Summary:
Struggling to land more clients as a freelancer? Discover how the Sandler Sales Methodology can transform your approach to client acquisition. In this article, I’ll share actionable tips from my 3 years of sales experience, including how to build relevant rapport, uncover client pain points, and close deals with confidence. Plus, get the Sandler Foundations Workbook sent to your inbox to start implementing these proven strategies today!
Why Sandler Works for Freelancers
The Sandler Sales Methodology isn’t just a “sales system.” It’s a mindset shift. It helped me stop feeling like I was chasing clients and start feeling like a trusted partner who adds value.
With Sandler, I’ve been able to:
- Qualify leads faster.
- Build stronger relationships with clients.
- Increase my project win rate (and my rates, period).
Hey there, I see you. You’re hustling, chasing new clients, and pouring your heart into every pitch—only to hear crickets. Believe me, I’ve been there. After a few years of sales experience, working with companies of all sizes to solve their tax issues, I’ve faced every challenge a salesperson can imagine. From ghosted emails to endless “coffee chats” that go nowhere, I know how disheartening the grind can be.
What I've found is that it often boils down to your ability to convert existing leads rather than acquiring new ones. Finding new clients that suit you best should be your first step, and this is covered in our article on the gig worker's sales funnel.
About 2 years ago, I discovered the Sandler Sales Methodology. I was skeptical at first (sales “systems” always sound too good to be true, don’t they?), but when I started putting Sandler’s principles into practice, everything changed. I went from feeling like I was begging for work to confidently landing the kind of clients who respected my time and paid me what I was worth. And I’m here to show you how to do the same.
The Freelancer's Struggle: It's Not Just You
Top problems faced by freelancers – Freelancermap survey 2024
According to Freelancermap, 57% freelancers find it difficult to acquire projects. Before I embraced Sandler, I thought I needed to impress every potential client with my expertise. I’d walk into meetings and talk about me—my process, my skills, my portfolio. And guess what? I was met with polite nods but no follow-ups.
The problem? I wasn’t solving their problem. I wasn’t making it about them. That’s the first lesson Sandler teaches: It’s not about you; it’s about them.
Let’s break down how you can use Sandler to turn things around.
Build Rapport, But Keep It Relevant
You’ve probably heard, “People do business with people they like.” It’s true, but here’s the catch: Rapport isn’t about chit-chatting aimlessly. It’s about connecting in a way that makes sense for the conversation.
Sandler says to build rapport, but I’ve learned this the hard way: Keep it in context. For example, if you’re a photographer, don’t bond over unrelated hobbies like your shared love for coffee (unless the client brings it up). Instead, talk about their experiences with photographers, their vision for the project, or even their favorite photoshoots.
Action Tip
Start every conversation by asking an open-ended question about their industry or project. Something like, “What inspired you to start this project?” shows interest and sets the tone for a collaborative discussion
Set Up-Front Contracts (And Stop Wasting Your Time)
This one was a game-changer for me. In the early days, I’d jump on calls with clients and let them lead the discussion. I’d spend an hour on the phone, only to realize they weren’t serious about hiring me. Sandler taught me to take control of those conversations with what they call an “Up-Front Contract.”
It’s simple: Before the meeting starts, agree on the purpose, agenda, and next steps.
Here’s a script I use:
“Thanks for reaching out! Our meeting is scheduled for 30 minutes. Is that still the case or will you have to go off sooner?.. Great! Today, I’d like to understand more about your project and see if it’s a good fit. I’ll also share how I work and answer any questions after my presentation. Is that fine with you or would you like us to cover anything specific?... If we’re aligned, we can discuss the next steps. Does that work for you?”
Why It Works:
Setting up an upfront contract stamps your power over the sales process. It shows the client you are in control, establishes professionalism, saves time, and ensures both you and the client know what to expect.
Uncover Their Pain (And Dig Deep)
Freelancers often make the mistake of focusing on solutions before fully understanding the problem. Sandler flips that around. You need to get the client to open up about their “pain”—the real reason they’re looking for help.
Here’s a story: I once had a startup founder approach me for a contract template. After a few “pain funnel” questions, I discovered their real issue wasn’t contracts—it was struggling to negotiate terms with investors. Knowing that, I was able to position my services as the solution to that problem, not just a template.
Action Tip:
Ask open-ended questions that make clients reflect:
- “What’s been your biggest challenge with [specific issue] so far?”
- “How is this issue affecting your business or goals?”
- “What happens if this problem isn’t solved?”
Talk Budget Early (Yes, Really)
Let’s be honest: Talking about money is awkward. But it doesn’t have to be. Sandler taught me that the earlier you discuss budget, the better. It’s not about being pushy—it’s about making sure you’re aligned before diving in too deep.
Here’s how I frame it:
“To tailor my approach, it would be helpful to understand your budget range. That way, I can ensure my services align with your expectations.”
Most clients appreciate the transparency, and it prevents those dreaded “I didn’t realize it would cost that much” moments.
Close with Confidence
Sandler emphasizes guiding clients to a decision—not pressuring them, but also not leaving things open-ended. One trick I’ve learned is to always outline the next steps before ending a meeting:
Action Tip
“Great, based on what we discussed, I’ll send you a proposal by Friday. Does that timeline work for you?”
This shows you’re organized and serious about moving forward.
Ready to Get Started?
The Sandler approach takes practice, but once you master it, you’ll wonder how you ever worked without it. To help you get started, I’ve included the Sandler Foundations Workbook. Just enter your email address in the form below and we will send it to you directly. It’s packed with exercises and tips to help you implement these principles in your freelancing journey.
And don’t forget—once the clients start rolling in, HustleNest’s invoicing tool makes billing a breeze. You focus on delivering value; we’ll help you get paid.
Let’s make this your best year yet. Download the workbook and start turning prospects into clients today.
