For freelancers aiming to hit six-figure incomes, having clients on retainer can be a game-changer. Retained clients obviously reduce the time you spend on lead generation. They also improve your efficiency, and make your income way more predictable.
In this post, I’ll share 10 tips to help you sign more clients on retainer. These are proven approaches that have helped my clients secure thousands in monthly retainers.
Each of these tips is about highlighting the value of a retainer, or removing common objections. They're all about making it as easy as possible for your client to say "Yes!"
1. Offer an Immediate Cancellation Option
Providing an easy opt-out for clients can significantly reduce their perceived risk. These tips are all about removing obstacles, and one of the most common is clients fearing being locked into contracts. No one likes being stuck paying for something they don't want or need. Keep your cancellation terms light.
How could you approach this?
"You won’t be locked into a lengthy contract. Simply let me know if things change, and we can finish this rolling agreement at the end of our current payment period."
2. Make a Retainer Your Default Option
Set the expectation early by making retainers your standard offering. This approach works well if you have an initial project period (e.g., SEO services, website copywriting). You can also combine this with social proof by mentioning how many of your clients continue working with you beyond the initial term.
How could you approach this?
"My standard term is three months; after that, we’ll move to a rolling monthly contract."
3. Offer Complementary Services
Once you complete an initial project, suggest ongoing support through complementary services. This not only creates more opportunities for collaboration but also helps clients see the long-term value you can provide.
How could you approach this?
"Now that we’ve finished your website copy, here’s how I can support you on an ongoing basis with regular blog content."
4. Offer Discounts (If Appropriate)
Offering a discount for a long-term commitment can be effective if guaranteed work is more important to you than charging your full price. This approach can also work well in competitive markets where clients are looking for value. However, it's important to use this strategy sparingly and ensure that it makes sense for your business.
How could you approach this?
"I’ve enjoyed writing this post for you. If you’d like to keep working together, I’d be happy to offer 10% off my rates for a minimum three-month contract."
5. Highlight the Value of Retainers
Emphasise the benefits of a retainer for the client. By framing the retainer as a solution to common pain points, you make it easier for clients to see the benefits of a longer partnership.
How could you approach this?
"You’ll get guaranteed access to my services. You won’t need to onboard a new freelancer each month. You’re familiar with me and the quality of my work."
6. Provide Case Studies and Testimonials
Share stories and testimonials from previous clients who benefitted from moving to a rolling contract with you. Showcasing real-world results builds trust and reinforces the idea of a long-term partnership. Social proof is a powerful way to demonstrate that others have found success through ongoing work with you.
How could you approach this?
"Here’s how Client A benefitted from moving to a rolling contract with me. We built on the foundations of our early work, and they saw an ROI of X%."
7. Be Easy to Work With
This one is simple but crucial. No one will offer you a retainer if you make their life difficult. Be reliable, deliver what you promise, be receptive to feedback, and maintain a positive attitude. By adding as much value as possible from day one, you make it more likely that clients will want to continue working with you.
How could you approach this?
"Thanks for your feedback, I really appreciate it. Let me add it to my notes and I'll get started shortly."
8. Offer a Trial Period
Proposing a trial period gives clients a low-risk starting point for a longer retainer. For example, suggest working together for three months on a trial basis to showcase the benefits of your services. This approach gives you more certainty than a rolling contract and allows the client to experience the value you bring.
How could you approach this?
"Based on my work with previous clients, I think you’d benefit from having dedicated resources on this project. Would you be open to working together for three months on a trial basis?"
9. Offer Flexible Terms and Amendments
Show flexibility by allowing clients to adjust the agreement as needed. Proposing a monthly review to make changes ensures that the contract remains aligned with their needs. This not only lowers perceived risk but also demonstrates your willingness to adapt and respond to feedback.
How could you approach this?
"We can start off with the following agreement. Let’s meet monthly to review it and make any amendments you think are needed."
10. Ask for It!
Sometimes, the simplest way to get a client on retainer is to ask. Don’t assume they’re not open to the idea; they might not have even considered it as an option. A straightforward conversation about how you could form a longer-term partnership can open the door for ongoing work.
How could you approach this?
"I’ve enjoyed working on this project with you. Would you be open to discussing how we could make this a longer-term partnership?"
Summary: Make It Easy for Clients to Say "Yes!"
Whatever approach you take (or combination!) remember this one thing; make it easy for your client to say "yes!". Think of their objections ahead of time. Prepare your answers. And above all, make sure you're easy to work with and deliver what you say you will, every time.
What Next?
If you’re looking to implement these strategies and sign more clients on retainer, let’s talk.
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