ou Don't Need More Clients. You Need Better Follow-Up.
You Don't Need More Clients. You Need Better Follow-Up.
If you're trying to grow your audio business, you've probably said this at some point:
"I need more clients."
Maybe.
But before you spend more money on advertising, post another Reel, rebuild your website, or start chasing strangers on social media, I've got a question for you.
What happened to all the people who already showed an interest in working with you?
The person who asked for your rates.
The band you sent a quote to.
The artist who told you they had another song coming.
The client you worked with six months ago.
The producer who said, "I'll get back to you."
Did you ever follow up with them?
Because your next client might already be sitting in your phone.
We Mistake Silence for "No"
This happens all the time.
Someone contacts you about recording, mixing, mastering, producing, or another service.
You answer their questions.
You send them your rates.
Maybe you even have a pretty good conversation.
Then...
Nothing.
Most of us immediately assume they're no longer interested.
But silence doesn't necessarily mean no.
People get busy.
Projects get delayed.
Budgets change.
Emails get buried.
Life happens.
Sometimes the person fully intended to contact you again and simply forgot.
If they've already expressed interest in what you do, there's nothing wrong with reminding them that you're still there.
Following Up Isn't Begging for Work
I think this is where a lot of audio engineers get uncomfortable.
Most of us got into this business because we love music and audio.
We didn't get into it because we wanted to become salespeople.
So when it comes time to follow up with a potential client, we worry about being pushy.
We don't want to bother them.
We don't want to look desperate.
So we do nothing.
There's a big difference between pestering somebody and professionally following up.
If someone contacted you about your services, you're not cold-calling a stranger.
You're continuing a conversation they started.
That's not being pushy.
That's doing business.
You've Already Done the Hard Part
Think about how much effort we put into getting strangers to notice us.
We build websites.
Post on social media.
Make YouTube videos.
Network.
Run ads.
Hand out business cards.
Send emails.
And there's nothing wrong with any of that.
You need new people entering your world.
But meanwhile, sitting in your contact list are people who already know who you are.
Some already know what you do.
Some have already asked about hiring you.
And some have already paid you.
Those relationships are valuable.
Don't ignore them while you're trying to convince strangers to give you a chance.
Past Clients May Be Your Best Leads
One of the easiest people to sell your services to is someone who has already had a good experience working with you.
You don't need to introduce yourself.
You don't need to prove that you're legitimate.
You've already done that.
But here's where people make a mistake.
The project ends.
You deliver the final mix.
The client says thanks.
You get paid.
And you never talk to them again.
Why?
Check in with them.
Ask how the release went.
Ask how the band is doing.
Ask what they're working on.
It doesn't need to be a sales pitch.
Something as simple as:
"Hey, how did the release go? What are you guys working on now?"
can restart the relationship.
And every once in a while you're going to hear:
"Funny you should ask..."
That's repeat business.
Ask, "What Are We Working on Next?"
Here's something simple you can start doing at the end of a project.
Instead of asking:
"Do you have anything else coming up?"
Try:
"What are we working on next?"
It's a subtle difference.
You're treating the relationship as something that continues instead of assuming the transaction is finished.
Of course, not every client will have another project ready.
That's fine.
But you've planted the idea that you're available when they do.
Don't Be Afraid to Ask for the Referral
If somebody enjoyed working with you, ask for an introduction.
It doesn't need to be some elaborate referral program.
Just say:
"If you know anybody else who could use my help, I'd appreciate the introduction."
Good musicians know other musicians.
Producers know artists.
Podcasters know other podcasters.
Business owners know other business owners.
One good client can lead to another.
And another.
That's how a lot of successful service businesses are built.
You Need a Follow-Up System
Here's where this becomes more than just good intentions.
Don't rely on your memory.
If someone says:
"Contact me next month."
Something needs to remind you next month.
Put it on your calendar.
Use a CRM.
Use Trello.
Use a spreadsheet.
Write it in a notebook.
I don't particularly care what you use.
The tool isn't the important part. The system is.
You need some way of knowing:
Who contacted you
What they were interested in
When you responded
Whether you sent a quote
When you should follow up
When you last contacted a previous client
Otherwise, good opportunities simply disappear because everybody got busy.
This Isn't Just an Audio Business Problem
I've spent my career in the audio business, so that's what I teach.
But none of this is exclusive to audio engineers.
It applies to photographers.
Videographers.
Consultants.
Designers.
Contractors.
Freelancers.
And just about anybody else selling a service.
A lot of small businesses spend enormous amounts of time and money generating new leads while completely ignoring the leads and customers they already have.
There's an important difference:
Chasing strangers is prospecting.
Following up with interested people is business.
You need both.
But make sure you're doing the second one before spending all your energy on the first.
Here's My Challenge for You
This week, find five people.
Not fifty.
Five.
They could be:
A previous client.
Someone who asked for a quote.
Someone who told you they had a project coming.
Someone you haven't talked to in six months.
Someone who could introduce you to another potential client.
Reach out.
You don't need some complicated sales script.
Try:
"Hey, just checking in. How are things going?"
That's enough to start a conversation.
You're not trying to close a sale in the first sentence.
You're reopening a relationship.
See what happens.
Final Thoughts
After more than 40 years in this business, I've learned that getting more work isn't always about finding more people.
Sometimes it's about doing a better job taking care of the relationships you've already built.
Before you spend another week trying to get strangers on the internet to notice you, take a look at who's already in your phone.
Your next project might already be there.
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