In my short (but furious) SEO copywriting career, I’ve had the privilege of working with many different web developers, in a variety of capacities. I’ve worked with web development companies as a subcontractor, alongside small web developers as an independent service provider and even as a contractor subcontracting out freelance web development. Throughout these projects I’ve learned that there are as many different types of web developers as there are developers. A developer who’s the perfect fit for one client may be completely wrong for another.
To be clear: I don’t refer bad fits to my clients. At least, not intentionally.
The criteria for choosing a web developer for a client referral seems like a no-brainer to me. I pick the developer best suited to meet the client’s web development, budgetary and professional needs. Period.
But I’m consistently surprised at how many web developers in my network don’t “get” this philosophy. Some think that I should refer ALL my web development projects to them, regardless of their past customer service. Others think that because they’ve subcontracted me to do copywriting work for them, I owe it to them to send any web development projects that come my way to them. A rare few maintain the philosophy that the best way to get referrals from me is to provide consistent product quality and customer service. (Can you guess which type is my favorite?)
Just because I’ve done work for or with you doesn’t mean I owe you my clients’ business
This assumption has me flummoxed. Maybe it’s because I’m idealist Gen Y who believes that product/service quality trumps all; maybe it’s because I’ve never taken a sales and marketing class in my life and don’t “understand” how “real” business etiquette works. Whatever the reason, this old-school philosophy doesn’t sit well with me. At all.
Yes, I appreciate each and every business opportunity that’s presented to me. I value each one of my clients and show my appreciation by providing the best service I possibly can, at a reasonable price. But when it comes to choosing which service providers I refer my other hard-earned clients to, obligation simply doesn’t factor in to my decision making process.
I’ve had several clients who offer SEO and/or development services come out and tell me that they expect me to return the favor by sending projects in their direction. While I understand this old-school “I scratch your back you scratch mine” sales model/philosophy, I don’t feel it applies to the freelance/indie business world. I’m not my clients’ sales rep. I’m their copywriter/SEO/whatever. Likewise, I don’t expect subcontractors I hire to be golden business retrievers for me. Like my work? Great. Refer me. Don’t like my work? Fine. Don’t refer me (but do tell me why, so I can improve myself).
My bottom line = my business reputation, not my profit margin
As I was trying to explain this philosophy to an agency client of mine (who was irate that I would not choose his company to do web development for an SEO project he had referred to me), I was shocked when I was told:
“Well, I guess it would make sense that you would choose an independent web developer over our company, since an independent would be cheaper and there would be more room for project markup for you.”
Um…excuse me?
The idea that the bottom line always = the highest profit at any cost is, in my opinion, another one of those old-school sales model ideals which, as I’ve already established, I think is bogus. My bottom line = maintaining a phenomenal reputation for quality product and service, period. The idea behind this is that a shining reputation brings more business than a mediocre one, and more business = better, more sustainable profit. Putting quality first is a win-win, in my opinion (and that of a lot of other Gen X & Y entrepreneurs).
In this particular case, profit margin was far from my mind (you can tell I majored in the arts, not business); rather, I was looking for a developer who could deliver a cutting-edge, dynamic product to the scale of the project, something I felt the client’s old-school agency couldn’t deliver.
Show me the quality!
It’s really quite simple. If a web developer’s end product is high quality, delivered on time and according to the client’s (or my) expectations, it’s very likely that I will refer his or her services. If a developer doesn’t meet those criteria, then why would it make sense to refer a client to his or her services? After all, each referral I make reflects my own expertise and reputation.
Let’s face it: there are a LOT of web developers out there. Just like there are a lot of SEOs and copywriters out there. I don’t expect to gain new business through obligation and handouts; I grow my business by striving to stay head and shoulders above my competitors in terms of product quality, customer service and use of modern strategies. If you’re not doing the same in your web development business, I simply can’t afford to refer my valued clients’ business to you.
Professionalism and customer service (get polite or get out)
This is another criteria that seems like a no-brainer to me, but with which many developers I’ve encountered seem to struggle. The truth is that providing a fantastic product alone isn’t enough – not if it’s not backed with great customer service. A web developer/designer who is obstinate and uncooperative about meeting the client’s design expectations isn’t providing a great service. Same goes for developers and designers who routinely miss deadlines, fail to communicate clearly with the client or who surprise the client with invoices that are outside of the project agreement.
As a general rule: if I have to spend time mediating between you and an unhappy client I’ve referred to you for web design and development, your services = fail.
You raise some interesting points here, Marjorie.
Networking and referral groups (as you know) have been a culture I’ve found benefit in personally and professionally, but I NEVER make a referral of one’s services until I’m certain they meet many of the same criteria you’ve conveyed above.
Most importantly, service after the sale cannot be overlooked. This is the lynchpin for me because companies who can sell (and do it well) are easy to find, but those that focus on what truly is best for their customers/clientele, a dying art, I’m afraid.
In the changing marketplace I’ve fortunately seen a paradigm shift to where more customers are firing the businesses they once patronized, if not only on the basis of poor follow through. I can honestly say I’d rather lose a customer from them feeling I/we have done too much once they’ve secured our products/services.
I, of course, get the same inclination from you. As such, I regularly keep your talent in mind when I’m faced with an opportunity to help make an introduction.
Along those same lines, and not that you’ve asked, but you know I recommend BizStream with high regard. I know first hand they pride themselves on being personable, efficient, and a great complete value. Please feel free to keep them in mind for your web development needs.