easy to Find
I recently had a client email me, through my website, that hadn’t worked with me for a decade! Since it’s been so long ago, I haven’t kept them on my usual marketing list. They were able to easily find and contact me, with only knowing my name…because my website pulls up first on search engines when you type in “Heidi Rew.”
There have been producers and clients I’ve talked to who said that they wanted to book a talent for a job, but couldn’t find how to contact them!
EVEN if they booked you through your agent, they may not remember the agent but remember your name. Be easy to findonline.
6| Be Personable
Being personable and not just professional makes you memorable.
In a booked session, taking an opportunity (if it presents itself) to find out something about the client/engineer helps create a foundation of relationship. I always take note of what we talk about. I talked to one client about his kid starting t-ball the next week. Then I followed up the next week to ask how it went. Simple things like this help break down the barrier of a “screen” and allow space for a relationship.
7| Be Grateful
A simple acknowledgement that you’re grateful to work with them and on the project. Ego is one of the greatest killers of collaboration. A great collaborator = someone you want to work with long-term.
Here’s to getting some great, long-term clients!
